Accelerating Global Campaigns: Leveraging Technology and Global Marketing

Accelerating Global Campaigns Leveraging Technology and Global Marketing

Sergio Restrepo , VP Global Digital MarketingAndy Fisher, Director Marketing Strategy

BUYERS PERSONA CANVAS

There´s never a lack of problems.

Customer Journey vs. Customer Lifecycle

• Consumer Journey

MAPPING

CONSUMER JOURNEY POTENTIAL

NOT IDEAL

• CONTENT

SOURCE: CURATA

INITIATIVES BLOCK

ADVOCATE

Customer challenges

Enjoy native fluency across all

channels and markets

What if every market was your home market?

With great content comes great responsibility….

PersonalisationOn A Grand Scale

An End to End Technology PlatformAnonymous Known

Prospect & Acquire Retain & GrowConvert (Website)

ORACLE CONTENT MARKETINGORACLE SOCIAL MARKETING

Leverage relevant content and engage customers

Send data via look-alike model back to DMP for Retargeting and

New Prospecting

WEB SITES

Delivers relevant digital experience, product or service to customer

E-COMMERCE

Oracle Data Cloud

Connect data and transform it into audience profile

ORACLE DATA MANAGEMENT PLATFORM

Search

DisplayORACLE CROSS-CHANNEL

ORCHESTRATION

Orchestrate adaptive experiences spanning all channels

Social

Mobile

Email

ORACLE MAXYMISER

Data informs most optimized experience

Acquisition

ACQUIRE: Deliver Seamless Cross-Channel Experience

Prospect browses web, and lands on a content

site, where he is recognized again and

served a display ad which he clicks on because of its

relevance. Sign up for price alerts

Prospect automatically added to campaign

Prospect searches for “Cheap Flights to NY”

Prospect does not click on the ad and

instead decides to do more research about

his trip.Additional Attributes Location: Boston Dates: Sept-Dec. Travel Purpose:

Leisure Loyalty Program:

Marriott Rewards In-Market: NYC Trips

NYC Deal Alert August 24, 2015 at 1:17PM

$350 Flights to NYC

a

VIEW DEAL

NYC FLIGHTS STARTING AT

$350

ACQUIRE: Target Prospects That Resemble Customers That Converted With Look-Alike Model

Additional Attributes Destination: NY Interests: Urban Customer: No Income: 80k+

Find You Ideal Customers Model Look-Alike With 3rd Party Audience Data

Deliver Relevant AdvertisingAcross Channels

a

SHOP FLIGHTS

DISCOUNTED FLIGHTS TO

THE BIG APPLE(bite in!)Attributes

Location: Boston Dates: Sept-Dec. Travel Frequency: 6+ Purpose: Leisure

ACQUIRE: Target Travellers In-Market for Air Travel Excluding Current Customers

Additional Attributes Location: Boston Travel Purpose: Leisure Loyalty Program: Yes

Oracle DMP Profile

BOS > SFO 9/27/15SORT BY PRICE

5:14am $3999:30am $610

1:40pm $275

Consolidate data

Target with Dynamic Creative

YOUR POINTS, SKY HIGH.

Earn more points when you book you flight directly

through our website

HOW?

Transform Proprietary 1st Party Data Into Actionable Retail Audience

CommercePurchase

DataSKUs

e-mailOpen

RespondersNon-Responders

CRMAccount, Contact Details, History

LoyaltyReward Card

Check-Ins

Web AnalyticsVisits

Duration

Connect Relevant 2nd and 3rd Party Audience Data

Geographic Demographic Interest Lifestyle

Behaviors Past Purchases Predictors Qualified Demographic

In Market

Activate Your Data Across Advertising ChannelsOrchestrate a more consistent experience across paid media channels

DisplayProgrammatic, Premium, Portals

Videoin Banner, in Page, Connected TV

SocialFacebook, Twitter, LinkedIn, etc.

MobileiOS, Android, Apps, Browser

CommerceSite Optimization, Landing Pages

OtherCRM, Direct Mail, Search

ConversionPart 1

CONVERT: Increase website conversion by personalisingCustomer Experiences based on behaviours

Oracle Maxymiser

Writes Review:NYC Restaurant

What’s the problem?

3%

Poor user experience and lack of personalisation produce low:

• Engagement• Conversion rates• Average order value• Retention

Inbound traffic cost

Revenue

92x more spent on driving traffic to a site than on making sure it converts

Get a Larger Percentage of VisitorsTO BOOK

Get Customers toBOOK MORE OFTEN

Get Them to Spend MoreEACH TIME THEY BOOK

Widening the funnel

3%

Revenue

+44%Searches

+27% Searches

CONVERT: Customer focus drives response

Brand

Function

Optimising cancellation and payment policy messaging can increase booking conversion by

an average of 9%.

