Tag Archives: marketing automation

Marketing Automation, Beyond the First Hello

Marketing Automation, Beyond the First Hello

Marketing automation tools make it simple for marketers to enhance the customer experience (CX), enabling them to do things like send out personalized welcome emails or quickly handle problems involving abandoned carts. But marketing automation technology provides efficiencies in other areas that make a marketer’s life easier and improve CX.

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6 Ways Marketing Automation Is Evolving for CMOs

As a CMO, your job is to be ready for every marketing development. You’re never allowed to stand still, because the moment you do, something in your industry will change, and you’ll fall behind the competition.

Unfortunately, turnover for marketing jobs is increasing. One survey revealed that the average tenure of a marketing CMO is less than four years, and burnout is the number one cause. Automation is the solution to avoiding this burnout. It’s one of those constantly-evolving trends that’s a hot topic for marketers. 

Many CMOs are hesitant to engage in automation because it can have negative effects, like being banned from accounts or poor engagement. However, the landscape for automation is changing, and CMOs don’t have to be as scared of automation as they once were. In fact, you should be using it to your advantage as it continues to improve. 

You have enough on your plate without having to worry about spending enough time on social media to engage with users and create a strong brand. Here are some automation advancements that you’ll likely appreciate as a CMO. 

1. Real Engagement Is Possible 

In the past, automation bots were always a problem. Many CMOs refused to work with them because they caused awkward situations, lost your followers, and even got your account suspended or banned. 

However, automation has come a long way. There are still bots and automation services that can pose problems, but many more offer high-quality services that allow you to connect with real followers and not fake accounts. For example, SocialCaptain gets Instagram followers with strategic automation. The platform gets you real engagement as a result of authentic strategies guided by AI expert algorithms. 

There are great tools for every social media platform, not just Instagram. You can free up a lot of your time by using these tools while maintaining the desired engagement from your target audience. 

2. More Accessible Data 

In an interview with, Forbes, Matt Gay, CMO for Accenture, said that data is one of the marketers’ biggest challenges, particularly when it comes to the ability to use it. “It’s got to be in a form and format that is easily accessible and useable going forward, so you don’t have to have an IT person sorting through and making static reports,” he says. 

Thankfully, there is automation to handle a lot of the legwork in data analysis. The right software tools can help CMOs not only gather data but turn it into insights that can be used for advertising and marketing purposes. 

“CMOs would traditionally use data scientists and their analytics,” Gay says, pointing out that this is no longer a necessity with today’s machine algorithms that can do more than data scientists ever could. 

“Even with analytics and algorithms, these processes are manual, slow, and not leveraging the full capability of data scientists,” he continues. “As well, since machines can process massive amounts of data quickly, they will uncover insights faster and more efficiently than humans…allowing the data scientists to use their brains more and continue to seed the algorithms.” 

It’s an incredible tool that every chief marketer should be leveraging for the promotion of their business. 

3. Provides More Context 

Machine learning and artificial intelligence have come leaps and bounds in the last few years. They can now gather contextual clues much better than before, limiting inaccurate and sometimes embarrassing mistakes of the past. 

“Brands can use automation for contextual marketing, offering more personalized interactions,” says Linda Turley, an attorney at Turley Law Firm, who has experienced this first hand. “For example, data shows you when your target audience is usually online. Then, you can set your content calendar to post content at these times,” she explained. 

Additionally, data can show you trending topics, high-performing posts on social media, and highly effective advertisements in your industry. This information gathered with bots and other automated tools can give consumers the customized experience they most desire. 

4. More Valuable SEO 

SEO was once all about the use of keywords and link building to make your content searchable. However, it’s turning into a more personalized experience where quality content that’s highly valuable is king. 

Automation offers us what’s known as semantic SEO, “which aims to decipher what kind of question the person typing words into a search bar is actually trying to answer,” says Matthew Walker-Jones of Marketing Tech News. 

These semantics add value to SEO everywhere, offering a more tailored approach to understanding and catering to user behavior. 

“This marketing technique goes a long way to improve the traffic of a website by employing meaningful metadata through the removal of ambiguity in search queries and further creates clusters of content, grouped semantically by topic rather than keywords, developing meaningfully-connected networks that better respond to user searches,” he says. 

5. Augmented Reality Changes Social Media 

Connecting with consumers on social media is getting much more complicated and involved now that augmented reality is a part of the automation chapter. More and more users are demanding augmented reality, especially on social media. 

