Tag Archives: Product News

I’ll Meet You Any Channel, Any Time, With Only One Price

It’s difficult to plan and execute a multichannel marketing strategy when you’re running a growing business in a highly competitive market. This is especially challenging if your marketing teams don’t truly understand how CPM (cost per thousand) relates to messaging costs in your org. If those costs aren’t straightforward, or have hidden management and account fees, then measuring variable channel costs by channel is next to impossible.

It’s hard to ascertain where and how your marketing dollars are spent when there is such an overwhelming number of vendor pricing models complicating how to determine ROI.  So, as part of our commitment to help customers analyze the critical components of pricing models, especially as they pertain to marketing orchestration and CPM, we’re announcing some changes.

  1. Simplified Pricing: We’re removing pricing as a barrier by giving customers access to all Responsys digital channels while allowing them to pool messages with a single CPM, regardless of channel used. In this model, customers only pay for what they use.
  2. Using Responsys,all channels are available to all customers: Our new pricing goes live June 14, 2018. It includes Email, SMS, and Mobile Apps (Push).
  3. Launch of SPAN (SMS Public Aggregator Network): SPAN is a first-of-its-kind marketplace providing customers with a self-serve application to order and manage their SMS codes directly with Aggregators on the SPAN network. The SPAN marketplace provides customers with a diverse network of vetted partners providing simplified access to global markets. SPAN not only simplifies how customers can leverage the power of this ubiquitous channel, it also eliminates the confusion around costs and deployment for customers by providing more transparency to aggregator pricing and eliminates account fees.
  How Can this Help Your Company?

Simplicity: Oracle Marketing Cloud believes in a ‘batteries included’ approach to pricing. What does this mean? When you invest with Oracle Responsys, you get the whole platform.

Flexibility: Oracle understands it’s often hard to predict how marketers will use their interaction/messaging budget. Our new pricing strategy helps alleviate this issue by letting marketers pool all Responsys orchestrated messages with a single CPM. They can use them on whatever channel they want, whenever they want.

Transparency: Have you ever wondered how much of your spend goes to native functionality vs. third-party hard costs?  At Oracle Marketing Cloud, we don’t hide third-party costs. This means you know exactly where your marketing dollars are going.

What We Won’t Charge You For: Oracle Responsys is a high-end performance marketing platform. Our customers should be able to use every bit of it. While other vendors make you pay extra for a premium reporting tool, an orchestration canvas, or even to set up an extra account - we won’t. These pricing gimmicks do little for customer success and in most cases, serve as a thinly veiled way for vendors to layer in unnecessary costs. We charge based on utilization because higher utilization means more ROI. More ROI means more successful customers.

Conclusion

As customers take a broader look at how they manage the entire customer experience, they’ll continue to examine the complexities around vendor pricing and marketing channels that frustrate customers and hinder marketing orchestration efforts. That’s why Oracle is responding with changes to the way our customers plan for, and execute on their marketing strategies using the Oracle Responsys Platform. These changes will simplify pricing and create greater spending flexibility for marketers while providing a more transparent view of costs.

Read about Oracle being a Leader in The Forrester Wave™: Email Marketing Service Providers.

Oracle Named a Leader in The Forrester Wave™: Email Marketing Service Providers, Q2 2018

“Email Marketing: Old salt of your toolkit, and still the most cost-effective promotional channel.” So begins the preamble to this year’s Forrester Wave for Email Marketing Solutions, Q218. Other channels and buzzy topics tend to grab the headlines. The industry press seems to annually predict the death of email. Yet, email persists as the work horse of most digital marketing organizations. Why? Well, it’s the highest ROI channel for most organizations. It’s the preferred commercial channel for most consumers. And, email has been able to adapt to changing consumer tastes—becoming more mobile, more interactive, and more intelligent.

