조성진상무 oracle applications, cxcloudworld.co.kr/down/t6_1 cx, your evolving customer.pdf ·...
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B2C Modern Customer Experience
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Customer
Acquisition
Retention Conversion
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Customer Data Management
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Customer
데이터모델조직및가족구조반영 / 분류 / 상호참조 / 커스텀속성정보
데이터통합및데이터보충레거시정보통합 / 데이터맵핑 / 중복방지및제거 / 3rd Party 데이터보충 (예, D&B 데이터등)
데이터품질및클렌징중복방지및제거 / 데이터병합 / 클렌징 / 주소검증및클렌징
데이터거버넌스추적기록 / 데이터활성화및비활성화 / 분석및리포트
시스템통합과데이터공유워크플로우 / 데이터내보내기와가져오기 / API를통한시스템통합
✓ 휘발성디지털흔적
✓ 마케팅목적지향성
?
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Customer Data Platform
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Customer
Source
Customer Data Management
(Profile)
Customer Behavior/ Digital Breadcrumbs
MultipleInformation Sources
CustomerEngagement Feedback
Customer Data Platform
Integration
ID Matching
Segmentation
Engagement (Activation)
Campaign
Testing & Optimization
Personalization
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Customer Intelligence Platform
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Customer
* CX Unity: 2019 하반기출시예정
AI / 머신러닝을이용한모델링, 예측, 최적타겟팅,
목적별자동세그먼테이션제시
Improved insights with AI
마케팅, 세일즈, 서비스전체여정에서의최적의고객
경험 Engagement와지능적대응
Pre-integrated with CX Cloud
ID Graph +
온라인, 오프라인, 오라클이제공하는 3rd Party 데이터의
통합및 Mapping
Consolidated Data Lake
Customer Data Lake1 AI Intelligence2 CX Engagement & Automation3
Multiple Sources+ 3rd Party Data
CDM CDP
Marketing / Sales / Service
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Oracle Customer Data Portfolio
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Customer
Customer Data Management Customer Data Platform Customer Intelligence Platform
데이터모델
데이터통합및데이터보충
데이터품질및클렌징
데이터거버넌스
시스템통합과데이터공유
모바일, 온라인,소셜마케팅데이터
마케팅반응및행동데이터
오프라인판매데이터
3rd Party 데이터
세그먼테이션및타겟팅 Customer Data Lake
Insights with AI & Machine Learning
Experience & EngagementEntire CX Journey Activation(Marketing / Sales / Service)
Oracle CDM Cloud Oracle CX Audience Oracle CX Unity*
* CX Unity: 2019 하반기출시예정
크로스채널
디지털캠페인
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Data Management & Targeting for Digital Ad
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Unify Customer Data
(No PII)
Build the Right Audience
Data OutData In
Oracle DMP1st Party
2nd Party
3rd Party(Oracle Provide)
Offline
Online
Sales Data
CRM
Search
Websites
Display
Mobile
Social
✓Ad Tech✓Owned Channel
Acquisition
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Data Management & Targeting for Digital Ad
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Acquisition
Connect &OrganizeAudienceData
Known Data (1st & 2nd Party) Anonymous Data (3rd Party)
▪ CRM / Web / Email / Offline Data
▪ Loyalty / e-Commerce
▪ Offline Store Data / Purchase History
▪ Partner Private / Branded / Demographic / Intent▪ Geographic / Interest / Life Style / Past Purchase
= 3rd Party Data from Oracle Data Cloud:72 Data Provider Partners + From over 15 M Web Sites + 50,000 Data Categories + 6 B Profiles
Insight &Add Meaning
Audience Analytics Taxonomy & Segmentation LOOK-A-LIKE Modeling & Automated Prospecting
Reach &Engage
Paid Digital Channels (Ad Tech: DSP) Owned Channels
Display
Programmatic, Premium, Portals
Video
In Banner, In Page, Connected TV
Social
Facebook, Twitter, LinkedIn, etc.
Mobile
iOS, Android, Apps, Browser
Commerce
Site Optimization, Landing Pages
Other
CRM, Direct Mail, Search
+
200+ MediaPre-integrated
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
매출 +400% 및 ROAS 630% 향상
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Acquisition
• 부문별고객 DB 별도관리및활용
–전사고객통찰력및시너지활용성저하
• 데이터웨어하우스에정적으로보관된고객
데이터의마케팅및광고활용방안부재
• 상품및프로모션오퍼링다양화에따른통합
마케팅접근필요
• 신상품및프로모션디지털광고를위한
“최적의타겟오디언스제공”
높은전환율실현 (신규고객확보)
• 오라클 DMP 도입후, 매출 434% 향상및 Return
On Ad Spending (ROAS) 630% 달성
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Conversion Cross Channel Campaign Automation
마케터를 위한
빠르고 유연한 캠페인 실행
기획과 분석에 더 집중
고객 반응에 따른
개인화된 자동 대응
캠페인 전환율 극대화
고객 반응 정보의
수집/재활용과
고객 Insight 선순환 체계
마케터의 경쟁력과
역량 집중 분야는?
