Data Management: Use your Data to Personalise Customer Experiences
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A personalised customer experience is a requirement of modern consumers, but can be a difficult and daunting goal for marketers. If you struggle to make use of your data and find yourself searching for ways to manage complex customer journeys, a data management platform could be the answer. Join this webinar to hear from Gopesh Raichura, Marketing Evangelist, as he explains the basics of Data Management Platforms (DMPs), the 3 stages to DMP activation and how to create target audiences from a combination of data sources to deliver highly personalised digital advertising, web experiences, email marketing and more.
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Data Management: Use your Data to Personalise Customer Experiences
- 1. The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 808 234 0426 Access Code: 227-175-244 Data Management: Use your Data to Personalise Customer Experiences Brought to you by in association with
- 2. Today’s Speakers Data Management: Use your Data to Personalise Customer Experiences Brought to you by in association with James Lawson Consultant Editor marketingfinder.co.uk Gopesh Raichura Oracle Marketing Cloud Evangelist Oracle Marketing Cloud
- 3. Data Management: Use your Data to Personalise Customer Experiences Follow the conversation on twitter #DMPActivation
- 4. Data Management: Use your Data to Personalise Customer Experiences Quick Poll
- 5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Data Management and Activation Oracle Confidential - Restricted Gopesh Raichura, Evangelist, Oracle Marketing Cloud
- 6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 6 THE OPPORTUNITY
- 7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | We Increasingly Live Digital Lives Oracle Confidential – Internal/Restricted/Highly Restricted 7
- 8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 8 THE REALITY
- 9. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 9 of enterprise marketers have no synchronized view of customer data 82% Oracle Confidential - Restricted Fragmentation
- 10. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 10Oracle Confidential - Restricted Data Stuck In Marketing Channel Silo’s
- 11. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Customers Bombarded Marketers Lean Heavily on Fragmented Tools Pass Fragmentation Onto Customer 11 The Result: A Broken Customer Experience 78% of customers don’t receive a consistent experience across channels — Accenture 94% of customers discontinued communication with a company because of irrelevant messages — Blue Research Oracle Confidential - Restricted
- 12. Data Management: Use your Data to Personalise Customer Experiences Quick Poll
- 13. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 13 HOW A DMP CAN HELP
- 14. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | True cross-channel data activation can occur when data is separated from execution Email & Direct Mail CRM & Site Search & Site Commerce Social Media Mobile Media Online Video Premium & Portal Display Programmatic Display Oracle Confidential - Restricted 14 Fragmentation Solved by “Data Unchained”
- 15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 15 The 3 Stages Of Data Activation Unlock The Value in Your Data
- 16. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 16 DMP Stage 1: Data In “What you Know” Multiple data sources, aggregated into a single, centralised platform
- 17. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Data categorised to enable activation Stage 2: Unlock Value With your Data
- 18. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Data activated across the marketing schedule Display Programmatic, Premium, Portals Video in Banner, in Page, Connected TV Social Twitter, LinkedIn Mobile iOS, Android, Apps, Mobile Web Commerce Site Optimization, Landing Pages Email Responsys, Eloqua Search Google AdWords Stage 3: Data Out “What you do”
- 19. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 19 Advertise Personalise Analyse 3 Key Types Of Data Application
- 20. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | More Complete Data About Known Customers Reach buyers at the right time in their buyers journey More Data Attributes and Activities Stored at Scale Better Reach Across Marketing Ecosystem Connect disparate data and message to your ideal customers Achieve Customer Centricity with Tailored Messaging Delivering Value to Digital Marketers and Their Customers
- 21. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 21 CLIENT USE CASES
- 22. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 22Oracle Confidential - Restricted Creates relevant audiences to target right customers for new business Example: Suppresses data of customers who recently purchased, eliminating redundant messaging Executes efficient display ads through DMP partners $1.5 Million in Savings Unifies Marketing Data with Oracle DMP Online & offline CRM (1st party) Pre-integrated 3rd party data RESULTS 200% Increase in Conversions Major Telco Increases Ad Efficiency And Conversion Rates
- 23. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Money Super Market: Challenges Over reliance on SEM –Need to channel shift to retain ROI Disconnect between data & digital marketing –Inability to apply offline data/propensity models by analytics div. Final click attribution model –Inability to truly value digital channels outside of search No adtech beyond PPC bid management –Lacking scalability to connect into Digital Eco System
- 24. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Propensity Models Offline Data User Behaviour Data 1st Party Retargeting & Conversion Data 3rd Party Data Buys Marketing Data Audience Targeting for Private Marketplaces RLSA PPC Targeting Dynamic Creative Propensity Modelling Personalisation 1st Party Data for Promoted Tweets 18-Month Phased DMP Roll-Out
- 25. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Now Their Customers Feel EPIC Like Dave! #EpicStrut
- 26. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Data Management and Activation Gopesh Raichura Oracle Marketing Cloud Evangelist @Gopes77 gopesh.raichura@oracle.com http://www.linkedin.com/in/gopeshraichura Thank you!