While Oracle has done a lot (more than any other vendor in our opinion) to provide marketing organizations with a true cross-channel marketing platform—we’ve never lost sight of where we came from, or how important email is to our customers. That’s why we are the only vendor who has earned the Leader designation in every Forrester Email Wave for the last thirteen years!

What does it take to lead a category for over 13 years?

Well, for one it takes focus. I trust that few readers have actually reviewed all seven Forrester Waves for Email Marketing since 2005. However, the few of us who have can tell you that one trait that is threaded consistently across all nine report is: volatility.  Email Marketing is a highly competitive space filled with optimistic venture-backed entrants, competitive technology powerhouses, and opportunistic private equity firms. A Leader one year can quickly lose ground to other vendors, if they take their eye off the ball. In fact, every vendor (or their acquired assets) on this year’s report has been a Leader at some point in the past, except Adobe and IBM.

Thankfully, we have been able to avoid these fluctuations by staying focused on unrivaled customer success and market leading technology.

Not Just Technology

From bringing the first Orchestration Canvas to market in 2009, to introducing email marketers to the first productized Multivariate Testing and Send Time Optimization capabilities in more recent years, Oracle takes pride in being an email technology innovator. However, our many collective years in the email space have taught us that excellent technology is simply not enough to guarantee customer success.

True expertise, proactive customer management, and roadmap guided by marketer needs vs. the latest buzzword feature, are just as, if not more, important than the core technology we provide. After all, marketers and their customers sit in the center of our universe, not the IT department. With this in mind, we thought it appropriate to wrap up with a quote from one of our customers that made it into this report, “The Oracle Platform is more robust [than competitors]. But its creative side is the key to its success.”

If you are a digital marketer looking for a consistent, strategic, and creative leader in Email or Cross Channel Marketing – let us know. We’d be happy to talk to you about all we have to offer.

Oh and also, read the report.

Oracle Marketing Cloud Named a Leader in Gartner’s Multichannel Marketing Hub Magic Quadrant

We are honored to be named a Leader in Gartner’s first Magic Quadrant for Multichannel Marketing Hubs. Being a leader, of the 'Leaders' is particularly flattering considering how important this emerging category is to our customers, partners and employees.  Below are some highlights.

According to Gartner: ‘(Oracle) has a comprehensive underlying data infrastructure’

Marketers have spoken and it’s clear - data, how its managed, integrated, enriched and activated matters more than ever before. We are thrilled to see this important point come out in Gartner’s MMH Magic Quadrant. Connected customer data across the entire marketing and customer experience platform has been a strategic focus for Oracle and something we feel will become an even greater differentiator going forward. Many of our customers saw further deposits into this strategy at Modern Customer Experience 2018 a few weeks ago where we announced two new, exciting, data-centric products: Oracle Infinity and CX Audience.

'B2B and B2C marketers seeking deep customer centricity, a foundation for AI and the ability to orchestrate a unified customer experience should consider Oracle’s solution,' said Gartner analysts.

We at Oracle believe strongly that B2B and B2C marketers have unique and different needs. We are the only vendor who has focused on providing marketers with individual best of breed solutions for each (Responsys and Eloqua) with an integrated platform of complimentary solutions.This approach is fundamentally different from other vendors who seem to be selling a marketing cloud “El Camino” as the only vehicle you need - but it isn’t a very good car and it isn’t a very good truck. 

Our Customers Are What Make Us Successful

We are fortunate to have some of the largest and most sophisticated marketing organizations on the planet as our customers. They push the limits of our capabilities and we in turn push them to be better marketers. This is a true partnership, which was reflected in our overwhelming positive references for this report. 

If you are B2B or B2C marketer looking for a new partnership with an organization that can provide a unified and actionable view of your customers across Marketing and Customer Experience, let us know

Oracle Eloqua and LinkedIn Deliver Unified Buyer Insight Through New Sales Tools Integrations

As announced last Fall, today we’re excited to share that our highly anticipated new integration between Oracle Eloqua Sales Tools and LinkedIn Sales Navigator is now available for joint Oracle Eloqua and LinkedIn customers.