Many brands are responding, including major makeup producers like Estée Lauder and Loreal that allow you to try on colors with Facebook Messenger bots before they make a purchase through the app. Brick-and-mortar companies are also using AR to give consumers a tour of their businesses. 

AR is not out of your reach, no matter the size of your business. Automation tools not only provide insights on the highest-performing AR platforms, but they also make them more readily available. Simple smartphone apps and software tools are affordable and provide many options for incorporating these themes into existing marketing campaigns. 

6. Improved Integrations 

In the past, very few automation tools worked together. You utilized separate tools that ignored the others, giving you an incomplete picture of the collected data. Non-integrating automation tools still exist, but they’re becoming the minority. 

This is good news because seamless integration of every automation tool you use is vital to delivering a holistic experience for the customer. 

“The strategic focus of marketing automation needs to shift from the campaign or component approach to the customer journey in totality to deliver on the seamless customer experience promise,” advises an article from Martech Advisor that focuses on where automation will be by 2020. 

By the time we reach 2020, the current marketing landscape will be completely different, thanks to the prevalence of automation. These changes continue for the better, helping CMOs focus on what’s most important while staying on top of their engagement and marketing campaigns. 

Having trouble convincing your CEO that Marketing Automation is the key to sales and marketing success? We've got you covered. Download our free guide.

Ceremonial Adoption – I Am Sure You Have Come Across It Before!

What is a common and fairly regular feature of Digital Transformation and Customer Success initiatives? I am sure you have seen it before. It starts with a CEO presentation on stage at the annual Company All-Hands, where they present the company's focus or the new vision. This announcement could be linked to the Big Tthe company is engaged on like becoming a digital-first business or putting the customer at the heart of everything the company does.

But then when you speak to the people on the inside, they will tell you a completely different story. Digital First or Customer Success is a big announcement that is not translated on the ground in the day to day life of the company. The announcement is just that, a PowerPoint slide.

I have always been interested in these cases as they massively impact the success and adoption of solutions brought in to support the business in this transformation.

I discussed the topic with Professor Stan Maklan at Cranfield University and he introduced me to the academic concept of “Ceremonial Adoption”. It is surprisingly not a very popular topic and I could not find a lot of content on the subject, except a few academic papers like this study published in 2011 by Bas Hillebrand from University of Nijmegen (Holland).

Here is the definition of Ceremonial Adoption and it sums up a lot of what I have personally experienced: “Ceremonial adoption involves gaining legitimacy benefits of being an ostensible adopter of a new and innovative practice while performing little or none of the activities typically associated with that practice. Typically Ceremonial adopters lack “internalisation” of the practice” for two key reasons:

  • They are not convinced of the value/importance of the change and are only adopting to respond to mimetic/social pressures
  • They fail to understand the demands and requirements of the changes they are promoting

As a result, they will not fully embrace fully the transformation and stick towards a basic implementation of the solutions with little customisation. Ceremonial adoption therefore means the business is compromising the economic effectiveness and the ROI of the technology.

I also found a classification to describe this concept in a bit more details looking at the interaction between implementation and internalisation to define the adoption typologies (Source: "The Adoption of Human Resource Management Practices & Perceived Performance of Foreign Subsidiaries" by Dr Maura Sheehan):

 

  • Where there is minimal implementation and internalisation the adoption is ‘minimal’
  • Where implementation is high but internalisation is low then there is likely to only be ‘ceremonial’ adoption
  • Where there is low implementation but high internalisation, the adoption of the practice is likely to be in ‘assent’
  • And where there is both a high level of implementation and internalisation there will be ‘active’ adoption.

Any major transformation cannot stay high level, it does require some internal changes in the organisational model, a rethinking of processes and the up-skilling or hiring of the necessary people. The lack of internalisation is something we have witnessed first hands with several clients in their Digital Transformation journey. Unless the business realises the imperative to have subject matter experts from within, the project is likely to be incomplete or even fail.

For any software vendor, the risk of Ceremonial Adoption is of importance as it would lead to minimal adoption and a lack of ROI since the solution would only like be partially implemented and our customers will not achieve the value they expected.

I am really keen to get your feedback on the concept of Ceremonial Adoption. What’s your experience of it, either within your company, with partners, providers or customers? How do we ensure our customers actively adopt the changes required by our technology? What does it take for the business to go beyond the ceremonial announcement?

Ceremonial Adoption – I Am Sure You Have Come Across It Before!

