1+1 = 3: enhancing oracle marketing cloud with an enterprise customer data platform

1+1 = 3: Enhancing Oracle Marketing Cloud with an Enterprise Customer �Data Platform

Introductions

Benjamin Diggles �AppCloud Director

Gangadhar Konduri�Chief Product Officer

Agenda

• Overview •  Demystifying customer data platforms •  The marketing cloud perspective on CDPs

•  The retailer imperative •  Challenges for today’s omni-channel retailer •  Leveraging first party data across the enterprise •  Case studies: lululemon and JOANN Stores

•  Enhancing Oracle’s ecosystem with a CDP •  Harnessing data from Oracle Data Cloud for a unified customer view •  Fueling outbound systems with a master customer profile •  Leveraging Oracle Cloud to bridge the online/offline divide

Demystifying CDPs

Why CDP? It’s all about the Customer The new ground for competitive growth advantage is the customer that drives strategy

Brand/ Advertising

Marketing/ Promotions

Experience/ Engagement /Social /Journey

Channel/Transaction/ Omni

Product/ Pricing/ Availability

First party identity resolution

Analytics across the customer journey, behavior and value

Segmentation and 1-1 messaging

Intelligent and clean customer data available on-demand and batch

Ability to bring together disparate data sources related to customers

How a CDP Empowers the Oracle Marketing Cloud

Vision for the Modern Marketer

Connect Online and Offline Interactions to One Customer Tie interactions to one customer across all devices and channels

Bridge Anonymous and �Known Marketing Connect all proprietary and 3rd party data to increase relevance

Adapt with Behavior-�Based Orchestration Empower the customer to dictate their own path

CDP Interest�3x More Web Searches, 8/16 vs 8/17

3x more searches

CDP Interest�Rise in Gartner Hype Cycle, 10/16 vs 7/17

Features of a Customer Data Platform Most CDPs Are: •  Marketer managed •  First-party focused •  Customer-level •  Extensible •  Real-time

AgilOne’s Founding CDP: •  Unifies offline data as well as online •  Includes machine learning and data modeling •  Persists PII data •  Provides dynamic micro-segmentation •  Provides data cleansing, deduping, stitching •  Syndicates data to “final mile” marketing tools

Where a CDP Fits with a Marketing Cloud

NEXT STOP

Purchased Online

Switch

Send Email Campaign

Send Push No=fica=on

In-‐Store

Orchestrate the Experience: Let Customers Dictate Their Own Path Adapt to individual customer behaviors and real-‐=me interac=ons

Any Ac=vity

Any Preference

Oracle Marketing Cloud Perspective

The Retail Imperative

Siloed Data Creates Challenges for Marketers and Across the Organization

Can’t orchestrate experiences across mobile,

social, digital, in-person, etc.

Can’t realize maximum potential of technology investments

Engagement challenges Efficiency challenges

The Rift Between Digital and Offline Interactions Fractures View of Customer

14

DESKTOP

OFFLINE

MOBILE APP

MOBILE WEB

11%�Marketers who have high

confidence in the audience they’re targeting.

-Nielsen

�

The Division Between Anonymous and Known Marketing Data Prevents

Relevance

85%�Of CMOs say data spread channels prevents cross-

channel consistency.

- CMO Club

Greg Jones, 30, Chicago Past Purchase: Jeans

ANONYMOUS KNOWN

Take Gap, for Example

• Moving all retail applications into Oracle’s cloud ecosystem •  Sharing data across brands •  Exposing inventory to online customers; staying in

stock •  For four major brands (GAP, Old Navy, Banana Republic,

Athleta), shop across brands and have one check-out experience

• Maximizing technology investments to minimize costs over time

“A huge percentage of our business is still store-based business and for us to leverage our capabilities within the stores is critical.”

Paul Chapman, CIO, Gap Inc. �at Oracle Open World, October 2017

Leveraging First-Party Customer Data Across the Enterprise

Outbound Marketing Customer Experience Analytics and APIs Digital Advertising

•  Display optimization by suppressing buyers (Criteo)

•  Google customer match lookalike on AdWords, Youtube

•  FB/Instagram custom audience

•  DMP display targeting segments (BlueKai)

Acquisition focused audience based targeting leveraging first party customer data for DMPs, retargeting and ad networks

Personalize customer interactions and offers on the website, CRM i.e. all customer facing system in real-time

Segment customers based on value, behavior and attributes and deliver 1:1 content on every marketing message

Calculate and predict key marketing metrics; attribution, lifetime value, clusters, likelihood to buy. Available through direct query access, UI and APIs

•  In store events (Eventbrite)

•  Call center ticket complaints (Oracle RightNow, SFDC service cloud)

•  NPS Scores (Medallia)

•  Physical location (Euclid Analytics)

•  Mobile app integration for engagement (mParticle)

•  Web personalization (Adobe T&T, Maxymiser, Monetate)

•  Email segmentation (Exact Target, Responsys,…) for VIP, Lapsed, behavioral, value and profile based segments

•  Real-time triggered emails (Replenishment, search, browse)

•  Direct Mail

•  SMS, Push notifications

•  Attribution tied to customer LTV, acquisition sources (Google Analytics, Omniture)