디지털 마케팅
성과 극대화 방안은?
마케팅용 고품질 고객
데이터는?
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Conversion Cross Channel Campaign Automation
Multi Channel Campaign Cross Channel Campaign
메시지 메시지 메시지
개인화메시지
개인화메시지
개인화메시지
반응
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
타겟 그룹 A:감사 및 확인 e-메일(프로모션 배너 포함)
2일 대기
?프로모션 배너클릭 여부
확인
No
SMS/MMS클릭했던 상품할인 쿠폰
APP Push다른 상품카테고리프로모션
홈페이지 배너(프로모션)
오프라인매장에서의프로모션
Yes
타겟세그먼테이션
CDP / CIP
Conversion Cross Channel Campaign Automation
반응정보수집/분석
캠페인실행또는이벤트발생
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Conversion Oracle Responsys 도입성과
+70%+225%+300%
개봉률
전환율
이메일당매출
+162%+600%
반응률
프로그램매출
124x 프로모션을통한매출증가
+200%+900%+200%
개봉률
click-throughrates
이메일당매출
+120%+300%
개봉률
click-throughrates
+100%+300%
개봉률
click-throughrates
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Conversion 최적디지털경험의결정과정
등산을계획중인남성 스포츠활동관심여성 기본
Digital Analytics
Behavior Data-In to CIP
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Conversion Testing, Optimization & Personalization
네비게이션
고객반응유도형디자인및메시지
구매프로세스
검색프로세스
개인화된상품및카테고리
레벨오퍼
개인화된브랜드레벨오퍼
A/B Test | MVT Test | Personalization
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Conversion Insight & Improved Conversion
Source: https://www.oracle.com/marketingcloud/content/documents/casestudies/clarks-customer-success-oracle.pdf
• 일시적방문자의우량고객화
• 웹사이트변화에따른매출상관도분석필요
• 웹사이트고객피드백및통찰력확보필요
• 웹및모바일사이트에대한검증및최적화
프로세스부재
• 고객에대한향상된통찰력확보및전환율과
KPI 지표의향상
• 36개이상의캠페인에최대 160개변화요인
동시테스팅후, 성공적성과확인
• 고객비대면채널에대한테스팅프로세스및
검증문화확립
“After just one test, the outputs from Oracle Maxymiser were so significant and the benefits so
obvious, that we’ve been testing non-stop ever since.”
Web Analytics Manager, Clarks
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Retention Loyalty in Every Interaction
Eligibility
Earn Basis
Profile Update
Point Expiration
Accelerator
Bonus
Amount / Distancebased
Individualized or Generic incentives
API(Real-Time)
Batch
Tier / Partnerbased
Activity TypePurchase / Social
Website, eCommerce
Mobile App
POS, PMS
Wifi, Beacons, IoT
Social Activities
Call Center
Partners
▪ Points
▪ Vouchers
▪ Upgrade
▪ Counter
▪ Badges▪ Gamification
▪ Email/SMS
▪ Gift
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Retention Acquisition, Engagement & Retention
• 멀티프로그램동시진행
• 다양한포인트유형
• 복잡한 Tier 평가
• 유연한프로그램유형및설정
• 복수의프로그램파트너지원
• 개인및기업을위한멤버쉽지원
• 360 회원분석및통찰력
• 멤버쉽가입과추천프로세스
• 멤버쉽발급의자동화및수동지원
• 벌크멤버쉽정보변경지원
• 실시간 ‘적립 / 조회 / 사용’ 프로세스
• Batch 엔진을통한대용량트랜잭션처리와등급평가및조정
• 기간에따른포인트별유효성 Batch 처리
• 표준/개방형 API와프레임워크
• 범용확장성
• 데이터불러오기및내보내기지원
• 다양한오라클마케팅클라우드솔루션들과의통합
• 클라우드마켓플레이스를통한기능확장성
• 유연하고강력한프로모션관리
• 직관적인 Drag & Drop 인터페이스
• 창의적인프로모션을위해모든로열티 DB 테이블에접근가능
• 현업사용자를위한뛰어난사용성과편의성
• 오라클 Business Intelligence를통한실시간분석제공
• 데이터시각화제품(DVCS)들과의용이한통합
• 로열티 DB 테이블및오브젝트로의접근을통한유연한 Ad-hoc 리포트생성
프로그램관리 멤버쉽관리 로열티엔진 통합과확장프로모션관리 분석
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Oracle CX for Modern Customer Experience
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Customer
Acquisition
Retention ConversionOracle CDM / CX Audience
/ CX Unity*
Oracle DMP
Oracle ResponsysOracle MaxymiserOracle Loyalty Cloud
* CX Unity: 2019 하반기출시예정
B2B Customer Experience
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Campaign Lead Sales Service Request
▪ Digital Channels
▪ 3rd Party Data
▪ Targeting
▪ Lead Scoring & Qualification
▪ Lead Distribution
▪ (Partner & HQ Collaboration)
▪ Sales Planning & Forecasting
▪ Territory & Incentive Management
▪ Whitespace Analysis & Sales Intelligence
▪ Sales Force Automation
▪ CPQ (Configure, Price & Quote)
▪ Partner Relationship Management
▪ Communication & Collaboration
