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Digital Disruption Come trasformare il potere del Consumatore in vantaggio competitivo

Olga Zero Business Development Customer Experience Applications Oracle Italy 9 Ottobre 2014

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The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

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Great individual customer experience… But no scale.

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Great scale. But no individual customer relationship.

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Disparate Data Prevents Acquisition of Ideal Customers Data from critical channels isn’t integrated, making it harder to target the right customers

Low Acquisition & Conversion Rates

Results

Low Return on Ad Spending

of Companies Lack Centralize View of Customer Interactions

82%

SEARCH

EMAIL

DISPLAY

WEB

SOCIAL

Source: Forrester and eMarketer

Average CTR on Display Ads

.06%

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No Centralized Hub to Manage Customer Interactions

The proliferation of point marketing applications have created silos among marketing teams, processes and execution


ONE OFF CAMPAIGN

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Marketing teams build one-off campaigns, often in isolation from each other, causing ineffective media strategies

89% of Marketing Teams

Have Internal Divisions Between Channels

E-MAIL

ONE OFF CAMPAIGN

DISPLAY

ONE OFF CAMPAIGN

MOBILE

ONE OFF CAMPAIGN

SOCIAL

ONE OFF CAMPAIGN

SEARCH

ONE OFF CAMPAIGN

DIGITAL TV

ONE OFF CAMPAIGN

WEB

Internal Divisions Create Inconsistent Messaging

96% Of consumers receive

irrelevant ads or promotions

Source: Janrain and Integrated Marketing Survey 2013

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The customer has moved on.


From CRM to Customer Experience


The Promise of Personalization Everyone wants more 1:1 customer relationships


Despite Potential, Consumers Receive Broken Digital Experiences

WEB

of customers don't receive a tailored, cohesive experience

across channels.

78% Customer purchases

headphones Thank you email

MOBILE DISPLAY

Two Days Pass

As they move from channel to channel, companies treat consumers as if they’re brand new

-Accenture

It’s Time for Companies to Take a Different Approach


Granular Behavioral Data Creates Richer Consumer Profile Move beyond the transaction and enable engagement to dictate customer experiences

Capture 1st Party Data on Digital Assets (DMP)

Push Into Actionable Customer Profiles to Inform Customer Experience (Cross-Channel)

ORACLE DMP CORE TAG

Writes Review


Start with the Campaign

Start with the Customer

Build profiles Design an experience Interact individually

Create an offer Schedule it in the calendar

Send to a mass audience

For example: Flip the marketer experience.

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How It Works Inside a Cross-Channel Marketing Program

Age: 40-45

Gender: Female

Past purchase: Slippers

Visits Product Page; Didn’t Buy

Example: Retail consumers get orchestrated experience based on behaviors

New Shoe Program

Data Switch

PAID SOCIAL AD

DISPLAY AD (RETARGET)

EMAIL (CROSS-SELL)

DESIGN MESSAGE


Mobile Push: Deliver Relevant Consumer Interactions in Real-Time

Contextualized by Location Reach consumers at the right time and the right place

Integrated Messaging Add Push within the context of an orchestrated, cross-channel program

Reach Multiple Apps Choose what mobile applications you want to push to within your orchestrated program


Marketing Simplicity Customer-Centricity Enterprise Ready

The Business Value of Orchestrated Customer Experiences

Unify Messaging Efforts Simple, but powerful, solution to create

and message new products

Optimize and Test Create journeys that last, and iterate

rather than re-build

Scale marketing messages More than 1 billion orchestrated customer experiences per month

Open Data Model Pull In data from commerce,

marketing CRM, and other campaign systems to inform targeting

More Individualized Experience Automate customer lifecycle without

dehumanizing it

Improve Retention by giving customers the products they

actually want


Success is defined by the individual customer experience & relationship.

Deliver individualized experiences: Build lasting relationships:

Sources: Responsys consumer survey, 2013 Adobe Digital Index, 2012

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89 Billion emails per year

1 Billion Orchestrated experiences

1.5 Petabytes of data stored

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World-Class Brands Delivering Individual Experiences at Scale

[email protected]

Olga Zero

@olgazero

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