Tag Archives: Oracle Marketing Cloud

Getting to Know the GDPR

You cannot get marketing right if you get privacy wrong. With the GDPR (General Data Protection Regulation), European and global marketers have new privacy requirements. As a leading provider of marketing technologies, Oracle is committed to helping our customers comply with the GDPR. This effort starts with awareness, so let’s cover the first line of questions and answers.

Who Is Affected?

GDPR will apply broadly to any company, whether based both inside or outside the European Union (EU), that collects and handles personal data from EU-based individuals.

What Data Is Involved?

“Personal data”: any information relating to an individual who can be directly or indirectly identified from that information.

What Are Marketers’ Obligations?

The key obligations involve how marketers collect, manage, and protect personal data. For example, you need to get an individual’s consent when you collect personal data, you need to observe certain security guidelines when storing and transmitting such data, and so on.

When Do the New Rules Take Effect?

May 25, 2018.

What Happens If My Company Violate the Rules?

It depends on the violation, but GDPR-related fines can be as large as the greater of 20 million euros or 4% of a company’s prior-year worldwide revenue.

What Is Oracle Doing for Customers?

Oracle is committed to helping our customers address the GDPR’s new requirements that are relevant to our offerings. Oracle Marketing Cloud products that handle personal data already have built-in privacy and security features. We are reviewing these, creating new documentation, and providing other information resources to accelerate our customers’ adoption of the GDPR.

Where Do I Learn More?

The Oracle Marketing Cloud has a GDPR Resource Center. On it, you’ll find our white paper, “You Cannot Get Marketing Right If You Get Privacy Wrong.” And for non-Oracle reading, I recommend this Overview of the GDPR by the United Kingdom’s Information Commissioner’s Office.

Webinar – Oracle Marketing Cloud and the GDPR

Join us for this webinar to learn the upcoming GDPR regulations and how you can prepare yourself for them.

November 29, 2017

Register for 9AM ET/3 PM CET

Register for 3PM PT/ 6 PM ET / 10AM AEDT

 

Ignite the Fan Experience

As a fan of the Golden State Warriors, I’m still gushing over their 2017 NBA Championship win.  Congratulations Dubs!  We’re so proud.

Being in the Bay Area, we are very lucky to have talented sports teams including basketball, baseball, football and hockey.  Having been to every stadium/arena, the fan experiences are quite different!

At home, we’re spoiled by the HD surround sound, consistent internet connectivity and multiple screens so we won’t miss any moments.

As stated in “Should the Chief Marketing Officer Oversee The Whole Customer Experience?” report, the consumerization of IT has created often unfulfilled customer experiences. 

At stadiums for example, there are:

Lines: they were everywhere from parking lot, front entrance, concession vendors, bathrooms, leaving the game, you name it.

Limited connectivity: it’s very slow.  So slow to load it’s hard to watch replays or look up real-time stats.

Disengaged experiences: once I step away, I missed plays. 

Arch rival: gotta love them.  That’s why it’s a game!

Supportive fans: those are the best and there are tons of them!

At live events, there’s no frustration among fans waiting in long lines.  We’re patient, interactive and social, at least before the game.  Social networks and consumerization of IT have created the expectation with apps, online and mobile experiences that’s easy to use and fun keeping us engaged. 

With all the digital disruption in every industry from retail to manufacturing to banking, this is the perfect place to use technology and data to enhance the customer experience with the Oracle Simphony Cloud

At live events, spending less time in lines should be an easy fix!  The action is what fans like me are most passionate about and it would be the next best thing to be able to enjoy a more interactive, modern experience like this:

 

 

Cannes Lions 2017 Sights, Sounds And More

Last week saw the close of another Cannes Lions event, AKA the International Festival of Creativity. As the dust settles, I figured now's a good time to take a look back at some of what was said, seen and heard. 

Let's start off with some sights and sounds. 

First up is Sylvia Jensen, Head of Marketing, EMEA, Oracle Marketing Cloud. As part of her Instagram takeover she took viewers for a walk. Take a stroll with her from the Palais to the Cannes Oracle Deck, the heart of where marketing and advertising leaders converged to celebrate creative achievements and innovation during Cannes. 