What is a common and fairly regular feature of Digital Transformation and Customer Success initiatives? I am sure you have seen it before. It starts with a CEO presentation on stage at the annual Company All-Hands, where they present the company's focus or the new vision. This announcement could be linked to the Big Tthe company is engaged on like becoming a digital-first business or putting the customer at the heart of everything the company does.

But then when you speak to the people on the inside, they will tell you a completely different story. Digital First or Customer Success is a big announcement that is not translated on the ground in the day to day life of the company. The announcement is just that, a PowerPoint slide.

I have always been interested in these cases as they massively impact the success and adoption of solutions brought in to support the business in this transformation.

I discussed the topic with Professor Stan Maklan at Cranfield University and he introduced me to the academic concept of “Ceremonial Adoption”. It is surprisingly not a very popular topic and I could not find a lot of content on the subject, except a few academic papers like this study published in 2011 by Bas Hillebrand from University of Nijmegen (Holland).

Here is the definition of Ceremonial Adoption and it sums up a lot of what I have personally experienced: “Ceremonial adoption involves gaining legitimacy benefits of being an ostensible adopter of a new and innovative practice while performing little or none of the activities typically associated with that practice. Typically Ceremonial adopters lack “internalisation” of the practice” for two key reasons:

  • They are not convinced of the value/importance of the change and are only adopting to respond to mimetic/social pressures
  • They fail to understand the demands and requirements of the changes they are promoting

As a result, they will not fully embrace fully the transformation and stick towards a basic implementation of the solutions with little customisation. Ceremonial adoption therefore means the business is compromising the economic effectiveness and the ROI of the technology.

I also found a classification to describe this concept in a bit more details looking at the interaction between implementation and internalisation to define the adoption typologies (Source: "The Adoption of Human Resource Management Practices & Perceived Performance of Foreign Subsidiaries" by Dr Maura Sheehan):

 

  • Where there is minimal implementation and internalisation the adoption is ‘minimal’
  • Where implementation is high but internalisation is low then there is likely to only be ‘ceremonial’ adoption
  • Where there is low implementation but high internalisation, the adoption of the practice is likely to be in ‘assent’
  • And where there is both a high level of implementation and internalisation there will be ‘active’ adoption.

Any major transformation cannot stay high level, it does require some internal changes in the organisational model, a rethinking of processes and the up-skilling or hiring of the necessary people. The lack of internalisation is something we have witnessed first hands with several clients in their Digital Transformation journey. Unless the business realises the imperative to have subject matter experts from within, the project is likely to be incomplete or even fail.

For any software vendor, the risk of Ceremonial Adoption is of importance as it would lead to minimal adoption and a lack of ROI since the solution would only like be partially implemented and our customers will not achieve the value they expected.

I am really keen to get your feedback on the concept of Ceremonial Adoption. What’s your experience of it, either within your company, with partners, providers or customers? How do we ensure our customers actively adopt the changes required by our technology? What does it take for the business to go beyond the ceremonial announcement?

Evolving Analytics: Descriptive, Predictive, Prescriptive

Makers of Modern Marketing at Oracle: Elena Drozd 

Welcome back to the Makers of Modern Marketing at Oracle! A blog series dedicated to the architects and risk-takers behind marketing at Oracle to give readers a peek into how we are building the future of digital marketing from the inside-out.

This month we had the pleasure of sitting down with Elena Drozd, senior director of data science and advanced analytics, to discuss recent leaps in analytics and where those leaps will lead. Spoiler alert: Predictive analytics is the present — and future — of digital marketing. 

Drozd spends her time at the epicenter of data science and analytics She manages a team of eighteen data scientists and regularly acts as a bridge between their techie, analytical minds and the business side of Oracle. 

Analytics for All

Oracle’s “Analytics for All” philosophy rings particularly true for Drozd, “We should be building tools so that non-analytical professionals can have accessible data to fuel data-driven results.” While Drozd herself may hold a PhD in mathematics, she believes that enabling all employees to have access to clear, comprehensive data will best serve Oracle in this data-driven future. 

 

“Part of our job is to make you feel comfortable with the data, help non-analytical people use and trust data more.”

 

As marketers, we know that there is a plethora of data available to us, and most of us are keen to tap into every avenue possible, but how can we handle that data better? Improved visualization has played a major role in enabling data scientists to equip the less tech-minded with key information from the abundance of metrics. 

What used to require detailed, custom-built solutions can now be achieved through adept use of always-on capabilities. “Part of our job is to make you feel comfortable with the data, help non-analytical people use and trust data more,” says Drozd. “And, we’re working to create tools, which will facilitate that.”