Deliver Unified Buyer Intelligence.

Leveraging the power of Oracle Eloqua Sales Tools and LinkedIn Sales Navigator enables sales professionals to view insights into more than 546 million LinkedIn members to transform their contact records into rich, information-packed buyer profiles. Information from LinkedIn Sales Navigator is easy accessible from within Oracle Eloqua Profiler, where sales professionals are already able to track buyer activities across a variety of channels.

Empower Modern Sales Teams.

Oracle Eloqua Profiler combined with LinkedIn Sales Navigator provides sales professionals with full insight into Oracle Eloqua's marketing engagement data and LinkedIn profile and activity information from within a single, unified interface that can be accessed across a series of devices and platforms. This enables sales teams to easily identify high-potential buyers, drive engagement, and close deals faster.

Learn more.

Getting started with the new Oracle Eloqua and LinkedIn Sales Navigator integration is easy. For existing customers, please follow the instructions provided on the Oracle Eloqua Help Center. Please also make sure to visit the LinkedIn Sales Navigator Application Platform (SNAP) partner directory for more information.

If you’re not currently using Oracle Eloqua Profiler, Check out our sales and marketing alignment page to learn more about our Oracle Eloqua Sales Tools offering or contact us to speak with a representative.

Oracle Eloqua and LinkedIn Deliver Unified Buyer Insight Through New Sales Tools Integrations

As announced last Fall, today we’re excited to share that our highly anticipated new integration between Oracle Eloqua Sales Tools and LinkedIn Sales Navigator is now available for joint Oracle Eloqua and LinkedIn customers.

Deliver Unified Buyer Intelligence.

Leveraging the power of Oracle Eloqua Sales Tools and LinkedIn Sales Navigator enables sales professionals to view insights into more than 546 million LinkedIn members to transform their contact records into rich, information-packed buyer profiles. Information from LinkedIn Sales Navigator is easy accessible from within Oracle Eloqua Profiler, where sales professionals are already able to track buyer activities across a variety of channels.

Empower Modern Sales Teams.

Oracle Eloqua Profiler combined with LinkedIn Sales Navigator provides sales professionals with full insight into Oracle Eloqua's marketing engagement data and LinkedIn profile and activity information from within a single, unified interface that can be accessed across a series of devices and platforms. This enables sales teams to easily identify high-potential buyers, drive engagement, and close deals faster.

Learn more.

Getting started with the new Oracle Eloqua and LinkedIn Sales Navigator integration is easy. For existing customers, please follow the instructions provided on the Oracle Eloqua Help Center. Please also make sure to visit the LinkedIn Sales Navigator Application Platform (SNAP) partner directory for more information.

If you’re not currently using Oracle Eloqua Profiler, Check out our sales and marketing alignment page to learn more about our Oracle Eloqua Sales Tools offering or contact us to speak with a representative.

Oracle Eloqua Delivers Unified Buyer Intelligence Through New Sales Tools Integrations

Successful sales professionals need access to actionable insights to identify the right stakeholders, engage in relevant conversations, and ultimately drive the sales cycle. Today’s reality is that sales professionals are required to spend valuable time and resources trying to work across a vast range of disparate tools and systems to discover these insights. This wastes precious time when they could be interacting and spending time with their key prospects and buyers.

Introducing Unified Buyer Intelligence.

Today, Oracle Eloqua is excited to announce ‘Extensions’ for Oracle Eloqua Sales Tools bringing brand new partner integration to Oracle Eloqua’s Sales Tools portfolio as part of it’s broader AppCloud partner strategy.

The new Oracle Eloqua Sales Tools integration enables modern sales professionals to gain access to 3rd party technologies and data through a single, unified interface. This enables sales teams to easily identify high-potential buyers, drive engagement, and close deals faster by having access to account level data, predictive intelligence, rich buyer insights, and more. All this through a single platform that can be accessed across a vast range of devices and integrated systems.

