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Copyright © 2014 Oracle and/or its affiliates. All rights reserved.

“数”玩营销云

DATA


Data holds the promise of a superior customer experience 基于数据洞察打造卓越客户体验 • Most executives

saw shifts in their ability to serve customers due to data analytics

数据的价值 • They expected

even bigger changes in the future

未来的方向


At least, that’s the theory: The reality is a bit different 数据驱动营销仅仅是理论上可行吗?

Only 7% of marketers surveyed by CMO Council could deliver real-time, data-driven omnichannel experiences at all touchpoints 只有7%的CMO能够做到基于数据驱动的实时跨渠道客户体验


What’s standing in the way of a data-driven omnichannel customer experience? 问题的根源：割裂的系统和碎片化的数据 • The pain points are familiar: fragmented systems and organizational silos—as well as budget 由于系统架构、组织架构和预算投入的问题，营销数据无法有效获取和快速利用


只有十分之一的CMO和CIO认为互相协作的非常顺畅

5

问题的根源：营销数据的使用者和管理者目标不一致

Source：Accenture


问题的根源

Copyright © 2017, Oracle and/or its affiliates. All rights reserved. | 6

DISCONNECTED INTELLIGENCE 目标客户失准

Only 11% of marketers have high confidence in the

audience they’re targeting.

— Nielsen

DISCONNECTED DATA客户数据分散 31% of companies have > 30

marketing vendors

— Econsultancy

DISCONNECTED EXPERIENCES 客户体验割裂

94% of customers discontinue communication with a company because of

irrelevant messages.

— Blue Research


One element of that cohesive experience is personalization个性化体验是数据驱动营销的目标

• Consumers typically like personalization (as long as it’s not too creepy)

客户希望得到个性化的体验 • But they wish it was even better—often it’s not relevant enough

个性化体验需要结合数据和场景


通过数据驱动寻找更多的目标客户


数据驱动引领智能营销升级

营销数据营销洞察营销智能


数据的产生和管理离不开营销技术

11

51% of organizations are now using 21 or more digital marketing solutions (eConsultancy)


搜索

广告技术

实时数据

市场营销管理

用户体验

市场策略

移动化

内容创意

分析

社会化

技术架构

新兴技术


http://chiefmartec.com/

营销技术公司在过去七年大量兴起


An integrated portfolio of best-in-class applications that enables

B2B and B2C marketers to drive sales, increase brand loyalty and enhance

the customer experience 甲骨文营销云的定义：

数据驱动的客户体验优化和收入增长平台

14

CONNECTED INTELLIGENCE 连接智能

CONNECTED EXPERIENCES 连接体验

CONNECTED DATA 连接数据

Copyright © 2017, Oracle and/or its affiliates. All rights reserved. |


CON

NEC

TED

DA

TA数据

CO

NN

ECTE

D IN

TELL

IGEN

CE智

能

CON

NEC

TED

EXPE

RIEN

CE体

验

OPEN PLATFORM Oracle Marketing

AppCloud

ORACLE COMMERCE

CLOUD

ORACLE LOYALTY CLOUD

ORACLE RESPONSYS Cross-Channel

Marketing

ORACLE BLUEKAI

Data Management Platform

ORACLE SOCIAL

Social Listening and Engagement

ORACLE MAXYMISER

Testing & Optimization

ORACLE INFINITY

Digital Analytics

ORACLE ELOQUA Marketing

Automation

ORACLE SALES CLOUD

ORACLE MARKETING

CLOUD

ORACLE SERVICE CLOUD

STORE SOCIAL TV VIDEO DISPLAY MOBILE SEARCH EMAIL WEB

ORACLE CONTENT & EXPERIENCE

CLOUD

ORACLE CONTENT

MARKETING Content

Marketing

1ST PARTY DATA 第一方数据 2ND / 3RD PARTY & PUBLIC DATA 第二第三方数据

Online, Offline & Enterprise Oracle Data Cloud Social Data Platform

IDENTITY RESOLUTION (ORACLE ID GRAPH) ID识别平台

CUSTOMER PROFILES 客户画像平台

ORACLE ADAPTIVE INTELLIGENCE 人工智能平台

甲骨文营销云的架构-Marketecture


甲骨文的ID识别和管理平台

ORACLE ID GRAPH

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 17 1/25/2018

甲骨文数据云真实的海量数据


50亿条有效受众数据 40,000 个标签分类… Oracle 营销大数据市场

品牌数据: 汽车, 旅游, 教育, 金融, 零售, 专业服务,消费品, 房地产

人口属性(1B): 性别, 年龄, 家庭收入, 子女

兴趣 (1B): 汽车, 艺术品与娱乐, 爱好, 体育活动, 政治, 其他.

互联网电视(250M): 电视平台的受众数据:


数据驱动营销的真实案例


最完整的Madtech技术平台和大数据的完美结合

June 2011 Oracle WebCenter

Sites

July 2012 Oracle Social Marketing

December 2012

Oracle Marketing Automation

October 2013 Oracle Content

Marketing

December 2013

Oracle Cross-Channel Orchestration

January 2014 Oracle Mobile

Marketing

February 2014 Oracle Data

Management Platform

January 2015 Oracle

Datalogix

August 2015 Oracle Testing

& Optimization

November 2010 Oracle

Commerce

January 2016 Oracle

AddThis

CI

April 2016

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 21 21 Copyright © 2017, Oracle and/or its affiliates. All rights reserved.