Want to be able to walk into the office, and ask for your revenue stats first thing? Or maybe get an update on how that recent campaign is doing? Your voice command assistants Alexa or Siri can do more than read out movie times and the weather. Soon, they will be able to interpret your data for you. 

“I see Oracle Voice Assistant extending its presence into the majority of our applications.” This will be a real leap for Oracle customers, in terms of further enabling their digital transformation and empowering business leaders directly with key data insights. 

Descriptive. Predictive. Prescriptive.

Three words Drozd applies to the past, present, and future of data analytics: descriptive, predictive, and prescriptive. Descriptive analytics refers to knowing where your business stands in the industry (Who is your buyer? What are their needs?) and applying that knowledge to your future business models to drive improved results. 

Predictive is what is on the tip of everyone’s tongue. What is your customer going to do next? And how do we anticipate that? Predictive analytics has allowed marketers to create unique segments and personalize communications down to the individual. As companies continue to move from more traditional tactics with their digital transformations, predictive will continue to play a huge role in how marketers and data analysts build business models. 

But what’s next? Drozd believes we stand on the precipice of what she refers to as prescriptive analytics, “the missing piece between data scientists and business leaders: the concept of what action you should take right now when predictive intelligence tells you the most likely outcome in the future.” In fact, recent implementation on machine learning is already turning this phase of analytics into a reality. 

An Argument for Transparency

Despite these developments, computers aren’t forcing data scientists onto the endangered species list. Machine learning can make predictions and helps make sense of the data, but it needs clean data to achieve the most relevant results. Data scientists build the algorithms that identify what is important for a particular use case. However, one size does not fit all when it comes to analytics, so the data scientists and the business side need to work together to construct productive business models.  

Drozd believes that “We need to have a very deep understanding of data and relationships within the data, but also how that relates to the business on a larger scale.” The ability to run analytics using machine learning and predictive models is exhilarating, but without the right knowledge for each use case, it may not be terribly useful at all. Ultimately, applying each of these attributes to your future data analytics program will allow data scientists and marketers to gain the most in-depth view of customers and the market as a whole. 

To gain even further insights, some organizations are employing analytics centers of excellence, which are designed for a specific department and are equipped with experts in that domain. These centers gain very deep solution knowledge by pairing data scientists with domain experts who “know deeper details about what types of problems could occur and can be nimble when designing and implementing that domain”, according to Drozd. Oracle has a well-established team for this exact purpose. 

Mixing Tradition with Innovation

With nearly 13 years at Oracle under her belt, Drozd can offer some insights to future marketers and data analysts who want to see what the field has to offer. Drozd, like many others at Oracle, is a lifelong learner. Her field is constantly shifting, so she suggests that every analytics professional “keep their skills current.”

“We don’t need to approach every problem like a hammer to a nail.”

However, don’t forget the traditional roots of data science either. “We don’t need to approach every problem like a hammer to a nail. Sometimes you can achieve much more with less effort and simpler tools.” Drozd mixes this combination of new and traditional methods into her skillset to provide a well-rounded strategy that appeals across lines of business. 

“I’m one of those people they call a ‘lifer’ at Oracle,” says Drozd of her relationship with the company on a whole. “It’s the deep respect and professionalism; collaborative spirit; cross-team sharing of expertise and knowledge that I love about my team and my time at Oracle.” Plus, the unparalleled technology stack is enough to make any reasonable data scientist drool.  

 

Adobe Acquires Marketo: Good Things Are Seldom Cheap

Adobe Acquires Marketo: Good Things Are Seldom Cheap

Last week, Adobe Systems Inc. announced it had reached an agreement to acquire leading marketing automation firm Marketo from Vista Equity Partners for $4.75 billion. This marks the second time this year that Adobe has made a major play at expanding its dominant grip around the digital marketing space.

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Marketing in the Age of the Connected Customer Experience – 3 Questions Marketers Must Answer

1. Every vendor claims to provide a data-driven marketing solution. What’s changed in the marketing landscape, and how can you stay competitive? 

Within the last decade, marketing has evolved to become one of the most data-driven professions anywhere. Savvy marketers are championing rich data as the foundation to executing personalization at scale. Personalizing the customer experience is the key to delivering higher ROI from your marketing investments, and building lasting relationships with your customers. So, with the need for scalable personalization, and with a dynamic marketplace, what would be the best strategy for building the most useful and competitive marketing automation solution?  