Delivering Actionable Insight. Together.

The Oracle Eloqua team has partnered closely with a select few of our most valuable AppCloud partners to deliver immediate value to joint customers. Please take a moment to review available partner integrations for Sales Tools Extensions.

LinkedIn

Leveraging the power of Oracle Eloqua Sales Tools and LinkedIn Sales Navigator allows sales professionals to view insights into more than 546 million LinkedIn members to transform their contact records into rich, information-packed buyer profiles. Information from LinkedIn Sales Navigator is easily accessible from within Oracle Eloqua Profiler, where sales professionals are already able to track buyer activities across a variety of channels. Click here to learn more.

Mintigo

Mintigo, a leading AI platform for marketing and sales, now offers its AI-powered prospecting application Sales Coach 360 with a seamless integration to Oracle Eloqua's Profiler. All existing and new profiler users can learn, discover and engage their prospective buyers in personalized ways at scale. Click here to sign up for an early adopter trial.

“Prospecting is hard and the current CRM solutions do very little to enable sellers to engage their prospective buyers in an intelligent way” said, Atul Kumar, Chief Product Officer at Mintigo. “Understanding who is in-market to buy, why, when, and how you should engage them is critical in achieving positive outcomes. This is what Oracle Eloqua's Profiler and Mintigo’s Sales Coach 360 delivers to sales.” added Atul.

DemandBase

The Demandbase Conversion solution provides sales the insights needed to focus on the right accounts, personalize outreach, and move deals forward. Web site engagement alerts for anonymous website visitors, account-based intent insights, and more are delivered right where sales wants them — in email, Slack, and now in Oracle Eloqua's Profiler. Find out more.

“Marketing activities alone aren’t enough to deliver on the full potential of ABM. Marketers need to work hand-in-hand with sales teams across the entire buying cycle,” said Dom Lindars, VP of Product at Demandbase. “We’re excited to be a launch partner for Oracle Eloqua's Sales Tools Extensions with our Conversion Solution, which will allow sales teams to truly understand the behavior and needs of their target accounts and increase their close rates.”

6sense

The 6sense Demand Platform provides B2B sales teams the demand intelligence required to increase pipeline conversion. This integration provides sales with the power of 6sense’s patented AI-powered in-market predictions, and a unified view of account activity that includes the prospect’s anonymous website intent, competitor research, and other relevant need-based intent. Learn more.

“As teams become more account-focused via ABM, understanding as much as possible of an account’s behavior will provide a competitive edge to organizations,” said Amar Doshi, VP of Product at 6sense. “Many of our customers that use Oracle Eloqua Profiler and rely on 6sense AI have asked for an integrated experience to enable their sales teams with the least amount of friction. We’re excited to be a part of this customer-driven initiative for B2B companies.”

LookBookHQ

With LookBookHQ's Oracle Eloqua Profiler extension, sales teams will have rich, actionable insight into buyer education, based on how leads and accounts are engaging with your content. The extension provides a full summary of content engagement "after the click" (assets viewed in session, time spent, account roll-up) within a contact’s profile in Oracle Eloqua Profiler, and allows for the exploration of other contacts at the same account. Learn more.

“LookBookHQ's ability to show the depth and quality of your leads' engagement, coupled with the ability to see total engagement at account level over time, equips sales with a powerful extension to Oracle Eloqua Profiler,” says Stephen Streich, VP of Product & Engineering at LookBookHQ. “And this in turn provides better alignment between sales and marketing on buyer readiness and content performance.”

Learn more.

Getting started with Oracle Eloqua Sales Tools is easy. Similar to other AppCloud integrations, you may connect with selected partners directly, or reach out to your Customer Success Manager for more information.