- 27. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. Thank You 27
- 29. Your Questions Data Management: Use your Data to Personalise Customer Experiences Brought to you by in association with James Lawson Consultant Editor marketingfinder.co.uk Gopesh Raichura Oracle Marketing Cloud Evangelist Oracle Marketing Cloud
- 30. Reasons to Complete the Exit Survey Data Management: Use your Data to Personalise Customer Experiences Brought to you by in association with 1. You can give us your feedback 2. You can request your free copy of “How to Give a Killer Presentation”
- 31. Data Management: Use your Data to Personalise Customer Experiences Brought to you by in association with Thank You
Notas do Editor
- Over the last five years, the way people use technology has changed dramatically. Whether at home, at work, or on the go, consumers stay continuously-connected through web-enabled devices and their favorite apps, and virtually every facet of life is now enabled or enriched by consumer technologies. As a result, today’s consumers are more mobile, more social, more connected, more empowered, and, to the delight of Advertisers, more open to new and creative ways to engage with brands.
- Today’s marketers cannot wrap their arms around the vast amount of customer and marketing data needed to provide a world-class customer experience. You have your 1st party data -- data that you’ve collected on your proprietary assets that you own. You have 2nd party data – data that you’ve shared with partners for competitive advantage. And 3rd party data -- data provided from external data providers. Then there’s your enterprise data. You have transactional data trapped in your sales, CRM, and commerce systems. All of your offline and online data. Many of these systems have different integration points, and different ways of putting data in, and getting data out. Marketers can’t wrap their arms around it. According to Forrester, more than 80% of CMOs don’t have a synchronized view of customer interactions. Why does this matter? Well, without pulling their data under one umbrella, they can’t target the right customers and execute properly on their marketing programs.
- In addition to the data, Marketers have a massive application problem. The nice thing about software as a service (SaaS) has been that anytime there is a business challenge for marketers, there’s an app for that they can turn on quickly for their teams. You need a social listening tool? There’s an app for that. You need e-mail marketing tool? There’s an app for that. But these technologies have different ways of integrating data, and they often silo your people, processes, and marketing programs. As a result, marketers spend too much time wading through this web of technology, hampering their ability to deliver a cohesive customer experience.
- The result of a broken marketer experience is, unfortunately, a broken customer experience With marketing teams fragmented approach to data, content, social and cross-channel engagement is plain to see – we pass our dysfunction onto our customers. Because Marketers still have that short-term revenue goal, they lean on these fragmented systems and apps. That means more content. More disorganized social interactions. More e-mails. More lists. More content. More Campaigns. More. More. More. As customers get bombarded with irrelevant content, ads and promotions, one of two things happen: At best, they simply don’t buy, helping contribute to stagnant conversion rate. At worst, they get annoyed, and decide to discontinue communication with you altogether.
- this fragmentation for data in and data out is solved by data being unchained from execution. Its solved by having a single platform that is focused 100% on the activation of your data, regardless of where it gets pushed to. A company like BlueKai does not make any money on display ads or mobile ads or site optimization – we want you to be in control of your data and to manage who see’s what in your data – its you in control for now as well as for the long term.
- Aggregate marketing data of all kinds to improve marketing execution
- The process for data activation consists of 3 primary stages; the first stage is data in – or the aggregation of data from any source and in any format. One way to think about these sources is to consider 1st party data, 2nd party data and 3rd party data. 1st party refers to information you have about your customers. 2nd party refers to partner data, like co-op partners or retail channels. 3rd party data refers to any 3rd party data provider or source who can help you learn more about your customers. Another way of looking at this is the data that comes from your site, display ads you run, video, mobile and offline data streams (whether they be advertising or other). This can also include social data and any other digital form of media. Another way of thinking about the data is in terms of anonymous vs. known, structured & unstructured. Ultimately, data comes in many forms – many shapes and sizes – our job is to make sense of all these sources and ensure a single system that can read, aggregate and activate them all.
