Responsys Introduction 201603

The Rise of Marketing Orchestration Engaging your audience with cross-channel marketing.Adam ShenRegional Sales ManagerOracle Marketing Cloud2016/3/2Safe Harbor StatementThe 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.Great individual customer experience…But no scale.Great scale.But no individual customer relationship.A campaign centric strategy puts the customer experience last.“Marketers spend almost 80%of their interactive marketing budgets on mass acquisition vehicles.”Campaign dictates the message .Campaign dictates the channel .Campaign dictates the timing .Campaign dictates the audience .Old mindset: How do I maximize campaign conversions?3% Converted$The Mass MarketTheTransactionBack to the start for re-conversion.97% Ignored …or AnnoyedThe customer has moved on.Amount that email open-rates have declined since 2007.28% Amount that email click-rates have declined since 2007.34%Display Campaign.34%Click-Through Rates.20%.07%Half of customers outright ignore non-personalized mass marketing communications.Marketers get stuck in a “Campaign Crisis”This is not a theoretical exercise.Point ofDisengagementCustomer retention vs. send volumes for F500 publisher priorto moving to the Relationship EraMost valuable customers are the most affected.Point ofDisengagementIt’s time to become a modern marketer.“Companies will be better off if they stop viewing customer engagement as a series of discrete interactions [i.e. campaigns] and instead think about it as customers do: a set of related interactions that, added together, make up the customer experience.”Start with the CampaignStart with the Customer Build profiles Design an experience Interact individually Create an offerSchedule it inthe calendarSend to amass audienceFlip the marketer experience.Individualized experiences. Over time. Across channels.Marketing Orchestration:show display addiscount offersocial sharingencourageopened message?noyeswait24hoursstart programwebsite browsedend programapp installed?send emailfollow-uppush messagefollow-upnoyesSolution: Oracle’s B2C Cross-Channel MarketingProgramInsight Actionable Customer ProfileConnectAPIs for events andbatch dataExample Integrations ✓ECOMMERCE ✓APRIMO✓MARKETING CRM ✓UNICA✓WEB ANALYTICS✓RECOMMENDATIONSMobile DesignerDesign native SMS and Push Notifications to enhance customer experienceIdentify ideal customer attributes, behaviors and preferencesMessage DesignerCreate compelling, personal emails for strong deliverabilityOrchestrate individual experiences across every channelAnalyze performance and tie back to revenue goalsDeliver Marketing Simplicity and Customer Centricity At ScaleWith Oracle Cross-Channel Marketing, consumer marketers no longer need to sacrifice sophistication for ease-of-useUtilize All Behavior Data to Create Individualized ExperiencesPersonalize MessagesWithout Technical HelpOrchestrate cross-channelexperience in one viewGeo: San Francisco.Interests: Hiking &outdoors.Actionable Customer Profiles: Identify Ideal CustomersPROFILEName: Matt Jones Gender: Male State: California Key Behavior: New York Hotel & FlightLast Purchase Date: July 4, 2014Target individuals based on behaviors,attributes and preferencesProgram: Orchestrate Individualized Customer ExperiencesEasily add cross-channel activitiesDesigned for Ongoing IterationDefine and leverage any behavior dataProgram: Automate Experience Without Sacrificing RelationshipDesigned for Long-term Customer Lifecycle✓Orchestrate multi-stage programs and create granular paths for ongoing engagementMore Freedom to Innovate✓Test and iterate based on cadence, cross-channel engagement, sequence or revenue per e-mailPurchasedOnlineIn-storeDataSwitchSend EmailCampaignSend PushNotificationMessage Designer: Engage Consumers with the Right Message Consumer marketers can create personalized, compelling content without technical helpFastNew what-you-see-is-what-you get HTML to upload and publish dynamic contentEasy Marketer can individualize message for customer without complex data rulesResponsiveView and toggle message preview in tablet, mobileand desktop.Insight: Link Customer Engagement to Real RevenueB2C Cross-Channel Marketing Analytics✓Measure revenue by purchase segment✓Understand performance across channels suchas e-mail, mobile, web, and