 

Tomorrow’s Marketing Analytics Today – Oracle Infinity™

Oracle InfinityTM is Oracle Marketing Cloud’s new data analytics platform for capturing, processing, storing and interrogating unlimited datasets for companies that want actionable customer intelligence to fuel their marketing programs. It’s a new approach that takes the promise of big data (which has been around for 10 years already) and transforms it into a tangible, meaningful and practical solution for the endless seas of digital information that companies have struggled to mine and utilize.

So why bring Infinity to the market now? With the rate of change in the digital world continuing to accelerate, there’s been a confluence of two powerful dynamics:

  • The move to marketing in a digital world
  • The viability of big data technologies

Digital Marketing Has Transformed to “Marketing in a Digital World”

The line has blurred between traditional marketing and digital marketing. Consider these related market drivers and challenges:

Channel Proliferation and the Internet of Things (IoT): The number of marketing channels and the complexity of consumer touchpoints continue to grow. The path to purchase almost always involves a variety of different channels, and is a combination of digital and non-digital. On top of this, the Internet of Things expands the definition of a digital touchpoint beyond a human to devices, appliances and any network-enabled object. Handling this data overload has become a ubiquitous challenge.

Power Shift to Consumers and the Need for Highly Relevant and Contextual Experiences: The digital world has moved the power to consumers. With greater access to quality content and information, consumers are well informed and demand top-notch experiences with brands. They want relevant and valuable experiences with every interaction, challenging brands to understand the discreet needs of individuals along their cross-channel journeys.

Individual Data Privacy: Consumers now hate to have you intrude on their privacy, yet they expect you to know more! It’s a dilemma for marketers: Know me, but don’t know me. The solution is to exude brand trust by communicating: If you come into my house (website), I will treat you with respect, I won’t share your data, etc., but the more I know about you, the better I can make your next visit (interaction).

Big Data Technologies are now Viable

With a very active community, big data has matured rapidly in the last 10 years. Massively parallel technologies have been around for a long time, but now big data allows us to deliver this in the cloud as a reliable and maintainable service. New technologies must eventually solve real problems for the broader market to become mainstream and that’s what’s happened with big data. That is where Oracle Infinity comes in – at the confluence of marketing in a digital world and the viability of big data. Oracle Infinity leverages big data technologies to uncover actionable customer intelligence needed to deliver truly personalized experiences.

Why Oracle InfinityTM? 

Oracle Infinity empowers marketers to leverage the power of big data to put data in motion and make it available throughout the marketing ecosystem. It addresses a number of market demands including:

  • Supporting the massive scale and flexibility needed to collect behaviors across the IoT
  • Providing fast access and making all data and intelligence available in real time for immediate decision making
  • Unifying analytics by bringing together aggregate and visitor-level data in a single easy-to-use experience for both analysts and marketers
  • Enabling cross-channel insights and providing comprehensive insights on the customer's cross-channel journey
  • Leveraging the latest algorithms to deliver accuracy at scale (i.e. accurate, reliable visitor data and analysis with absolutely no sampling)
  • Making all the data exportable to the broader marketing ecosystem for personalization and deeper analysis

Oracle Infinity leverages the Hadoop ecosystem to deliver an end-to-end streaming data pipeline for collecting, processing, storing, interrogating and consuming large volumes of unstructured behavioral data. And it’s this core of the Oracle Infinity platform that will ultimately make the applications we build on top of it stand out in a competitive market. Oracle Infinity is a new standard of digital analytics that helps brands succeed in an increasingly data saturated world that is real time, easy to use, scalable, open, accurate and secure. 

Learn how you can deliver tomorrow's analytics today, with Oracle Infinity. Download your copy of the eBook "Create Irresistible Customer Experiences with Oracle Infinity"  >> 

  Irresistible Customer Experiences with Oracle Infinity

Want to see it in action? Contact us and we will have an Oracle Infinity expert schedule some time with you to walk through a demo of this great new addition to the Oracle Marketing Cloud.