And no Sylvia doesn't really walk that fast. Or then again maybe she does. 

Next up is Ron Corbiser, CEO of Relationship One who shares some insights on his first day at event. 

Quotable Quotes

Here's some quotable and notable quotes from Cannes Lion 2017:

  • "Life is about being authentic & not worrying about the outcome" - Halle Berry
  • "Transformation now is led by customers." - Jennifer Renaud, CMO, Oracle Marketing Cloud
  • "Digital transformation is about doing biz differently." - Senior Marketing Director, Global Tropicana Brand, PepsiCo
  • "It's very difficult to lead transformation from the center." - Una Fox, VP Digital Marketing Technology, The Walt Disney Company
  • "Success is not linear. Opportunity comes in many guises," Tina Brown, CEO & Founder at Tina Brown Live Media
  • "It is really imperative to have a diverse team driving the Marketing agenda" - Antonio Lucio, Global Chief Marketing & Communication Officer at HP Inc
  • "In a data driven world, small moments can drive bigger outcome." - Kristen O'Hara, Chief Marketing Officer, Time Warner Inc.
  • "We need to make a case that equality is good for men & for people in majority" - Sheryl Sandberg, COO, Facebook
Gender Equality

Sheryl's quote is the perfect segue to talk about a major topic that came out of Cannes: gender equality. In her post on LinkedIn last week Alex Rynne referenced this very topic as being one of the trending topics to come out of Cannes.

"Marketing execs weren’t running away from the diversity issue at this year’s event... Several large companies announced plans to run continual research over the next decade on gender equality. As Unilever CMO Keith Weed put it, 'Why would you only use half the talent in the world if you can use the whole talent in the world? You could get a lot of middle aged men and teach them to try and think differently or take a diverse group of people and leverage the diversity among them.'”

Moreover the findings of research that was released at Cannes revealed that “85% of women said that when it comes to representing them, the advertising world needs to catch up with the real world.”

Additional findings of the research, which was from The Geena Davis Institute on Gender in Media at Mount Saint Mary’s University and J. Walter Thompson New York include:

  • There are twice as many male characters in ads than female characters.
  • 25% of ads feature men only, while only 5% of ads feature women only.
  • 18% of ads feature only male voices, while less than 3% of ads featuring female voices only.

To make real change, however it can't be just men talking to men or women talking to women. As Renaud points out "we need men in the room to have a dialogue in order to make real change." 

More Pics

Here's a few more pics from Cannes Lions 2017 and Oracle.

Kristen O’Hara, CMO, Global Media, of Time Warner Cable and Jennifer Renaud CMO, Oracle Marketing Cloud discuss how they are empowering their teams to create heroic marketing moments for growth.Kristen O’Hara, CMO, Global Media, of Time Warner Cable (L) and Jennifer Renaud CMO, Oracle Marketing Cloud discuss how they are empowering their teams to create heroic marketing moments for growth.

(From L-R) Cory Treffiletti, Vice President - Marketing & Partner Solutions, Oracle Data Cloud, Charlie Chappell, Head of Media and Advertising Hershey Company and Blake Cahill, Global Head of Digital and Social Marketing, Royal Philips talk balance they face every day between infusing emotion and logic into their creative strategy.

The Four Temperaments of Organizational Alignment

It seems to be an unwritten rule. Or maybe it’s our collective failure to think of history as anything more than a collection of dusty tales from long dead, tech-deprived societies. Or maybe it’s simply ignorance. Whatever it is, it seems rare for anyone in the business world to look to the ancient Greeks for insight on organizational behavior.

There have been a few articles written over the years that touch on what ancient Greeks had to say about personal behavior, justice, leadership, and ethics, and community, preparation, and discipline but I can’t recall ever seeing anything that shared ideas they espoused that could be borrowed today in an effort to have business organizations work better together. So I’ll take a stab at it by lining up The Four Temperaments with the various stages that a company’s internal organizations are likely to experience as they embark upon an effort to align around a common goal.

Organizational Alignment is one of the ten capabilities we believe companies need to focus on and achieve higher levels of excellence in if they are to truly digitally transform. I’ll be periodically sharing stories around a few of these capabilities in future posts, and while my favorite is Customer-Centricity, I’d like to start with Organizational Alignment.

