Accelerating Global Campaigns: Leveraging Technology and Global Marketing
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Transcript of Accelerating Global Campaigns: Leveraging Technology and Global Marketing
Accelerating Global Campaigns Leveraging Technology and Global Marketing
Sergio Restrepo , VP Global Digital MarketingAndy Fisher, Director Marketing Strategy
BUYERS PERSONA CANVAS
There´s never a lack of problems.
Customer Journey vs. Customer Lifecycle
• Consumer Journey
MAPPING
CONSUMER JOURNEY POTENTIAL
NOT IDEAL
• CONTENT
SOURCE: CURATA
INITIATIVES BLOCK
ADVOCATE
Customer challenges
Enjoy native fluency across all
channels and markets
What if every market was your home market?
With great content comes great responsibility….
PersonalisationOn A Grand Scale
An End to End Technology PlatformAnonymous Known
Prospect & Acquire Retain & GrowConvert (Website)
ORACLE CONTENT MARKETINGORACLE SOCIAL MARKETING
Leverage relevant content and engage customers
Send data via look-alike model back to DMP for Retargeting and
New Prospecting
WEB SITES
Delivers relevant digital experience, product or service to customer
E-COMMERCE
Oracle Data Cloud
Connect data and transform it into audience profile
ORACLE DATA MANAGEMENT PLATFORM
Search
DisplayORACLE CROSS-CHANNEL
ORCHESTRATION
Orchestrate adaptive experiences spanning all channels
Social
Mobile
ORACLE MAXYMISER
Data informs most optimized experience
Acquisition
ACQUIRE: Deliver Seamless Cross-Channel Experience
Prospect browses web, and lands on a content
site, where he is recognized again and
served a display ad which he clicks on because of its
relevance. Sign up for price alerts
Prospect automatically added to campaign
Prospect searches for “Cheap Flights to NY”
Prospect does not click on the ad and
instead decides to do more research about
his trip.Additional Attributes Location: Boston Dates: Sept-Dec. Travel Purpose:
Leisure Loyalty Program:
Marriott Rewards In-Market: NYC Trips
NYC Deal Alert August 24, 2015 at 1:17PM
$350 Flights to NYC
a
VIEW DEAL
NYC FLIGHTS STARTING AT
$350
ACQUIRE: Target Prospects That Resemble Customers That Converted With Look-Alike Model
Additional Attributes Destination: NY Interests: Urban Customer: No Income: 80k+
Find You Ideal Customers Model Look-Alike With 3rd Party Audience Data
Deliver Relevant AdvertisingAcross Channels
a
SHOP FLIGHTS
DISCOUNTED FLIGHTS TO
THE BIG APPLE(bite in!)Attributes
Location: Boston Dates: Sept-Dec. Travel Frequency: 6+ Purpose: Leisure
ACQUIRE: Target Travellers In-Market for Air Travel Excluding Current Customers
Additional Attributes Location: Boston Travel Purpose: Leisure Loyalty Program: Yes
Oracle DMP Profile
BOS > SFO 9/27/15SORT BY PRICE
5:14am $3999:30am $610
1:40pm $275
Consolidate data
Target with Dynamic Creative
YOUR POINTS, SKY HIGH.
Earn more points when you book you flight directly
through our website
HOW?
Transform Proprietary 1st Party Data Into Actionable Retail Audience
CommercePurchase
DataSKUs
e-mailOpen
RespondersNon-Responders
CRMAccount, Contact Details, History
LoyaltyReward Card
Check-Ins
Web AnalyticsVisits
Duration
Connect Relevant 2nd and 3rd Party Audience Data
Geographic Demographic Interest Lifestyle
Behaviors Past Purchases Predictors Qualified Demographic
In Market
Activate Your Data Across Advertising ChannelsOrchestrate a more consistent experience across paid media channels
DisplayProgrammatic, Premium, Portals
Videoin Banner, in Page, Connected TV
SocialFacebook, Twitter, LinkedIn, etc.
MobileiOS, Android, Apps, Browser
CommerceSite Optimization, Landing Pages
OtherCRM, Direct Mail, Search
ConversionPart 1
CONVERT: Increase website conversion by personalisingCustomer Experiences based on behaviours
Oracle Maxymiser
Writes Review:NYC Restaurant
What’s the problem?
3%
Poor user experience and lack of personalisation produce low:
• Engagement• Conversion rates• Average order value• Retention
Inbound traffic cost
Revenue
92x more spent on driving traffic to a site than on making sure it converts
Get a Larger Percentage of VisitorsTO BOOK
Get Customers toBOOK MORE OFTEN
Get Them to Spend MoreEACH TIME THEY BOOK
Widening the funnel
3%
Revenue
+44%Searches
+27% Searches
CONVERT: Customer focus drives response
Brand
Function
Optimising cancellation and payment policy messaging can increase booking conversion by
an average of 9%.