Apply Big Data to Create Irresistible Customer Experiences

In 2013, research by Walker predicted that by 2020 customer experience will overtake price and product as the main differentiator. While most organizations and marketers have prioritized customer experience as top business priority for a few years now, they don’t always know how to get customer experience right.

Marketers who are delivering optimal customer experience know that data is king. To truly understand your customer requires collecting, analyzing, understanding and using customer data to help deliver that personalized experiences to win customer loyalty.

While big data and data analytics are a part of almost everything we as marketers do today, both are still overhyped and misunderstood. In our hyper-connected world, it’s amazing how disconnected our approaches to serving our customers has become. Many organizations have still not figured out how to create clean, powerful linked data assets.

But big data alone does not solve problems. Rather, you need to have a problem to solve first. That is why so much data goes unused. You can’t just pick up the phone and buy big data analytics. That’s just not how it works.

At Oracle, we’re leveraging big data technologies to enable marketers to use data more effectively to solve the challenges they have with improving the customer experience. We’ve leveraged the Hadoop ecosystem and built a platform specifically for the purposes of digital analytics and optimization. We call this marketing analytics platform Oracle Infinity™.

Our new eBook, “Irresistible Customer Experiences” digs into how Oracle Infinity™ helps digital marketers leverage data to optimize customer experience in terms of these six key areas:

  1. Real time, All the Time: To satisfy the agile needs of the business, all data must be available in real time by default.
  2. Unlimited Scale and Flexibility: An analytics solution must be built from the ground up with big data technologies to handle the inevitable scale that Internet of Things (IoT) will demand.
  3. Individual Level intelligence: Oracle Infinity provides a unified and intuitive user experience to support completely different tasks, roles and people – making it easy to learn and manage.
  4. Accuracy at Scale: Analytics data must advance beyond approximate trends to an accurate source of digital performance that is trusted by the business for decision making
  5. Cross-Channel Insights: Collect and connect all customer brand engagement regardless of any connected device.  The ability to collect and connect all customer engagement data is key in transforming your marketing from a series of independent interactions with a “visitor” to a single conversation with an “individual.”
  6. Data activation and Openness: Analytics data should be open and available for easy extraction and integration into your marketing ecosystem.

The eBook explains each of the above 6 areas in detail, providing relevant use cases for marketers and analysts, the current challenges with today’s technologies and how Oracle Infinity™ solves them. We’ve also outlined a set of questions that you may want to consider when researching digital analytics vendors.

Click here to download your copy of the eBook “Irresistible Customer Experiences.”

Want to learn more about how Oracle Infinity works?

Join us at Modern Customer Experience 2018. Hear from Steve Earl and other Oracle executives and thought leaders at ModernCX. Here are all the Infinity Breakout Sessions at ModernCX:

Register for Modern Customer Experience 2018 here.

Digital Ad Optimization with Oracle Maxymiser

The customer journey in today’s digital age is anything but straightforward. The marketing funnel is no longer a linear path from generating leads to conversions. In the always-connected world of smartphones and social media where it is difficult to stay focused for long periods of time, the consumer journey can start and stop multiple times within each funnel layer from acquisition to retention. 

Customers will usually research products and services online a few times before buying and will have been exposed to multiple display and retargeted digital ads before they end up on a landing or product page. The modern day marketer needs deep insights into the customer online behavior in order to optimize ad campaigns and site content and maximize ROI. However, acquisition, conversion and retention are still separated in the marketing funnel with many technology players in each space.

A/B Testing and the Marketing Funnel

A/B testing can make a big difference about how effective a business’s marketing efforts are. It allows marketers and product teams to make data-informed decisions about website optimization changes. Most companies are already running customer experience optimization programs using A/B testing and personalization tools like Oracle Maxymiser. Most ad servers also have split testing capabilities for ads which helps marketers optimize their media plans and tune ad pricing models. However, testing the site and ad campaigns separately makes it difficult to get a holistic view and optimize for the whole - from acquisition to retention. 

