2015 06-10 digitale marketingtransformatie anno 2015 04 gopesh raichura
TRANSCRIPT
2015-06-10 Digitalemarketingtransformatie
anno 2015
GopeshRaichura
Evangelist OracleMarketing Cloud – Oracle
Data management platform
Customer centricity
Target
Engage
Deliver message
@oracle
Opportunity
Live digital lives
Constant connected
Every facet in live is enabled byconsumer technology
Marketeers are also the customer
More
Connected
Social
Engage
Engage with brands in innovative ways
Issues
Reality:fragmentation
82% of CMO's have no synchronizedview of customer data (Forrester)
Website
Social Media
2nd party data
Quality forclients
Message deliver on the righttime to right client
Datamanagement
2nd party data,Example Reebok
Sign up newsletter on site
Reebok Reselled via Footlocker
Reebok doesn't knowabout the customer Footlocker does
Reebok: share data Partnership
3rd party data
Buy data
Enrich understanding
Fill in the gaps
Enterprise data
CRM
Commerce systems
Online
Offline
Data stuck inmarketing
channel silo's
SEO
Analytics
CMS
Events
Social Listening
Social publishing
Loyalty
Rating reviews
Display Ads
E-mail marketing
Result: brokencustomer
experience
Marketers leanheavily on
fragmented toolsTo do
Blogpost
Emails
Social
Campaigs
Webinar
Blogs
Emails
Pass fragmentationonto customer
78% of customers don't receive aconsistent experience. Accenture
Customerbombarded
94% of customer discontinuedcommunication with a company
because of irrelevant messages. BlueResearch
Solvefragmentation
Deliver seamless communicationacross devices
Solve it for yourself
Separate data form each point ofmarketing execution
Take control of data
3 stages ofdata activation
1. Data in
What you know
Multiple data sources
Aggregated into a single centralized platform
1st part, 2nd partyand 3rd party data
Offline & online
Known and unknown
2. Unlock thevalue in data
Data categorized to enable activation
Map the data
Additional layers of information
Unified data Bluekai ID
Https://youtu.be/YQ643U7ccpM
3. Data outData activated across the marketing schedule
Legenda
Leesinstructie
Met de klok mee
Vanuit het centrum naar buiten
Per tak van boven naar beneden
LegendaVraag
Belangrijke opmerkingen
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NyMaS Symposium | 10 juni 2015 | Mindmap gemaakt door Alexis van Dam | www.ConnectionOfMinds.com