Having a consistent and visible itinerary panel in the booking
flow increases conversion by 5% on average
Urgency messaging can increase revenue per unique visitor by 7%, but copy and positioning
can greatly influence the effect
Some typical success areas
HOW?
Test Anything…Test all possible combinations of your site, including dynamic content, with sophisticated multivariate and multipage campaigns.
On Any Site…From web to mobile and apps, our testing platform works on top of modern websites and supports custom sites and Single-Page Applications.
In the Easiest Way PossibleComplex testing scenarios can be created through a single visual editor with no IT involvement.
Powerful & Extensive Testing Platform
Maximize Conversions Deep in the Funnel
Run unlimited campaigns deep in the funnel and truly impact the business’s
bottom line – from customized shopping carts to secured checkouts.
Understand Where You Win At Every Stage
Identify wining areas within your funnel and understand where visitors
are converting for each and every step they take.
Make an Impact: Test the Strategic Parts of Your Website
Discover Profitable Opportunities for High-Valued Segments
Gain insights necessary to focus on the personalized experiences that will have the biggest impact on conversions and revenue.
Move the Needle: Gain the Highest ROI on Your Testing & Personalization Efforts
ConversionPart 2
CONVERT: Decrease Customer Acquisition Cost with Effective Targeting
ConvertOffer Matching
Individual Interests
Anonymous
KnownAbandoned Browse
Flights to NYC from $310August 24, 2015 at 1:17PM
It’s time for a trip. Check out our lowest fare guarantee offers.
The Importance Of Mobile
Unique open rate(37% higher then travel
industry benchmark)
59%Responder-to-open rate
(132.3% higher then travel industry benchmark)
55%Key Results
47% €2.90Click-through rate Revenue per email
(132% higher than travel industry benchmark)
CONVERT: Leverage Rapid Retargeting to Increase Conversions with More Personalized Offers
Increase ConversionCustomer Visits the Travel Website Personalize the Experience
TRAVELSITE:Looking for a winter getaway?tra.vel/Qw21
Oracle Confidential - Restricted 68
HOW?
True Cross-Channel OrchestrationA Single Identity Across All Channels
Integrate cross-channel communications and truly break down traditional product silos
Personalize interactions based on cross channel preferences, attributes and behaviors
Target unique audiences with precision and provide them with relevant engaging content
Powerful, yet easy to use program canvas
Rich SegmentationUse a wide variety of customer behaviors, attributes and preferences to target your best customers.
Flawless ExecutionEasily create content with Message Designer and schedule campaign with the unified Program Canvas
Best In Class ReportingMarketer friendly interface allows marketers to take action without running queries or engaging IT.
RETAIN: Engage In-Market Customers with Social Listening and Third-Party Data
Leverage social to target 1st party audiences
Create audience with similar behaviors and attributes
Oracle Social Marketing Oracle DMP Increase Engagement Across Social Channels
Excellent stay in NYC, thank you @hotel chain
RETAIN: Bridge Offline and Digital Worlds to Drive Loyalty, Winback and Cross-sell
Start with Digital Profile Data from your Cross-Channel
Customer Data Base
Enrich with Offline Purchase Data from Brick & Mortar
Store Purchases
Orchestrate more Personalized Experience
cross-channel.
Enrich Digital Profile with Offline Purchase Data to Orchestrate More Personalized Experiences
TRAVEL CATEGORIESSELECT
Hotel and Lodging Buyers
Air Travel Buyers
Cross-Channel Marketing Platform
Oracle Data Cloud (Datalogix) Cross-Channel Marketing + Oracle Data Cloud
Summary
An End to End Technology PlatformAnonymous Known
Prospect & Acquire Retain & GrowConvert (Website)
ORACLE CONTENT MARKETINGORACLE SOCIAL MARKETING
Leverage relevant content and engage customers
Send data via look-alike model back to DMP for Retargeting and
New Prospecting
WEB SITES
Delivers relevant digital experience, product or service to customer
E-COMMERCE
Oracle Data Cloud
Connect data and transform it into audience profile
ORACLE DATA MANAGEMENT PLATFORM
Search
DisplayORACLE CROSS-CHANNEL
ORCHESTRATION
Orchestrate adaptive experiences spanning all channels
Social
Mobile
ORACLE MAXYMISER
Data informs most optimized experience
PersonalisationOn A Grand Scale
World Class Customer
Experience
Content
Execution
Data
THANK YOU