The Oracle Maxymiser platform can help drive convergence for the marketer without relying on multiple vendors and integrations. We developed a tracking pixel which when used in conjunction with ad tags and existing Maxymiser campaigns gives a marketer the ability to combine ad interactions and conversion optimization data to create an optimal customer experience.

How does it work? - Example

Let’s take the following example: a bank offers multiple financial products, such as credit cards and current accounts, and is running ad campaigns with multiple creatives for them. The Oracle Maxymiser tracking pixel is embedded in the ads. A prospect customer is researching for credit cards online and gets exposed to one of the credit cards ads. Sometime later she visits the bank site. As soon as she enters the site her Maxymiser customer profile will be updated with info about the ad she has seen. Maxymiser will also track conversion relevant data about actions she takes on the site.

Gaining insights

The triggering of the tracking pixel allows ad exposure data to be added to the Maxymiser customer profiles together with other contextual data. The segmentation data from the profiles can be combined with conversion metrics in Maxymiser’s reporting to better understand the impact of the advertising campaign. This helps to create more accurate attribution and reporting against the respective ads and creatives. Continuing with the bank ad campaign example – marketers would know which particular ads contributed to more conversions.

Testing and personalization

Optimizing content and landing pages is crucial to having an efficient and well-performing ad campaign. The Maxymiser platform helps marketers personalize user journeys, experiences, content and promotional offers. In its core is the ability to target visitors based on customer profiles populated with out-of-the-box contextual attributes, such as geolocation and weather, but also containing a number of custom attributes which can be updated with custom data from CRM systems, data layers, URLs, etc. By using the Maxymiser tracking pixel these profiles can be enriched with ad exposure data which can then be used to personalize the site. For example, the prospect customer who was researching credit cards and saw the bank’s credit card ads can be shown a personalized version of the bank’s home page with call-to-actions above the fold leading directly to a credit card application funnel.

Consistency

Oracle Maxymiser’s ad optimization technology can also help marketers show consistent branding and messaging across the whole marketing funnel. The site content can be tailored to show the same images, colours and visuals as the ones used in the display advertising campaign. The familiarity and consistent branding throughout the consumer journey will increase the chances of keeping them on the conversion path.

Optimizing ad campaigns

The conversion metrics and insights from Maxymiser can feedback to optimizing the ad campaign itself. For example, the bank may find out that visitors who have been exposed to certain creatives convert to customers more than others. Or may be certain ads work better for a particular target audience like students or mobile users. In this way a marketer can use the Maxymiser platform to A/B test ad campaigns and their site without having to rely on complex data matching and integrations of different vendor technologies.

Summary

In summary, the Maxymiser platform allows marketers to gain insights into the impact of ad campaigns, personalize and serve consistent experiences to visitors based on ads they have been exposed to, and optimize ads on third party sites by using a combination of insights and conversion metrics. With Maxymiser you don’t have to guess on the performance of marketing ideas. They can be tested and loosing variants can be discarded quickly. By using a single technology, marketers can do statistically significant improvements in all parts of the marketing funnel.

Want to learn more about how Oracle Maxymiser works?  Request a live demo and take a moment to see how Oracle Maxymiser helped National Express increase their ROI through targeted testing and personalization.

 

Digital Ad Optimization with Oracle Maxymiser

The customer journey in today’s digital age is anything but straightforward. The marketing funnel is no longer a linear path from generating leads to conversions. In the always-connected world of smartphones and social media where it is difficult to stay focused for long periods of time, the consumer journey can start and stop multiple times within each funnel layer from acquisition to retention. 

Customers will usually research products and services online a few times before buying and will have been exposed to multiple display and retargeted digital ads before they end up on a landing or product page. The modern day marketer needs deep insights into the customer online behavior in order to optimize ad campaigns and site content and maximize ROI. However, acquisition, conversion and retention are still separated in the marketing funnel with many technology players in each space.