display✓Analyze positive and negative engagementacross dozens of metricsTake the Consumer Experience Cross-ChannelEmail: Quality Messaging Drives More Revenue Establish positive sender reputation andimprove email deliverabilityDeliver compelling content that drives revenueOrchestrate consistent messagingLower barriers to message creationMobile SMS: Reach Consumers Immediately, And On Their TermsEasy Mobile CampaignsLeverage eleven out-of-the-boxtemplates for SMS campaignsIntegrated SMSMessage consumers as part of anorchestrated programSMS SimplicityManage keywords, short codesand long codes in one viewMobile Push:Deliver Relevant Consumer Interactions in Real-TimeContextualized by LocationReach consumers at the right timeand the right placeIntegrated MessagingAdd Push within the context of anorchestrated, cross-channel programReach Multiple AppsChoose what mobile applicationsyou want to push to within yourorchestrated programDisplay: Drive Cross-Sell Revenue and Convert Abandoned Purchases✓Retarget message to ideal customers across digital channels ✓Influence transactions in non-intrusive wayEmbed Display into Overall ProgramCross-Sell E-mail CampaignDisplay AdData Switch Purchased EarbudsAdd-to-Cart No purchaseSocial: Enrich Cross-Channel Interactions and MessagingLeverage social sharing within email messages and promotionsHelp Boost Social ConversionsWeb: Leverage Behavior to Trigger Relevant CampaignsDeliver Message That Drives Conversions✓Web events trigger e-mails inreal-time✓Pull in data from webanalytics to improve targetingMarketing Simplicity Customer-Centricity Enterprise ReadyThe Business Value of Orchestrated Customer ExperiencesUnify Messaging EffortsSimple, but powerful, solution to createand message new productsOptimize and TestCreate journeys that last, and iteraterather than re-buildScale marketing messagesMore than 1 billion orchestratedcustomer experiences per monthOpen Data ModelPull In data from commerce,marketing CRM, and other campaignsystems to inform targetingMore Individualized ExperienceAutomate customer lifecycle withoutdehumanizing itImprove Retentionby giving customers the products theyactually wantCustomers are flocking to brands that can deliver individualized experiences.Source: Responsys survey data, 2013Consumer reactions to brands who deliver individualized experiences vs. notCustomer Centric companies earn positive customer sentiment at a significantly higher rateCampaign Centric brands earn negative customer sentiment at a significantly higher rate.V a l u e s i t s c u s t o m e r sU n d e r s t a n d s m y n e e d s213%196%193%183%H a s e a r n e d m y l o y a l t yR e s p e c t s m eDisinterests me138%142%184%Doesn’t recognize me individuallyFrustrates me89 Billionemails per year5 Billionactive recipients in programs1.5 Petabytesof data storedThe world’s most sophisticated brands deliver individual customer experiences at an enterprise scale.is a Modern Marketer.ResearchQuoteApplicationPayment How do you deliver the personalized experience you get from an agent, at massive scale?start programwait5dayssendemailThanks forstartingshowdisplay adEligible forgroup policy +sendemailMobileopt-Instillactive?nosend emailCan you helpmissing aps?yes+send sms messageMissing an itemsend sms messageYou’ve been approvedpolicy ready?yes+send emailAccept your coverageend programDigitally orchestrated messages deliver a better personalized experience.vs.Agent Net Promoter Score:-4Digital Net Promoter Score:+38SocialEmailWebDisplayMobileThis approach drives results.+70%+225%+300%open ratesconversionratesrevenueper email+162%+600%responseratesprogramrevenue124x revenue generationvs. promotional messages+200%+900%+200%open ratesclick-throughratesrevenueper email+120%+300%open ratesclick-throughrates+100%+300%open ratesclick-throughratesThe Oracle Marketing CloudCustomer-Centricity. Marketing Simplicity. Enterprise Ready.Unify DataDelivered Across All ChannelsAggregate your marketing data and target the right customers.Engage AudienceOrchestrate individualized, relevant customer experiences.Analyze PerformanceAttribute revenue and gain better insight into customer experience.•BlueKai Data Management Platform •Cross-Channel Marketing•Social Marketing •Content Marketing•App-Cloud and BlueKai Partners •Oracle Marketing Cloud AnalyticsThank you.。