Data Management and Activation Crevan O’Malley – Evangelist, Oracle Marketing Cloud Modern Marketers rely on data-driven marketing solutions to deliver more personalised customer experiences across every channel—helping attract and retain the ideal customers who become brand advocates. Discover how to aggregate, enrich, and analyze all your customer data on a single data management platform. Why Marketers need to know about Data Tara Grehan - Managing Director at Datalytics Why Marketers need to know about Data Tara Grehan - Managing Director at Datalytics Despite starting out as a qualitative researcher, roles and projects frequently brought me back to data. And so I decided to tackle it and have developed some interesting insights into data management along the way. Having worked in Marketing both agency and client side for fifteen years now in a variety of roles from Market Research and Customer Insights to Change Management, being comfortable with data has made all the difference and this evening I’ll tell you why. Using Big Data to Grow on a Budget Michael Waldron - Marketing and Sales Manager at AYLIEN AYLIEN is an Artificial Intelligence content analysis startup and Mike will be speaking on their growth journey over the past 6 months. With a focus on how they have delivered growth by optimising their budget, focusing on Data Points that matter and what to points to obsess on through the marketing funnel.

1. Big Data and Marketing
Data Activation and Management
Data-Driven Monday April 2015
@DDMDUB
#datadriven

2. DDM Dublin April 2015
Big Data and Marketing:Agenda
1. Introduction –
◦ Conor Duke ; Manager @Fabrikatyr / @conr
2. Optimising your marketing funnel through data driven decisions
◦ Mike Waldron ; @_Aylien / @MikeWallly
3. Why Marketers need to know about Data
◦ Tara Grehan; @Datalytics
4. Data Management and Activation
◦ Crevan O’Malley – Evangelist, Oracle Marketing Cloud;@OracleMktgCloud
5. Q&A and Closing remarks
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 2

3. Optimising your Marketing Funnel Through
Data Driven Decisions
Mike Waldron ; @ AYLIEN
3

4. Our Strategy @ AYLIEN
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 4
● Grow our user base
● Budget to a minimum
● Inbound Methodology
● Freemium Model

5. Our Funnel
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 5
KPIs
● Visits
● Conversion
Rates
● API calls

6. Data @ AYLIEN
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 6
Collect
o Google Analytics, Mailchimp, Zoho, Social, In App Analytics - All Free
Measure
o KPI’s/Metrics
o Set goals
o Benchmark
Analyze
o Weekly and Monthly reports (Obsess over your core KPI’s)
o What’s working?, What’s not?, What’s repeatable?
Optimize
o Processes, Journeys, Workflows
o Respond to Personas

7. Data Focused
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 7

8. Data Focused
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 8
Make (simple) Data Driven
Decisions!

9. Personas
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 9
Figure out who you’re marketing to
Landing page
Analyze - 80% Developers
Optimize - TTFHW, Sandbox, SDKs

10. Channels
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 10
Focus on effective channels
Reddit vs Specialist Blogs
Conversion by channel vs Visits by channel
( .19% vs 10% Conversion )

11. Campaigns
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 11
Identify what’s successful
Third party content - Taskulu
Repeat the process
10X Visitors
12X Accounts created

12. Take Aways
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 12
● Keep it simple
● Conversion rates specific to your goal
● Keep the Persona in mind
● Repeat what’s working - Tweak what’s not

13. Why Marketers need to
know about Data
Tara Grehan ; @ Datalytics
13

14. Who are we?
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 14
We’re a Customer Engagement Agency that works with clients to
utilise their data to develop communication strategies that
enhance their customer relationship marketing (CRM).

15. What do we do with data?
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 15
Data mining
Propensity
modelling
Segmentation Campaign
Management
Response Analysis
Database
building
Customer Behaviour
Analysis
Profitability ROI
Contact
Planning
Channel
Optimisation
Single Customer
View
Social Media Listening

16. Data and Marketing: Data Activation and Management
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 16

17. Why do Marketers need to know about data
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 17
Right message, right customer, right time!

18. Why do Marketers need to know about data
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 18
"If content is king, context is God“. Gary Vaynerchuk/Brian Halligan
Source: http://www.huffingtonpost.com/vala-afshar/hubspot-ceo-4-ways-to-bui_b_3903509.html

19. From the theory to the practical …
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 19
Data Technology
Processes People

20. Is it worth the effort?
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 20
Source: http://www.bain.com/infographics/big-data

21. Improving Campaign Effectiveness
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 21
Winner of the 2011 An Post Direct Marketing Awards ‘Best Data Strategy’.
▪ Historic Insights – guestimate of best customers to include in a
campaign to target for a Fixed Savings product.
▪ The campaign response rate was X, and 19% of sales were
savings accounts.
▪ Profiling – built a profile of customers who had
recently opened a Fixed Savings account.
▪ The campaign response rate was X + 36%, and
68% of sales were savings accounts.
▪ Propensity modelling – by the third wave of the
campaign we’d build a propensity model and
selected the top deciles for the campaign.
▪ The campaign response rate was X + 85%, and
84% of sales were savings accounts.