Why Organizational Alignment? Because it’s about people, emotion, and conflict. It’s about leadership and competition. It’s hopefully not about betrayal and deceit but one can never rule anything out. Because it touches the raw nerve of a company, Organizational Alignment is the one capability out of those ten with the most potential for bending the arc of history back towards ancient Greece and those four temperaments. Those four temperaments (in case you didn’t click on the link above) are: Choleric, Melancholic, Sanguine, and Phlegmatic. They are words you’ll not likely utter or read once a year, maybe not even in your lifetime. But they offer apt descriptions of each stage that occurs when, being a key digital transformation initiative, all the various organizations that touch customers are informed that they will need to operate from a single source of customer data.

Choleric (short-tempered, fast, or irritable, fiery) – Cries of heresy! “Operating from a single source of truth about customers?” “Why should other teams see what I’ve entered in the CRM?” “Why would my customer notes matter to their work? I don’t care about theirs; why should they concern themselves with mine? If I need to let them know about a customer matter that I’m responsible for I’ll let them know.”

Admit it, you’ll feel territorial. You’ll feel cynical, skeptical, threatened, controlled, pressured by Big Brother, disrespected, and probably a little hurt. I mean, come on, why should Sales and Marketing operate off the same customer records (same fields, no hidden data) as Support (and vice versa)? If this is how you envision your reaction then you’ll be in the first stage, the choleric stage.

How to resolve and move forward:

  1. Leaders must clearly describe to their organizations all the reasons why a single data source is critical
  2. There must be consensus on point #1 amongst all organizational executives
  3. All executives are peers in this initiative
  4. Even though it involves only the internal organizations, the customer is the most important party in this initiative. Empathize with the customer. See this from McKinsey to really understand what that statement means.
  5. Urgency, momentum, and transparency are critical attributes

Melancholic (analytical, wise, and quiet) – You’ve adjusted a bit and tamped down the fire. Your org is talking to the other orgs and collectively you’ve moved into a more analytical phase. Maybe the first thing that comes to your mind at this point is that your organization should be the one that defines the rules. After all, your organization has traditionally “owned the customer”. Wouldn’t it be logical for the group that knows the customer best to define the rules?

If I were you I wouldn’t shout that too loudly. That paradigm sailed away years ago along with its poor track record once SaaS rocketed onto the stage. No one but the customer owns the customer now.

How to move this phase along:

  1. Accept and embrace the initiative; understand and buy-in to the goal of placing the customer at the center of the CRM and conceptually have all organizations revolve around them
  2. Accept that internally transparent data is the best way to serve the customer

Sanguine (enthusiastic, active, and social) – This is when things become fun. You’ve met new people (your colleagues in the other organizations) and they appear to be quite bright and ambitious. You think they’re okay and that you might actually be able to work with them.

How to move this phase along:

  1. Figure out new ways to serve the customer from the common data records you’re all using.
    1. Is the data revealing surprising information about the customer
    2. Is the data suggesting that your existing processes are not working as you had hoped
  2. Make change happen
  3. Communicate the same messaging to all organizations about the wins

Phlegmatic (relaxed and peaceful) – Some time later, after all the other temperaments have sequentially run their course, comes this state during which you can review and pat each other on the back. Oh, and you can also expect to see your customer retention rates go up.

Yay! Congratulations! One capability down, nine more to go.

Stay tuned!

If simplifying things sounds useful to you, you might like to check out Customer Experience Simplified, to discover how to provide customer experiences that are managed as carefully as the product, the price, and the promotion of othe marketing mix.Customer Experience Simplified

 

Image source: Pexels

How To Get Heroic At Cannes Lions 2017

The word hero or heroic connotes something having to do with something brave or bold and may involve the saving of lives, rescuing puppies or something to that effect. 

Or if you're of a certain age the word hero conjures up this:

Man do I miss those cheesy videos from the 80s. 

But I digress. 

Contextually Relevant

When we use the word hero or heroic in the context of marketing, however, we're not talking about rushing in to save the day at the last minute or storming a castle. 

But that does not mean we marketers cannot be heroes and heroic.