- The second stage of data activation enables a marketer or publisher to unlock the value in that data. This refers to identifying which data signals are valuable and which may just be noise. In general our customers use our platform for any of the following 4 uses – - Driving targeted advertising - Deeper customer analytics - To optimize the consumer experience on websites or in media. Publishers will do all 3 of these, and they will also monetize their audience by selling data. Marketers don’t see data, but they can create private connections to other marketers and share their 1st party data – that is 100% up to them. Taxonomy is just structure for you to store data in 1st party taxonomy- custom built for the client 3rd party taxonomy – standard across DMPs Within 3rd party taxonomy there are 40,000 data segments, which can be used to build/define/refine your audience
- The 3rd stage of data activation is to get the data out and truly turn those insights into actions. This powers what you do – your marketing activity. This is the most important element of data activation and something that differentiates us dramatically (but I will talk to that more in a minute). Data out refers to getting your customized, exclusive audience segments pushed out anywhere For example, to display channels such as programmatic platforms, premium websites or the portals. In video it means the in-banner solutions, the in-page (or streaming) solutions and even some developing opportunities like Digital TV and connected TV. Social refers to platforms like LinkedIn and Twitter. For mobile you can deliver segments to all solutions. Unlike many “mobile” vendors we can operate across iOs and Android, through browser and apps using cookie-less technology. We also connect into commerce and site channels for site optimization, landing page development and even dynamic creative solutions. Beyond that there are other channels such as CRM, direct mail and search – all of which we have experience delivering data to.
- Advertise – Enables you to be more effective in your cross-channel advertising activity. With a DMP serving as the audience brain engine and connected with all your data sources, you are able to exclude or include specific audience, which means you can make cost savings on media by excluding customers who may have already purchased for example. Advertise – A DMP allows you to be more granular in your audience targeting. With a single holistic view of your audience data, you can understand what stage of the online buying cycle your customer is at in real-time. This view is further enriched with valuable insight to socio-demographics, household income, age groups, purchase intent, and so much more giving you the ability to accurately reach specific audiences to increase awareness, engagement, and conversion. Personalise - With this unique understanding of your audience, you are empowered to deliver the right marketing message in the right way and at the right time. A DMP has the potential to enable you to deliver truly tailored content to your website and mobile site content, dynamic email creative, dynamic banner creative that is personalised to your targeted audiences. Analyse – With a DMP enabled you are able to gain a clear understanding of your 1st party audience data to identify who your most engaged and disengaged audiences are. With this insight have the opportunity to to target more of your desired audiences and enhance/adapt your marketing strategy to re-engage audiences that have been less responsive.
- MSM use case is public domain – not confidential 3 yrs + FIRST PARTY DATA INTO PLATFORM (Whole process within first 6-9 months) 1. Started simple – 1 tag implemented across all digital assets to capture 1st party data and make it actionable 2. Offline data – people whose car insurance expiring in next 2 months as an example UPLOAD PROPENSITY MODELS – They are taking control of their own 1st party audience data to power marketing activity NEXT PHASE - Started pushing out for mkt purposes – Use MediaMath as their DSP to deliver right message to right audience at right time – relevance using 1st party data. They then implemented addition of 3rd party data buys powered by the Analytics Suite that informed which audiences would be best fit ALL OF ABOVE WAS ACQUISITION/MARKETING PIECE BUT MSM ALSO PUBLISHER WHO SELL ADVERTISING Able to use 1st party data to offer more targeted audiences to advertisers who wanted to buy on their site, allowing to increase CPM yields To power ad sales using audience segments, they chose RUBICON to manage their ad sales. Some clients who do use both as advertiser and publisher see costs being offset In the 2nd year they wanted to do more with social We have a direct integration with twitter so they were able to push 1st party data to target audiences RLSA PPC (Remarketing Lists for Search Ads) –targeting into Google Adwords e.g. Car insurance keyword (vertical) is one the most expensive and clicks can come in at around £12 a go. 18-21 yr olds searching for insurance on ferarri, with no real intent to purchase can result in wastage PPC budgets. The propensity models picked up wastage and used BK’s integration with Google to set-up an exclusion list of 18-21 yr olds who search for particular list of Car Insurance terms, MSM would suppress those audiences from targeting. By just excluding a specific audience segment in this way can help you generate massive ROI Next on list was DYNAMIC CREATIVE (middle/end of last year) Set-up tool –three cheapest car insurance quotes to be dynamically delivered via banner ads Dotted red line is through pixel integrations – bold red line is server to server QUANTCAST – External modelling tool (ASK ARTURO about that) DATACRATIC – LOOKALIKE OR PROPENSITY MODELLING Finally PERSONALISATION to power dynamic Content Marketing (Current objective). Future objective: Mobile (mobile web and app) can ingest data from both sides