Data 360º 视图

营销从了解客户的数据开始

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. 22 22 Copyright © 2017, Oracle and/or its affiliates. All rights reserved.

客户画像开本田车

健康食品

4台智能设备

经常出差 (酒店航空金卡)

10岁的孩子


Account Based Marketing 识别和培育目标客户

• 通过DMP的ID Graph技术智能进行客户识别和画像

• 对目标客户进行媒体定向

• 选择Linkedin渠道匹配目标客户数据并推荐HR解决方案

• 通过营销自动化系统Eloqua培育销售线索

• 销售线索经过评分后进入CRM

Copyright © 2017, Oracle and/or its affiliates. All rights reserved. 23

HR 总监-领英会员


案例：B2B数据驱动营销ABM

24

Audience Acquisition 集客营销

Content Amplification

Paid social

3rd Party Cookies

CXD eDMs

Business/Solution Messaging 解决方案-培育线索

Business Banners One

Business Banner Two

Inbound 线索产生商机

Bundle Message

Download Message

Solution Message One

Solution Message Two

LinkedIn

Eloqua Landing Page

目标客户

Bundle

Yes

No

Landing Page

Content Amplification Audience Cookies

Nurture Program

& BDC Follow

Up培

育过

程

Increases Topic and Engagement Scores 销售线索评分

Eloqua Landing Page

Landing Page

引流方法


案例：数据洞察到数据智能（客户行为数据DBL）


案例：数据驱动的营销自动化MAT


B2C数据驱动营销-航空酒店行业

20%

Increase in new

member acquisition in airline loyalty

program

93% Higher conversion

rate 65% higher email

open rate 5.8x higher revenue-

per-email

132% Increase in

revenue per email

54.8% responder-

to-open-rate

22% increase in

customer pickup rate

CGO 邮件营销内容营销数字化营销数据库营销会员管理

5M+ Customers receiving

dynamic emails showing relevant

content and translations

300% Increased click rates

120% increase in

open rates

27


“Now we use customer data and behavior to target display ads and deliver them when the customer is in the market. This aligns display with our contact strategy and our relationship marketing programs, and makes it easier to optimize.” 通过分析客户数据和行为数据，结合广告曝光和邮件营销策略，提升在线订车的提车率

28


Dollar Thrifty的挑战: 改善网上订车的取车率 Order to Pick-Up

业务挑战

转化率问题. 很多旅客网上订车之后，没有去指定地点取车.

缺乏实时互动能力. Dollar Thrifty的客户订车以后，怎么样进行实时的沟通来强化他们的出行选择?

缺乏跨渠道营销能力. 有些客户愿意接受邮件，有些客户不看邮件，怎么跨渠道沟通?

29


Dollar Thrifty 提升了22% 的取车率 Dollar Thrifty’通过结合广告曝光和邮件营销两个渠道，基于客户行为数据来实现实时个性化服务

取车率

(营销活动转化率)

22%

选择接收邮件

不选择接收邮件

第一封

确认订车邮件

在线订车

全家旅行

第二封

提醒邮件

提供车型

升级选项

客户转化

(现场取车)

广告曝光增加客户粘性（积分/贵宾服务/免费升级）

感谢选择

服务邮件

客户转化

(现场取车)

感谢选择

服务邮件

效果

30

广告曝光（提醒取车和SUV车型升级选项）


CGO：通过测试产生数据洞察从而带动收入增长


WINNER

+33%

希尔顿酒店官网提升了33% 的客房预定率


“数”玩营销 —基于数据洞察的客户体验优化和收入增长

PROSPECT & ACQUIRE Connect data and activate it across

paid media channels 建立客户数据模型并进行付费集客

ENGAGE & CONVERT Deliver tailored, optimized experience to

drive purchase or collect contact 根据客户画像和行为数据进行体验优化

和转化率提升

RETAIN & GROW Orchestrate experiences across paid,

owned and earned media to drive cross-sell and upsell revenue 通过全渠道与客户互动提升

客户复购率

LOOK-ALIKE MODELING

Anonymous Prospects潜客 Known Customers熟客

AUDIENCE TARGETING 目标客户

EXPERIENCE OPTMIZATION 体验优化

CUSTOMER LOYALTY 忠诚度


Scott Brinker

通过营销技术积累数据和使用数据的最佳实践


最佳实践：Cisco玩转数据驱动营销


Search E-mail

Websites

Display

Mobile

BLUEKAI DMP

Unifies data 数据管理

Build/segment the audience

客户标签和分群精准广告

触达 Data in

Demographics 人口属性 User age, income, geo, gender, job title, seniority, education etc.

Psychographics 消费心理 Lifestyle, Interests, Personality etc.

Firmographics 企业属性 Company size, name, age, revenue, vertical, Geo etc.

Behavior 行为属性 Engagement level, Stage of buying journey, Search Keywords, Downloads, Video views etc.

Cisco.com

Audience optimization & analytics 数据分析和优化

INPUT 输入

Persona 用户画像

DATA数据

营销目标

最佳实践：Cisco玩转数据驱动营销


最佳实践：设计客户体验之旅 - Cisco Security 产品

Enab

lem

ent

• 设计营销活动 • 客户分群策略 • 全渠道自动化互动 • 营销内容动态选择

• 媒体选择 • 数据匹配 • 广告触达

• 智能线索识别 • 线索评分和转化 • ROI分析

• 第一，二，三方数据管理 • 客户画像

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