On the contrary.

At Cannes Lion 2017 you can learn all about how to be heroes in marketing. In fact if you're planning on being at Cannes Lion this year you will want to get this event on your calendar... now. 

Heroic Marketing: Seizing Opportunity in the Face of Uncertainty

  • Monday, June 19th
  • 1:30 PM at the Oracle Deck 

Abstract:

Heroic marketing is not just about deploying the tools—it’s also about harnessing deep insights with new digital “superpowers" like artificial intelligence, chatbots, and the Internet of Things. As digital tools transform business at lightning speed, marketers and advertisers must identify opportunities others don’t see and act on it in the face of uncertainty. Join Jennifer Renaud CMO, Oracle Marketing Cloud and Kristen O’Hara, CMO, Global Media, of Time Warner Cable, as they discuss how they are empowering their teams create heroic marketing moments for growth.

The above is just one example of the Thought Leadership sessions from Oracle during the event. Here's the full list of sessions for your viewing and and scheduling pleasure. 

For even more details on ALL things Oracle at Cannes Lion 2017 click here.

And you know you want to learn more about the Marketing Cloud that marketers love and IT trusts.

3 Reasons to Attend Modern Marketing Experience 2017

Oracle Marketing Cloud customers, partners, and team members alike are gearing up for our flagship event, Modern Marketing Experience, April 25-27 in Las Vegas.

We’re hoping to see you there! Understanding that your time is in high demand, and your to do lists are always-evolving, here are three reasons why Modern Marketing Experience is a valuable and vibrant event to add to your calendar:

1.    Select your experience based on topics relevant to your interests. This year’s event offers session content focused on six themes to support marketers’ evolving education: Brand Experience; Data Driven Marketing; Marketing Automation; Cross-Channel Marketing; Mobile Marketing; and Account-Based Marketing. Think of the events grounds as a one-stop shop forum to learn about the most helpful and progressive strategies, tactics, and technologies driving modern marketing. 

2.    Garner wisdom from the brightest in the marketing crowd. Hear from leading brands across a variety of industries, segments, and specialties on their digital marketing success. Modern Marketing Experience is packed with customer and partner presentations that offer the input necessary to help you find value in your usage of similar tools and techniques. With fresh ideas and proven use cases, you are likely to walk away with new insight on old tricks by hearing from successful organizations that know how to most effectively leverage marketing technology. Celebrate excellence in Modern Marketing at the annual Markie Awards where we recognize innovation in a variety of categories.

3.     Enjoy the show(s)! In addition to the high-value keynote and sessions focused on marketing to help you in your career, the event offers an opportunity to enjoy Vegas, home to countless inspiring and entertaining shows. Take an extra day to enjoy The Strip and one of the many concerts, magic shows, and musicals. Maximize your experience with an invigorating performance!

You can view more details, session highlights, and speakers at the event page. 

3 Reasons Why Customers Submit For A Markie Award

As much as I love the actual Markie Awards night, it’s the days leading up to the deadline are some of the best of the year. Many of our Customer Success Managers, services consultants, partners and Sales teams have been reviewing submissions to help customers put their best foot forward.

The customers themselves have spent days, weeks and long hours to pull together their stories, numbers and testimonials to compete against the best marketers in the industry. Why would they put in so much effort at the risk of disrupting their business and normal business review cycles?

I offer three reasons why below:

1. Make History and Be Part of Something Special

Now in its 11th year, the Markies have evolved to celebrate excellence in data-driven modern marketing. The first awards were held in San Francisco in 2007 at the W Hotel and focused solely on the adoption of Marketing Automation (Oracle Eloqua). Now they have expanded to celebrate excellence across Oracle and our pillar offerings globally.

As we welcomed newly acquired customers into the family, we openly added categories to celebrate their achievements. We first celebrated winners and finalists in the years noted below: Oracle Responsys (2014), Oracle Social (2014), Oracle Content Marketing (2014), Oracle BlueKai (2015), Oracle DataLogix (2016), Oracle Maxymiser (2016). Winners also go home with a statue designed by the same creator of The Emmy Awards.

In the clip below, Ville from idBBN highlights why his global agency believes that this is the most important marketing competition of the year.