- MSM use case is public domain – not confidential 3 yrs + FIRST PARTY DATA INTO PLATFORM (Whole process within first 6-9 months) 1. Started simple – 1 tag implemented across all digital assets to capture 1st party data and make it actionable 2. Offline data – people whose car insurance expiring in next 2 months as an example UPLOAD PROPENSITY MODELS – They are taking control of their own 1st party audience data to power marketing activity NEXT PHASE - Started pushing out for mkt purposes – Use MediaMath as their DSP to deliver right message to right audience at right time – relevance using 1st party data. They then implemented addition of 3rd party data buys powered by the Analytics Suite that informed which audiences would be best fit ALL OF ABOVE WAS ACQUISITION/MARKETING PIECE BUT MSM ALSO PUBLISHER WHO SELL ADVERTISING Able to use 1st party data to offer more targeted audiences to advertisers who wanted to buy on their site, allowing to increase CPM yields To power ad sales using audience segments, they chose RUBICON to manage their ad sales. Some clients who do use both as advertiser and publisher see costs being offset In the 2nd year they wanted to do more with social We have a direct integration with twitter so they were able to push 1st party data to target audiences RLSA PPC (Remarketing Lists for Search Ads) –targeting into Google Adwords e.g. Car insurance keyword (vertical) is one the most expensive and clicks can come in at around £12 a go. 18-21 yr olds searching for insurance on ferarri, with no real intent to purchase can result in wastage PPC budgets. The propensity models picked up wastage and used BK’s integration with Google to set-up an exclusion list of 18-21 yr olds who search for particular list of Car Insurance terms, MSM would suppress those audiences from targeting. By just excluding a specific audience segment in this way can help you generate massive ROI Next on list was DYNAMIC CREATIVE (middle/end of last year) Set-up tool –three cheapest car insurance quotes to be dynamically delivered via banner ads Dotted red line is through pixel integrations – bold red line is server to server QUANTCAST – External modelling tool (ASK ARTURO about that) DATACRATIC – LOOKALIKE OR PROPENSITY MODELLING Finally PERSONALISATION to power dynamic Content Marketing (Current objective). Future objective: Mobile (mobile web and app) can ingest data from both sides
- MSM use case is public domain – not confidential 3 yrs + FIRST PARTY DATA INTO PLATFORM (Whole process within first 6-9 months) 1. Started simple – 1 tag implemented across all digital assets to capture 1st party data and make it actionable 2. Offline data – people whose car insurance expiring in next 2 months as an example UPLOAD PROPENSITY MODELS – They are taking control of their own 1st party audience data to power marketing activity NEXT PHASE - Started pushing out for mkt purposes – Use MediaMath as their DSP to deliver right message to right audience at right time – relevance using 1st party data. They then implemented addition of 3rd party data buys powered by the Analytics Suite that informed which audiences would be best fit ALL OF ABOVE WAS ACQUISITION/MARKETING PIECE BUT MSM ALSO PUBLISHER WHO SELL ADVERTISING Able to use 1st party data to offer more targeted audiences to advertisers who wanted to buy on their site, allowing to increase CPM yields To power ad sales using audience segments, they chose RUBICON to manage their ad sales. Some clients who do use both as advertiser and publisher see costs being offset In the 2nd year they wanted to do more with social We have a direct integration with twitter so they were able to push 1st party data to target audiences RLSA PPC (Remarketing Lists for Search Ads) –targeting into Google Adwords e.g. Car insurance keyword (vertical) is one the most expensive and clicks can come in at around £12 a go. 18-21 yr olds searching for insurance on ferarri, with no real intent to purchase can result in wastage PPC budgets. The propensity models picked up wastage and used BK’s integration with Google to set-up an exclusion list of 18-21 yr olds who search for particular list of Car Insurance terms, MSM would suppress those audiences from targeting. By just excluding a specific audience segment in this way can help you generate massive ROI Next on list was DYNAMIC CREATIVE (middle/end of last year) Set-up tool –three cheapest car insurance quotes to be dynamically delivered via banner ads Dotted red line is through pixel integrations – bold red line is server to server QUANTCAST – External modelling tool (ASK ARTURO about that) DATACRATIC – LOOKALIKE OR PROPENSITY MODELLING Finally PERSONALISATION to power dynamic Content Marketing (Current objective). Future objective: Mobile (mobile web and app) can ingest data from both sides