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Accelerating Global Campaigns: Leveraging Technology and Global Marketing

A presentation by Lionbridge and Oracle

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Accelerating Global Campaigns: Leveraging Technology and Global Marketing

  1. 1. Accelerating Global Campaigns Leveraging Technology and Global Marketing Sergio Restrepo , VP Global Digital Marketing Andy Fisher, Director Marketing Strategy
  2. 2. BUYERS PERSONA CANVAS
  3. 3. There´s never a lack of problems.
  4. 4. Customer Journey vs. Customer Lifecycle
  5. 5. • Consumer Journey MAPPING
  6. 6. CONSUMER JOURNEY POTENTIAL
  7. 7. NOT IDEAL
  8. 8. • CONTENT
  9. 9. SOURCE: CURATA
  10. 10. INITIATIVES BLOCK
  11. 11. ADVOCATE
  12. 12. Customer challenges
  13. 13. Enjoy native fluency across all channels and markets What if every market was your home market?
  14. 14. With great content comes great responsibility….
  15. 15. Personalisation On A Grand Scale
  16. 16. An End to End Technology Platform Anonymous Known Prospect & Acquire Retain & GrowConvert (Website) ORACLE CONTENT MARKETING ORACLE 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 Display ORACLE CROSS-CHANNEL ORCHESTRATION Orchestrate adaptive experiences spanning all channels Social Mobile Email ORACLE MAXYMISER Data informs most optimized experience
  17. 17. Acquisition
  18. 18. 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
  19. 19. 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 Advertising Across Channels a SHOP FLIGHTS DISCOUNTED FLIGHTS TO THE BIG APPLE (bite in!) Attributes  Location: Boston  Dates: Sept-Dec.  Travel Frequency: 6+  Purpose: Leisure
  20. 20. 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 9/27/15 SORT BY PRICE 5:14am $399 9:30am $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
  21. 21. HOW?
  22. 22. Transform Proprietary 1st Party Data Into Actionable Retail Audience Commerce Purchase Data SKUs e-mail Open Responders Non-Responders CRM Account, Contact Details, History Loyalty Reward Card Check-Ins Web Analytics Visits Duration
  23. 23. Connect Relevant 2nd and 3rd Party Audience Data Geographic Demographic Interest Lifestyle Behaviors Past Purchases Predictors Qualified Demographic In Market
  24. 24. Activate Your Data Across Advertising Channels Orchestrate a more consistent experience across paid media channels Display Programmatic, Premium, Portals Video in Banner, in Page, Connected TV Social Facebook, Twitter, LinkedIn, etc. Mobile iOS, Android, Apps, Browser Commerce Site Optimization, Landing Pages Other CRM, Direct Mail, Search
  25. 25. Conversion Part 1
  26. 26. CONVERT: Increase website conversion by personalising Customer Experiences based on behaviours Oracle Maxymiser Writes Review: NYC Restaurant
  27. 27. 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
  28. 28. Get a Larger Percentage of Visitors TO BOOK Get Customers to BOOK MORE OFTEN Get Them to Spend More EACH TIME THEY BOOK Widening the funnel 3% Revenue
  29. 29. +44% Searches +27% Searches CONVERT: Customer focus drives response Brand Function
  30. 30. 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
  31. 31. HOW?
  32. 32. 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 Possible Complex testing scenarios can be created through a single visual editor with no IT involvement. Powerful & Extensive Testing Platform
  33. 33. 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
  34. 34. 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
  35. 35. Conversion Part 2
  36. 36. CONVERT: Decrease Customer Acquisition Cost with Effective Targeting Convert Offer Matching Individual Interests Anonymous Known Abandoned Browse Flights to NYC from $310 August 24, 2015 at 1:17PM It’s time for a trip. Check out our lowest fare guarantee offers.
  37. 37. 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)
  38. 38. CONVERT: Leverage Rapid Retargeting to Increase Conversions with More Personalized Offers Increase Conversion Customer Visits the Travel Website Personalize the Experience TRAVELSITE: Looking for a winter getaway? tra.vel/Qw21 Oracle Confidential - Restricted 68
  39. 39. HOW?
  40. 40. True Cross-Channel Orchestration A 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
  41. 41. Powerful, yet easy to use program canvas Rich Segmentation Use a wide variety of customer behaviors, attributes and preferences to target your best customers. Flawless Execution Easily create content with Message Designer and schedule campaign with the unified Program Canvas Best In Class Reporting Marketer friendly interface allows marketers to take action without running queries or engaging IT.
  42. 42. 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
  43. 43. 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
  44. 44. Summary
  45. 45. An End to End Technology Platform Anonymous Known Prospect & Acquire Retain & GrowConvert (Website) ORACLE CONTENT MARKETING ORACLE 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 Display ORACLE CROSS-CHANNEL ORCHESTRATION Orchestrate adaptive experiences spanning all channels Social Mobile Email ORACLE MAXYMISER Data informs most optimized experience
  46. 46. Personalisation On A Grand Scale
  47. 47. World Class Customer Experience Content Execution Data
  48. 48. THANK YOU

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  • JoanaCerejo

    Apr. 6, 2020

A presentation by Lionbridge and Oracle

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