▪ CTI & Digital Channels
▪ SLA & Entitlements
▪ Service Request Management
▪ Knowledge Management
▪ Field Service Management
▪ Chatbot & IoT
▪ Service Intelligence
Discovery Nurturing Sales Activity Service
X-sell/Upsell
Prospecting Conversion Productivity & Revenue/Profit Efficiency & Customer Satisfaction
Campaign & Lead 적격리드발굴을위한캠페인
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
프로파일기반스코어링
디지털반응기반스코어링+
리드스코어링모델 자동화된리드검증과배분
영업활동관리리드육성
Campaign & LeadSamsung France Breaks New Recordswith 70% Lead Conversion Rate
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
• 캠페인및리드관리에서의영업과
마케팅팀의협업과프로세스연계이슈
• 대시보드및리포트를통한리드생성및관리
과정에대한투명한정보의전사적공유
• 시스템, 프로세스, 데이터에대한부서간통합
및조율
• 우량영업기회로전환될수있는실질적리드
발굴성과필요
• 리드전환율
7 배향상 — 전환율 60-70% 달성
• 마케팅의영업파이프라인기여도
8 배향상 — 40%+ 달성
• 도입후 6개월만에마케팅과영업부서간
협업체계완성
Source: https://www.oracle.com/customers/samsung-mktg-cld-story.html
Sales PerformanceManagement 영업전략기획
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Pipeline Building
Sales Coaching
Compensation
Sales Planning
상권별 예상 품목 수요
상권별 영업기회 현황
상권별 수요처 현황
상권별 실적
Upsell/X-Sell 기회 감지
신규 품목 수요 추천
재구매수요 발굴
목표 대비 실적 분석
사전 영업기회 현황
수요처 거래 현황
개별 영업 활동 현황
파트너 실적 분석
장려금 지급 현황
장려금 효과 분석
예상 장려금 분석
Win Back 수요 발굴
Territory 및 목표 관리 최적화
잠재 기회 발굴 고도화
영업 코칭 체계 정착과 강화
평가 및 보상 방식 최적화(고객/파트너 적용 가능)
수요처정보
가망고객
공시정보
입찰정보
영업기회
위치정보
Sales Intelligence
Quota
목표 배분 최적화
Territory
Whitespace Analysis
잠재 수요 자동 분석
Sales Dashboard
영업 성과 실시간 가시성
Incentive Compensation
장려금 관리 및
매출 최적화를 위한 설계
SalesOracle Sales Force
AutomationOracle Engagement Cloud – Sales
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
MS 오피스 365 (아웃룩) 오라클세일즈사용자인터페이스 AI 와 Chatbot을활용한 SFA 모빌리티
CPQConfigure, Price & Quote Quote-to-Cash Automation, Oracle CPQ Cloud
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
CPQConfigure, Price & Quote Quote-to-Cash Automation, Oracle CPQ Cloud
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
신속하고 정확한 견적 구성과 계약 절차
▶ 영업 생산성 및 주문 정확도 향상
복잡한 상품 및 서비스 구성에 대한
빠른 시스템 반영 및 유지보수 편의성
할인 및 마진 정책의 정확한 컨트롤
PRM Partner Relationship Management, Oracle PRM
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Channel Programs& Recruitment
Channel Knowledge
Partner Planning
Channel SupportChannel Marketing
Deal Registration/Approval& Sales ExecutionLead Distribution
Partner Assignment & Coverage
INTEGRATION ANALYTICS SOCIAL
B2B Service Oracle Engagement Cloud – Service
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Service RequestManagement
KnowledgeManagement
• SR and Activity Tracking• Sales & Service Collaboration• SLAs and Entitlements• Multichannel: Email, Phone, Chat
and Co-browse
• Agent Knowledge• Recommended Answers• Content Authoring• Self-Service Knowledge
• Integrated Knowledge• Submit and Track Cases• Drag & Drop Configuration• Custom Branding
DigitalCustomer Service
Customer 360
SALES SERVICE
B2BCustomer Experience Oracle B2B Customer Experience
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Sales Force Automation
Service & SupportCampaign &
Lead Nurturing
PRMCollaboration /Communication
Sales Mobility
Oracle CDM
Oracle Eloqua
Oracle Engagement Cloud - Sales
Oracle Engagement Cloud - PRM
Oracle Engagement Cloud – Service
Oracle Sales PerformanceManagement
OracleEngagementCloud - Mobile
Oracle FieldService Cloud
Oracle Social Network
Oracle CX Dashboard & Business Intelligence
Oracle CX Customers
Copyright © 2019, Oracle and/or its affiliates. All rights reserved.
Automotive & Manufacturing
High Technology
Financial Services
Communication & Media
Consumer Goods & Retail
Hospitality & Logistics
Healthcare & Pharma
Professional Services