The key starting point to building great, data-driven marketing campaigns is having access to the right data to understand and target your customers. A Data Management Platform (DMP) is one of the first pieces to consider adding to your toolkit. DMPs provide the means to conduct audience targeting and data unification, while simultaneously delivering audience insights and analytics. 91% of marketers have or plan to adopt a DMP to enable a unified view of the customer

However, marketers shouldn’t stop there. They also need data strategies that transcend data silos and connect online, offline, 1st, 2ndand 3rdparty data to accurately select their audiences. Bringing all this data together is a big challenge. Oracle is leading the way to solving these issues through its acquisitions and integrations of DataLogix, BlueKai, and Moat. The Oracle Data Cloud makes it possible for marketers to leverage Oracle’s comprehensive data strategy in order to deliver personalization at scale to their customers. While many other companies offer DMP capabilities, it’s important to know how complete their views of the customer really are. A limited view of customer data only enables limited personalization. Several DMP solutions in the market focus on only online data and lack data ownership capabilities, providing a partial and often inconsistent view of the customer. 

Marketing leaders will benefit greatly by investing in a comprehensive data strategy.  Building marketing campaigns that include segmentation, targeting and customer analytics effectively enable a rich, singular view of the customer through data, helping to deliver the highly personalized customer experiences demanded by today’s consumers.

2. Customer journeys have changed. They are now infinitely unpredictable. Since marketing solutions need to manage the entire customer journey, what is mission critical, and how can I get this right? 

Customers switch channels effortlessly as they skip around sites and devices, double back and pause – each person taking their own unique path to purchase. Accenture revealed that 78% of customers receive a fragmented experience as they move from channel-to-channel. Among the biggest culprits are marketing technologies that specialize on providing a great experience on one channel, but fail to deliver that same high-quality experience across other channels of engagement. To address this challenge head-on, marketers need to leverage cross-channel orchestration tools that manage customer interactions across multiple channels such as email, SMS, MMS, push notification, in-app messages, display ads, web and mobile web campaigns. Only with the right tools can a marketer deliver the richest, most personalized experience across the widest variety of engagement channels. 

Picking the right vendor to enable high-quality and consistent cross-channel engagement requires examining several factors:

  • Is cross-channel orchestration a key strength of the vendor? 
  • Can the vendor continue to support your growth as you scale your campaigns? 
  • Does their product roadmap continue to invest in cross-channel orchestration as a key capability? 
  • Does the vendor have a reputation for supporting customers and working with them closely to strategize and solve problems?

 

Oracle Responsys has long been recognized as a leader in the market for cross-channel orchestration tools. It has a history of innovation and a roadmap looking towards the future to stay ahead of the need to reach customers with highly personalized interactions at scale across the important channels of engagement. Aside from a history of producing great technologies, Responsys also has the service and support to ensure you are successful in building winning customer engagements that serve your customer with the right answer on any device, any time and every time. 

3. Is your organization prepared for the expanding role of the CMO? 

Traditionally, CMOs have primarily been tasked with brand-building as their key metric of success. But today, that picture has changed as more than 70% of CEOs now hold CMOs accountable for top line revenue growth.

For CMOs to keep their job, they must think more broadly about customer acquisition, cross-sell and upsell opportunities, and increase the lifetime value of each and every customer. Putting the customer at the center of the marketing focus and building superior end-to-end customer experiences is now a table stakes requirement for being a successful CMO.

The good news, according to Gartner, is that the CMO is well positioned and uniquely qualified to own and drive strategy around the customer experience. The marketer has the holistic purview of the brand-to-consumer, and brand-to-prospect relationship, more so than anyone else in the organization. Building high-quality customer experiences is the new marketing currency to win and retain customers.

In this never-ending challenge to own and improve the customer experience, marketing, and other business units must adapt their processes, practices, and technology to connect marketing, sales, services and loyalty programs. 

Oracle’s Customer Experience platform is a trusted partner in helping organizations deliver a seamless, high-quality, experience for every customer as they move on their journey from a prospect to a customer to a vocal supporter. In business transformation, customer experience is the new battlefront. Does your company have the right weapons?

Deliver a seamless customer experience across a multichannel landscape with our helpful guides.

 

Why do Marketers Switch Marketing Automation Solutions?