•  Clustering (behavioral, interest)

•  Likelihood to engage, buy/churn/convert

•  Next best product, next best offer

•  Customer 360 API, Event API

•  Interactive SQL Query on AWS RedShift

•  Incremental Data Export on AWS S3

Data Append

Transaction Data

CDP + Oracle Cloud Ecosystem

Customer Interaction

Email

Web Behavior

Mobile Application

Call Center

In-Store Events

WebTag

Customer Interaction

Decision/Analytics Systems

Outbound Marketing Email/SMS

Social

Web Site Personalization In-Store Clienteling

Enterprise Data Warehouse

Addressable Media Retargeting

DMP

3rd Party Data Sources

Data Export

Call Center

Personalized engagement

Insights & Predictive Analytics

Single Customer View

Customer Data Platform

Web Analytics

NPS scores

•  Customer profiles •  POS, Web Transactions •  Product Catalog

lululemon Challenge

Solution

Results

Next Steps

•  Increasing omni-channel engagement

•  Gaining single view of the customer

•  Amplifying authenticity of in-store relationships across digital ecosystem

•  Single view of the customer across all channels

•  Integration with Oracle Marketing Cloud and Oracle Data Cloud

•  Email, Facebook, in-store, website personalization

•  Intelligent ad suppression •  Call center enabled with 360 Profile •  In-store clienteling •  Optimizing mobile experiences

15% Increase to baseline revenue

50% Boost in website visits

25% Increase in event participation

JOANN Stores Challenge

Solution

Next Steps

•  Unify data from 870 stores, digital, mobile app, email into one customer profile

•  Activate customer insights across entire ecosystem

•  Easily open up data

•  Customer data platform •  Support for billions of

transactions and events, even during Black Friday

•  Support for custom attributes & business needs via platform configurability

•  Leverages tech partnerships •  More integrations •  More fully leveraging machine

learning models

Results

150% Increase in online orders

3x Increase in reactivation response rate

18% Increase in incremental revenue in just two months

Enhancing Oracle’s Ecosystem with a CDP

Data Ingested from Many Systems Mobile Apps

Custom mobile �apps

Data Append

Web Analytics

Customer Sat

Call Center Social

In-Store Events

SMS





Etc…

Data Orchestrated Across Many Systems

Adtech

ESPs

Call Center

Website �Optimization

Social

SMS





Etc…

Clienteling

Offline •  Past Purchase Data •  Buying Propensity •  Life=me Value •  Trade Shows

Owned Digital Channels •  Website Engagement •  Email Marke=ng •  Social Data •  Mobile Apps/Web

Purchases & Transac7ons •  Web Commerce •  Sales CRM •  Marke=ng CRM •  Point-‐of-‐Sales

Third-‐Party Data •  Intent •  Geography •  Interest & Lifestyle •  Branded •  Demographic

Connect Data: Bridge Known and Anonymous Marke=ng Data

Data Ingested from Many Systems

25

Acquire Acquire best customers by connec=ng your owned and 3rd party data

Engage Individualize experience for your known customers.

Convert Target customers with relevant products, service and message

Retain Bridge offline and digital worlds to drive loyalty, winback and cross-‐sell.

Leverage Solutions for Every Step of the Customer Lifecycle�

Use case •  Segmented customers based on AgilOne Single View of

Customer •  Hyper-targeted email personalization

Benefits

•  Enhanced Responsys profiles •  Continuously update and enhance Responsys profiles �

with AgilOne’s data

•  Enhance customer intelligence in AgilOne with Responsys data, leading to additional targeted campaigns •  Integrate Responsys data (e.g., sign-up date, email/SMS events)

•  Better user identification rates •  Not cookie dependent; uses RIID integration •  Identify customers seamlessly across devices/browsers

+

Use case •  Suppress some ads for recent offline buyers

•  Target ads based on omni-channel analytics •  Target customers who are not responding on other

channels on display

•  Leverage AgilOne customer intelligence, segments in DMP

Benefits •  Intelligent ad suppression

•  Greater return on ad spend

Results •  3-5X volume in AbCart/AbBrowse emails → $$$

+

Intelligent, Orchestrated Personalization

Key Takeaways Oracle’s perspective • CDPs are pivotal in the market • AgilOne is the best CDP for

enterprise brands •  For omni-channel marketers, a CDP

is a crucial complementary piece to Oracle Marketing Cloud

AgilOne’s perspective • AgilOne customers benefit from

leveraging a CDP with Oracle Marketing Cloud and Oracle Data Cloud

Are you ready for a CDP?

•  Siloed data? •  Need to increase profitability of

customer relationships? •  Need to create consistent

experiences across online/offline channels?

Contact AgilOne to learn more.

AgilOne Webinar Coming Soon: �Maximizing Store Sales with a Customer Data Platform December 5th, 2017

10:00 AM PT / 1:00 PM PT In this webinar, you’ll learn: •  How to use customer data to maximize

same-store sales •  How post-purchase and browse

abandonment campaigns from store visits and purchases increase revenue and customer engagement

•  Winning strategies for clienteling apps •  How AgilOne customers are leveraging

stores to increase incremental revenue