2. Promote How You Deliver Great Customer Experiences

The Markies present a unique opportunity for our customers, partners and employees to share in the recognition for creating superior customer experiences with technology. I still talk about about how Cetera combined two AppCloud technologies – Vidyard and LookbookHQ to capture the hearts and minds of Financial Advisors.

Last year more than ever our customers shared how much their account teams contributed to their achievements ranging from their Customer Success Manager, Adoption Advisor, their Services Consultants, partners and in some cases the initial sales team who helped them select Oracle.

For VP of Marketing at Mobovida Ed Choi, the Markies not only gave them a platform to share their usage of Oracle Responsys, but they attracted new talent to their marketing team because of the awards long history.

In the next clip, Omar from Juniper Networks shares how their Markie win impacted his team’s growth, their relationship with sales (it improved!) and what’s next for their customers as they combine testing and programmatic advertising with marketing automation.

3. Personal Branding and the Art of Storytelling

Success comes from self-packaging and the Markies provides the perfect launch pad for customers to relish in their accomplishment not just with technologies but with transforming their business. This is true for our past leaders of the year: Blake Cahill led Royal Phillips to engage 1.7M new buyers through digital techniques; and my longtime friend Rhonda Wunderlin and her team at Penton undertook a massive project to migrate 82 brands into 1 marketing automation system in 1 year at scale.

Both have gone on to win multiple awards following the Markies and are sought after for their stories and their leadership in digital marketing.

When I analyzed the behaviors of Markie-winning customers over the past two years, there was a common thread among them: the Markie Award was not their first opportunity to share their story. Whether they spoke at a user group, Modern Marketing Mashup, our modern experiences or industry events – a prior experience sharing their story strongly correlated with a win.

The program history, promoting how your company is changing the world through technology and perfecting the art of story-telling are among the reasons that our customers, partners and employees continue to invest in the program so heavily. I have Joe Payne, Steve Gershik, Heather Foeh, Ann Davis and Kirsten Foon for having touched the program through the years.

Best of luck to this year’s entrants and I will see you at the Markie Awards on April 25th where we will celebrate Marketing Excellence at Modern Customer Experience.

The Time is Now for the Future of Modern Marketing

We often think that the future is just over the next hill, but when we asked global marketing experts to predict 2017, it seems like the future is already here.

We all know how important it is to collect and analyze the data—now being generated at a rate of 2.5 quintillion bytes daily—to improve the customer experience. Some of us are doing this now, and we expect to do it better in the future.

There are many marketers who have heard this advice before, and for whatever reason, they still have not implemented it. Lack of budget, lack of organizational alignment, or just a lack of a clear strategy to get there are some of the reasons it has not happened. But the time to act is now or you may be looking at a future that is not so bright for your brand.

Technology—including our understanding of it, our education of how to use it, and how it integrates into all of our marketing campaigns and activities—is what the future looks like. You know those doors that silently slide open in space movies as you approach them—well, ok, I guess that happens at the grocery store too—that is what much of marketing technology feels like when implemented correctly. It helps you know what to do and when to do it. And sometimes it can even do it by itself. This is what automation and programmatic done right bring to the marketing stack.

But with all this technology comes great responsibility. Responsibility to the customer experience. Our experts remind us that customer obsession is more important than implementing the latest and greatest. We will ultimately beat our competition with a better customer experience, not just better technology.

We will achieve marketing utopia by focusing on our customers and prospects as more than names in a database, but as individuals with preferences, opinions, and desires. Technology-focused marketing without the customer experience will lead to a dystopian future where The Terminator’s Skynet really has taken over.

Artificial intelligence and chatbots are more pieces of the future of Modern Marketing puzzle, even though this was written without the help of either one. Well, except where I had to look something up with a search engine. That’s a perfect example of how we have been living in the future for years.

We should not fear the future. We should embrace it. Customer experience first, supported by the right technology and data. Download the Future of Modern Marketing: 2017 to read more details about what the experts think is on the road ahead. Buckle up, because it could be a bumpy ride.