22. Data Management and
Activation
Crevan O’Malley – Evangelist @OracleMktgCloud
22

23. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Big Data and Marketing –
Management / Activation
Oracle Confidential - Restricted
Crevan O’Malley
CX Sales Leader, Europe North
April 13, 2015

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THE CONTEXT

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The Oracle Marketing Cloud
Customer-Centricity. Marketing Simplicity. Enterprise Ready.
Unify Data
WEB
Delivered Across All Channels
Aggregate your marketing data and
target the right customers.
Engage Audience
Orchestrate individualized,
relevant customer experiences.
Analyze Performance
Attribute revenue and gain better
insight into customer experience.
• Data Management Platform
• Cross-Channel Marketing
• Social Marketing
• Content Marketing
• App-Cloud and BlueKai Partners
• Oracle Marketing Cloud Analytics
MOBILE SOCIAL EMAIL COMMERCE SALES DISPLAY

26. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Traditional TV,
print, and radio
6%
Overall Budget
13%
Overall Budget
Digital Marketing
Overall Marketing Budgets 2015+
Oracle Confidential - Restricted 26
The Digital Marketing Tipping Point
Businesses are investing more in digital, surpassing traditional ad spend for television, print and radio
Source: Forrester
2 of 3CMOs say they will invest 25% or more of
budget in digital next year.
-Accenture

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THE REALITY

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Disparate Data Prevents Acquisition of Ideal Customers
Data from critical channels isn’t integrated, making it harder to target the right customers
Low Acquisition
& Conversion
Rates
Results
Low Return on
Ad Spending
of Marketers Lack Centralize
View of Customer Interactions
82%
SERVICE
EMAIL
PURCHASE
WEB
CRM
Source: Forrester and eMarketer

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No Centralized Hub to
Manage Customer Interactions
The proliferation of point marketing applications have created silos
among marketing teams, processes and execution

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ONE OFF
CAMPAIGN
Oracle Confidential - Restricted 30
Marketing teams build one-off campaigns, often in isolation from each other, causing ineffective media strategies
89%
of Marketing Teams
Have Internal Divisions
Between Channels
E-MAIL
ONE OFF
CAMPAIGN
DISPLA
Y
ONE OFF
CAMPAIGN
MOBILE
ONE OFF
CAMPAIGN
SOCIAL
ONE OFF
CAMPAIGN
SEARC
H
ONE OFF
CAMPAIGN
DIGITAL TV
ONE OFF
CAMPAIGN
WEB
Internal Divisions Create Inconsistent Messaging
96%
Of buyers receive irrelevant
ads or promotions
Source: Janrain and Integrated Marketing Survey 2013

31. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Customers Bombarded
Marketers Lean Heavily
on Fragmented Tools
Pass Fragmentation
Onto Customer
Oracle Confidential - Restricted 31
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

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HOW A DMP CAN HELP?

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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
Fragmentation Solved by “Data Unchained”

34. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 34
Analyze Your Audience to
Target Right Customers
• Understand what attributes comprise a revenue-
generating customer
• Analyze potential revenue yield before spending
money on media or ads
• Take action: Immediately build a new audience
profile based on insights from your analytics
With Oracle’s Data Management Platform Analytics

35. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential - Restricted 35
The 3 Stages Of Data Activation
Unlock The Value in
Your Data

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DMP
Stage 1: Data In “What you Know”
Multiple data sources, aggregated into a single, centralised platform

37. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Data categorised to
enable activation
Stage 2: Unlock Value With your Data

38. Copyright © 2015 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”

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WHAT WE DO…

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Oracle’s DMP + Cross-Channel Marketing Solution
Improve customer acquisition, retention and lifetime value by unifying marketing data and execution
Oracle Data
Management Platform
Unify marketing data and build audiences
comprised of your ideal customers
Oracle Cross-
Channel Marketing
Orchestrate an individualized
buyer experience

41. Copyright © 2015 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

42. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Key Use Cases
Re-engage the
Unsubscribed User
 Customize messaging to
re-engage lapsed
customers
 Recapture users that
have previously
unsubscribed
Reach Unsubscribed
Identify and
Model to Find
New Prospects
 Identify prospects that
look like your best
customers
 Build top of funnel with
look-alike audiences
Leverage Look-Alike Modeling
Target the Net
New Prospect
 Improve the customer
experience
 Eliminate redundant
costs
Eliminate Converters and
‘auto’ Responders
Retarget those Not
Responding to Email
 Improve conversion
rates
 Retain communication
with potential
customers
Persistence Pays –
Use other channels

43. Copyright © 2015 Oracle and/or its affiliates. All rights reserved. |
Crevan O’Malley
crevan.omalley@oracle.com
+353 87 6119328
Thank you!

44. 44
Closing remarks
#datadriven marketing
@ddmdub

45. Uncover tangible truths amidst the noise of modern media
10 April 2015 Fabrikatyr - Insight from 'Big Data' 45
Uncover tangible truths amidst the noise of modern media
Fabrikatyr Analytics
@Fabrikatyr
www.fabrikatyr.com / conor@fabrikatyr.com

46. Our client wanted Qualitative insight with Global Reach to understand
how international consumers interacted with airline brands
We took over 300,000
comments from the Trip-
Advisor forum** for Airline
Travel
46
Key Themes Rank
Fare Hunting 1
Transfer queries 2
Brand comparison 3
Long haul &
Transatlantic 4
Booking 5
**93% of global travellers say their booking decisions are influenced by online reviews.
TripAdvisor is by far the largest review site accounting for more reviews than the next 10 review sites combined.
Fabrikatyr - Insight from 'Big Data'10 April 2015
Process & Collate
Create
Insightful & well supported
narratives
Brands
Themes
Sentiment
Gather
Online commentary
• Business Travel and trip reviews of customer
experience were surprisingly low.
• Users view BRAND-X as one of the best value
operators especially for the transatlantic.
However this perception seems to be solely
based on price
• Flying long haul to Dublin BRAND-X seems be
the dominant carrier to be recommended, but
they appear to be a ‘me-too’ operator out side of
this route

47. Global data volumes
13 Apr 2015 DATA DRIVEN MARKETING DUBLIN – APRIL 2015 MEETUP 47