(It’s Because Their Needs Outgrow System Capabilities)

When speaking with leading enterprise marketers who chose to re-platform, many expressed the need to change their marketing automation system due to issues with vendor support, price, performance, scalability and sometimes their own ability (or inability) to work with IT. Looking at the underlying issues we found, you can see several factors with the following anonymized quotes which led to the decision to switch:

  • “The business grew ten-fold in the last few years and the volume of customer interactions grew even more. A new marketing system was needed that could scale with the business.”
  • “Once the volume of customer interactions increased, the prior system started to have slow performance. For example, when analyzing huge data sets, queries could take a long time. Marketers don’t want to sacrifice system performance for scale.”
  • “The system reached its limits to deliver more complex or higher scale campaigns. Many vendors have solutions which are perfectly suited for small to medium-sized organizations. But when marketing demands grow to be enterprise-class, their systems failed to keep up with our needs.”

Switching to a new marketing automation solution can be a sizable commitment of money and effort. Many marketers feel reluctant to invest in an enterprise-class solution for fear of paying for features they don’t believe they currently need. However, with today’s cloud solutions and consumption-based pricing, marketers need only pay for the features they use, making it easier for marketers to justify an upgrade in technology and purchase solutions which can scale with their needs.

Bait-and-switch Features

Marketers who moved to Oracle Marketing Cloud solutions from other systems, often complain that their previous vendor did not deliver the features and functionality that was initially shown in the sales demo or disclosed in the RFP. Some marketing vendors offer alternate versions (on-premise and cloud) of their marketing automation software with varying capabilities.  

Frequently a sales team will present the best features and capabilities that exist across both versions. After the purchase, the marketers are left with partial solutions which they felt could do one thing but lack many of the features of what they really need to be successful. Be careful of these bait and switch tactics and only buy from a trusted vendor who can deliver on their promises set in the sales cycle. 

Hidden Fees

Hidden fees are usually the talk of the town in the cell-phone industry.  So, we were really surprised to hear of customers encountering hidden fees after purchasing a marketing automation solution. 

Some marketers found that after purchasing a new solution, key features they require to be successful actually cost extra. These fees can add up and in many cases can justify the expenditure of switching to a new vendor just to avoid the long-term costs. 

At Oracle Marketing Cloud, with our one price model, we have made the purchasing decision for marketing clients even easier, by providing simpler, flexible and transparent prices. To learn more, click here

Personalization at Scale for B2C Companies

It’s become common knowledge among marketers that personalized marketing provides higher ROI and directly benefits consumers in the form of better engagement and more personal brand relationships. Therefore, smart marketers are constantly investing and pushing to make their marketing more personalized. Yet, these same seemingly smart marketers are making a dumb mistake – forgetting to focus on the underlying fundamentals which are the key enablers of good marketing personalization.

In a Harvard Business Review article, Mark Ariker et al. described the importance of integrating three key factors to developing a learning ecosystem for high quality, scalable personalization. They called this the 3Ds – data discoverydecision making, and content distribution. These three must be integrated to deliver on the promise of personalization.  This practical approach is how the Oracle Marketing Cloud helps to bring these capabilities together. 

The 3D Approach to Personalization at Scale 

  1. Data Discovery covers the process of “sourcing and combining traditional and behavioral data to uncover meaningful insights about customers.” Data discovery is often underutilized due to how challenging it can be to coax meaningful insights from a wide range of disparate data. Oracle’s Data Management Cloud uses the Oracle ID Graph to unify data across multiple online and offline channels to easily develop a singular and holistic view of the customer. 

  1. Decision Making can be automated with AI as long as there is a source of high-quality data and the advanced analytic capabilities to recognize and utilize patterns, behaviors, and preferences. Oracle built its reputation on providing easy access to the highest quality data. Oracle’s Data Management Cloud, in conjunction with the analytical models from the Oracle Responsys platform, provides marketers with the data and analytics needed to scale up and deliver high-quality personalization. 

  1. Content Distribution is the next concern for a marketer once you’ve sourced the scalable data and powerful analytics required for personalization.  Today, content distribution seems to be only about getting the right piece of content to the right person. Yet this is insufficient to live up to the expectations of today’s consumer. In addition to the right content to the right person, distribution capabilities must also include delivery on the right channel and at the right time. With Responsys’s advanced content distribution capabilities, marketers can create hyper-targeted, consumer-centric, digital orchestrations for any consumer across any device in real-time. 

Marketers are facing real challenges today in scaling up their personalization, delivering better, richer experiences for their customers while creating higher ROI for themselves. The 3D framework provided by the HBRcan provide a useful approach to understanding how to tackle the key areas which may be limiting your ability to scale personalization today. Oracle’s solutions can help in each of these critical path areas, providing better data inputs, more advanced and automated decision making, and seamless engagement across channels. 

To find out how Oracle Responsys can deliver the right experience for you, click here.