Having a consistent and visible itinerary panel in the booking

flow increases conversion by 5% on average

Urgency messaging can increase revenue per unique visitor by 7%, but copy and positioning

can greatly influence the effect

Some typical success areas

HOW?

Test Anything…Test all possible combinations of your site, including dynamic content, with sophisticated multivariate and multipage campaigns.

On Any Site…From web to mobile and apps, our testing platform works on top of modern websites and supports custom sites and Single-Page Applications.

In the Easiest Way PossibleComplex testing scenarios can be created through a single visual editor with no IT involvement.

Powerful & Extensive Testing Platform

Maximize Conversions Deep in the Funnel

Run unlimited campaigns deep in the funnel and truly impact the business’s

bottom line – from customized shopping carts to secured checkouts.

Understand Where You Win At Every Stage

Identify wining areas within your funnel and understand where visitors

are converting for each and every step they take.

Make an Impact: Test the Strategic Parts of Your Website

Discover Profitable Opportunities for High-Valued Segments

Gain insights necessary to focus on the personalized experiences that will have the biggest impact on conversions and revenue.

Move the Needle: Gain the Highest ROI on Your Testing & Personalization Efforts

ConversionPart 2

CONVERT: Decrease Customer Acquisition Cost with Effective Targeting

ConvertOffer Matching

Individual Interests

Anonymous

KnownAbandoned Browse

Flights to NYC from $310August 24, 2015 at 1:17PM

It’s time for a trip. Check out our lowest fare guarantee offers.

The Importance Of Mobile

Unique open rate(37% higher then travel

industry benchmark)

59%Responder-to-open rate

(132.3% higher then travel industry benchmark)

55%Key Results

47% €2.90Click-through rate Revenue per email

(132% higher than travel industry benchmark)

CONVERT: Leverage Rapid Retargeting to Increase Conversions with More Personalized Offers

Increase ConversionCustomer Visits the Travel Website Personalize the Experience

TRAVELSITE:Looking for a winter getaway?tra.vel/Qw21

Oracle Confidential - Restricted 68

HOW?

True Cross-Channel OrchestrationA Single Identity Across All Channels

Integrate cross-channel communications and truly break down traditional product silos

Personalize interactions based on cross channel preferences, attributes and behaviors

Target unique audiences with precision and provide them with relevant engaging content

Powerful, yet easy to use program canvas

Rich SegmentationUse a wide variety of customer behaviors, attributes and preferences to target your best customers.

Flawless ExecutionEasily create content with Message Designer and schedule campaign with the unified Program Canvas

Best In Class ReportingMarketer friendly interface allows marketers to take action without running queries or engaging IT.

RETAIN: Engage In-Market Customers with Social Listening and Third-Party Data

Leverage social to target 1st party audiences

Create audience with similar behaviors and attributes

Oracle Social Marketing Oracle DMP Increase Engagement Across Social Channels

Excellent stay in NYC, thank you @hotel chain

RETAIN: Bridge Offline and Digital Worlds to Drive Loyalty, Winback and Cross-sell

Start with Digital Profile Data from your Cross-Channel

Customer Data Base

Enrich with Offline Purchase Data from Brick & Mortar

Store Purchases

Orchestrate more Personalized Experience

cross-channel.

Enrich Digital Profile with Offline Purchase Data to Orchestrate More Personalized Experiences

TRAVEL CATEGORIESSELECT

Hotel and Lodging Buyers

Air Travel Buyers

Cross-Channel Marketing Platform

Oracle Data Cloud (Datalogix) Cross-Channel Marketing + Oracle Data Cloud

Summary

An End to End Technology PlatformAnonymous Known

Prospect & Acquire Retain & GrowConvert (Website)

ORACLE CONTENT MARKETINGORACLE SOCIAL MARKETING

Leverage relevant content and engage customers

Send data via look-alike model back to DMP for Retargeting and

New Prospecting

WEB SITES

Delivers relevant digital experience, product or service to customer

E-COMMERCE

Oracle Data Cloud

Connect data and transform it into audience profile

ORACLE DATA MANAGEMENT PLATFORM

Search

DisplayORACLE CROSS-CHANNEL

ORCHESTRATION

Orchestrate adaptive experiences spanning all channels

Social

Mobile

Email

ORACLE MAXYMISER

Data informs most optimized experience

PersonalisationOn A Grand Scale

World Class Customer

Experience

Content

Execution

Data

THANK YOU