A/B Testing and the Marketing Funnel

A/B testing can make a big difference about how effective a business’s marketing efforts are. It allows marketers and product teams to make data-informed decisions about website optimization changes. Most companies are already running customer experience optimization programs using A/B testing and personalization tools like Oracle Maxymiser. Most ad servers also have split testing capabilities for ads which helps marketers optimize their media plans and tune ad pricing models. However, testing the site and ad campaigns separately makes it difficult to get a holistic view and optimize for the whole - from acquisition to retention. 

The Oracle Maxymiser platform can help drive convergence for the marketer without relying on multiple vendors and integrations. We developed a tracking pixel which when used in conjunction with ad tags and existing Maxymiser campaigns gives a marketer the ability to combine ad interactions and conversion optimization data to create an optimal customer experience.

How does it work? Let's look at an example.

Let’s take the following example: a bank offers multiple financial products, such as credit cards and current accounts, and is running ad campaigns with multiple creatives for them. The Oracle Maxymiser tracking pixel is embedded in the ads. A prospect customer is researching for credit cards online and gets exposed to one of the credit cards ads. Sometime later she visits the bank site. As soon as she enters the site her Maxymiser customer profile will be updated with info about the ad she has seen. Maxymiser will also track conversion relevant data about actions she takes on the site.

Gaining insights

The triggering of the tracking pixel allows ad exposure data to be added to the Maxymiser customer profiles together with other contextual data. The segmentation data from the profiles can be combined with conversion metrics in Maxymiser’s reporting to better understand the impact of the advertising campaign. This helps to create more accurate attribution and reporting against the respective ads and creatives. Continuing with the bank ad campaign example – marketers would know which particular ads contributed to more conversions.

Testing and personalization

Optimizing content and landing pages is crucial to having an efficient and well-performing ad campaign. The Maxymiser platform helps marketers personalize user journeys, experiences, content and promotional offers. In its core is the ability to target visitors based on customer profiles populated with out-of-the-box contextual attributes, such as geolocation and weather, but also containing a number of custom attributes which can be updated with custom data from CRM systems, data layers, URLs, etc. By using the Maxymiser tracking pixel these profiles can be enriched with ad exposure data which can then be used to personalize the site. For example, the prospect customer who was researching credit cards and saw the bank’s credit card ads can be shown a personalized version of the bank’s home page with call-to-actions above the fold leading directly to a credit card application funnel.

Consistency

Oracle Maxymiser’s ad optimization technology can also help marketers show consistent branding and messaging across the whole marketing funnel. The site content can be tailored to show the same images, colours and visuals as the ones used in the display advertising campaign. The familiarity and consistent branding throughout the consumer journey will increase the chances of keeping them on the conversion path.

Optimizing ad campaigns

The conversion metrics and insights from Maxymiser can feedback to optimizing the ad campaign itself. For example, the bank may find out that visitors who have been exposed to certain creatives convert to customers more than others. Or perhaps certain ads work better for a particular target audience like students or mobile users. In this way a marketer can use the Maxymiser platform to A/B test ad campaigns and their site without having to rely on complex data matching and integrations of different vendor technologies.

Summary

In summary, the Maxymiser platform allows marketers to gain insights into the impact of ad campaigns, personalize and serve consistent experiences to visitors based on ads they have been exposed to, and optimize ads on third party sites by using a combination of insights and conversion metrics. With Maxymiser you don’t have to guess on the performance of marketing ideas. They can be tested and underperforming variants can be discarded quickly. By using a single technology, marketers can do statistically significant improvements in all parts of the marketing funnel.

Want to learn more about how Oracle Maxymiser works?  Request a live demo and take a moment to see how Oracle Maxymiser helped National Express increase their ROI through targeted testing and personalization.