improve marketing, sales, and cx with big data

Improve Marketing, Sales, and Customer Experience with Big Data

Pete SchuttSenior Director Product Marketing, Analytics October, 1, 2014

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |


Safe Harbor StatementThe following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted | #BeyondBigData

How Customer Advocacy Has Affected Us

Mass media Internet/1:1 Social/Mobile

CUSTOMERS TAKE CONTROL

1% of consumers feel that their expectations for a good experience are met

94% of consumers will pay more for a better customer experience

89%of consumers switched to a competitor after a poor experience

Customer Power and Choice

Company Power and Voice


All Bank Customers Young Customers (18-36)0%2%4%6%8%

10%12%14%16%18%20%

10%

19%Bank SwitchingWhy?

“My previous bank didn’t offer the level of technology/innovation that I wanted”

“My previous bank didn’t offer the online services that I needed”

“My previous bank didn’t offer the mobile services that I needed”

Source: Mobile Financial Services Tracking Study, AlixPartners 2013


Source: Retail CIO Download 2014 Agenda: Leadership and Agility, 2014, “Global Insights on Succeeding in the Customer Experience Era” survey of 1300 senior level execs in North America, Europe, Asia Pacific and Latin America , 2013.

46% Of CIOs say turning massiveamounts of data into usable business analytics is their

greatest concern

20% Consider their customer

experience initiative to be “advanced”

Are just getting started with a formal customer

experience initiative

37%

But There is Progress to be Made


• Differentiate your customers’ experience

• Understand your customers

• Use all of your customer data

Challenges


Differentiate your customer’s experience

• Real-time personalization

• Real-time offer decisioning

• Omni-channel interaction


Big Data Platform for Customer Analytics

Transactions

Click StreamsCRM DataBatch Data


Many Smaller TransactionsCould be 100’s per purchase

UpdateCart

MaintainLists

PackagingInstructions

CaptureComments

ShippingAddress

TrackRatings


Display their recentlybrowsed items.

“Here’s what you beenlooking at recently”

Greet them by name.

“Hello, Joe”

We think you might beinterested in theseitems.

Save their preferences

“This is your currentshipping address andpayment information.”

Personalize the Experience

Here are the lists you havesaved.


Customer IDCustomer ID



Online Profiles


• Synchronize in-play bets with live incoming events

• Guarantee accurate bet payment

• Promote interaction between customers

• NoSQL database for fast, scalability

Real-Time Personalization in Online Gambling


Deliver Offers in Real-Time


“The sophisticated analytics solutions that statisticians and scientists devise must be embedded into frontline tools so simple and engaging that employees will be eager to use them daily.”

McKinsey


Mobile Customer ExperiencePersonalized, Location-Based, Real-Time Offers


Location Based Offers

• Personalized, context-based banking and retailing

• Machine-learned correlations on 3 Million sessions per day

• 39% lift in click-through for new campaigns in first month

• 50% lift in conversion rate


• A/B testing, live experimentation

• Micro-segmented customer profiles

• Complete view of customers

Learn what your customers want


• Male, born in 1948

• Grew up in England

• Married twice, children

• Successful, wealthy, celebrity

• Loves dogs and the Alps

How well do you know your customer?


• 30 Million sessions per day

• 400 Million offers presented each month

• 2.6 Trillion machine-learned correlations

• 43% lift in conversion rate

A Global Leader in Financial Services


• Break data out of silos

• Create a customer data reservoir for the enterprise

• Protect that data and preserve customer trust

Use all of your customer data


$200MIncremental

Revenue in 2013Increase in

Conversions

30%Increase in Satisfaction

30%

Big Data Farm

MachineLearning Algorithms

Personalized Marketing, Sales, and Service

Offline Customer Data

Social Media

Website


Combine Unstructured and Structured Data

“Why didn’t younger buyers respond as we

expected?” A: smaller target population than previous campaign A: no issues with

availability in stores

Answers from Structured Data

A: negative sentiment about campaign spokesperson

A: issues with lens A: not user-friendly

“.. zoom feature must be broken, seems stuck on

wide angle setting..”

“.. the D150 is not user-friendly but is an excellent camera for the

amateur photographer..”

“.. I can’t believe John Doe was spotted taking pictures with their #1

competitors camera..”

Answers from Unstructured Data


• 20% increase in volumes, 30% increase in profit

• Quickly explore across 50 diverse sources

• Saved 1.5 years and $4M implementation costs

• 2013 Gartner BI Excellence Award

Finding New Patterns in Consumer Goods

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | 25

Enterprise Big Data

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

BIG DATAMANAGEMENT

BIG DATAANALYTICS

BIG DATAAPPLICATIONS

BIG DATAINTEGRATION

CREATE VALUEFROM DATA

Connect and Govern All Data

Simplify Access To All Data

Discovery and Predict, Fast

Accelerate Data-Driven Action

improve marketing, sales, and cx with big data

Marketing

title slide

safe harbor slides

unwanted slides

slide area

selected slide

pcclick new slide

macclick new slide

multiple slides