 

A Look Back at Modern Marketing in 2016

Modern Marketing has come a long way in 2016. More leading brands are using marketing technology to better understand their customers and provide a better customer experience than ever before. Data is part of nearly every marketing conversation. Customer obsession and experience is the main focus.

But this has also created a culture of more, more, more. More marketing technology solutions—nearly 4,000 of them—are available than ever before. More marketers are creating more content than ever before. Whether you view the marketing landscape as an embarrassment of riches that provides a myriad of choices for consumers or as a glut of tools and content that causes analysis paralysis and confusion, this was a year that will be remembered.

It was almost as hard to avoid Pokémon Go this year as it was to avoid discussions of the US election. These popular events brought the terms augmented reality and emotional brand connections to the forefront of marketing. They also changed the way many marketers thought about the mobile environment and the app landscape. Months later, we ask questions about customer engagement and what to do when the event is over and nearly all the participants have moved on.

If you are a B2B marketer, this was the year that you announced your account-based marketing capabilities. ABM was everywhere, as it provided positive ROI and the promise of marketing and sales alignment. This approach is something that will quickly become the norm, as adoption of ABM seems to be quite rapid. This may seem like a fad, since fewer marketers will be talking about it in the coming year, but many will already be doing it.

And finally there was a slowdown in 2016 where marketers fought against the tide of more and thought about less. Asking “Why?” and tying our marketing activities to strategies and business goals. Simplifying systems and eliminating data silos. Shifting from transactions to relationships.

Read what Modern Marketing experts told us about the past year in the embedded ebook below. Read it, download it, share it.

And if you want to read what many of these same experts think will come to pass in 2017, download the The Future of Modern Marketing: 2017. This pair of guides will help you get 2017 off to a great start.

Top 10 Modern Marketing Blog Posts of 2016

As we approach the end of the year it is always instructive to review the top performing blog posts of the past twelve months. As Modern Marketers we need to know what types of posts resonate with our readers. This understanding of our audience helps us plan for the coming year. When things work, you want to do more of them. When they don't, you stop.

The following are the top performing posts from 2016, that were published this year:

Demandbase Launches ABM Solution for Oracle Eloqua Marketing Automation

This product announcement was the top performing post for the year. As we focus most of the content on the blog at the top of the funnel, without a heavy dose of product information, it is instructive to analyze why this post out-performed all others. In a word, or an abbreviation, ABM. The announcement that you could finally do account-based marketing within Eloqua was a really big deal for our audience. This post resonated so much with our audience that we added an ABM category to blog, where we regularly publish stories on the topic. It was a big thing for Modern Marketers in 2016 and it was a big thing for us.

Announcing the 10th Anniversary Markie Award Finalists
Markie Award Winners Show How Modern Marketing is Done

Everyone loves the Markies, and the coverage of the 10th Anniversary of these coveted awards earned two of the top spots in our top ten posts. Both the announcements of the finalists and the winners showed that readers are interested in companies that are executing marketing strategies better than others. These are also posts that appeal to both customers and prospects.

5 Strategic Business Lessons From Game Of Thrones

Pop culture references drive traffic, but they really drive traffic when the posts provide real insights into the topic. This was masterfully demonstrated by one of our strategic consultants. Plus it has a picture of a dragon.

5 Reasons I’m Unsubscribing From Your Emails
Gmail, TLS Encryption and Why Email Marketers Need to Know About It

These two posts are how-to posts for email marketers, both written by internal subject matter experts. The mission of our blog is to help Modern Marketers do their jobs better. These posts show that our readers respond to our mission.

5 Simple Marketing Automation Tips to Improve Conversion

Another how-to post that provides some practical advice from a marketing automation professional.

5 Ways Video will Transform Digital Marketing in 2016
2015: The Modern Marketing Year in Review

Our readers like to know what's coming and where we have been. The first post is from the CMO of one of our partners who stressed the importance of video in the coming year. The second post was part of our look back/look ahead series of content. This was part of an award-winning content campaign with lots of campaign elements driving traffic back to this blog post, among others.

New Gartner Report: Build Your Digital Marketing Hub

And finally, we make sure we share the latest industry analyst reports on our blog to help our prospects learn more about they types of products that they are considering and to help our customers be confident that they have made the right choices in their martech solutions.

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