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TheRiseofAdap?veMarke?ngThepathtocrea?ngdata-driven,individualizedcustomerexperiences

ChrisLynchSrDirectorofProductMarke?ngOracleMarke?ngCloud

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SafeHarborStatementThefollowingisintendedtooutlineourgeneralproductdirec?on.Itisintendedforinforma?onpurposesonly,andmaynotbeincorporatedintoanycontract.Itisnotacommitmenttodeliveranymaterial,code,orfunc?onality,andshouldnotberelieduponinmakingpurchasingdecisions.Thedevelopment,release,and?mingofanyfeaturesorfunc?onalitydescribedforOracle’sproductsremainsatthesolediscre?onofOracle.

OracleConfiden?al 2

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InDigitalWorld,LifeisaSequenceofMicro-Moments

2%Ofmarketershavetheabilitytoiden?fy,deliver,andmeasurehoweffec?velytheyservecustomersinmicro-moments

-Forrester

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TheViewofYourIdealCustomerIsComplex

11%Ofmarketershavehighconfidencethatthey’retarge?ngtherightaudience

-Nielsen

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CustomerBehaviorsHappenAcrossaSpectrum

Anonymous AnonymousKnown Known

ClicksonDisplay

SearchesforProduct

WatchesTVAd

AddstoCartPurchasesProduct

ReadsSMSMessage

ClicksonEmail

ReceivesPushNoFficaFon

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ContentandExecu?onTiedtoChannels

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93%Ofmarketersreportsilosby

channel.-eConsultancy

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81%ofnon-C-suitershaveasayinpurchase

decisions.-Google/MillwardBrownDigital

TheBuyingProcessExtendsBeyondIndividuals

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Onaverage,5.4peopleareinvolved

intoday’sB2Bpurchasedecisions.

-CEB

B2BPurchaseDecisionsAreComplex

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TheConceptofAdap?veMarke?ng

BuildanIDGraphThatSpansAnonymousandKnownDataIntelligentlyOrchestrateMicro-MomentsMakeContentCollabora?onChannelAgnos?cTest&Op?mizetheCustomerExperience

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BuildanIDGraphThatSpansAnonymousandKnownData

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Age:29InMarket:NetworkInfrastructure

Offline:AgendedEvent

ANONYM

OUS

KNOWN

TV

SEARCH

DISPLAY

VIDEO

SMS

EMAIL

WEB

SOCIAL

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IntelligentlyAutomateMicro-MomentswithBothBehavioralandPurchaseInterac?ons

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IncorporateAccount-BasedMarke?ngStrategies

GrowLeverageengagementandconversiondatatofindcustomersthatlooklikeyouridealones.

EngageEngageprospectswithcontextualizedexperiences.

ConvertDrivefunnelconversionsbydelivering?melycontent.

AcquireDelivernewcustomeracquisi?onthroughon-goingnurture.

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PersonalEngagementExceedsGoalsandIncreasesLeadQuality

276%overtargetgoalEatonusedOracleMarke?ngCloudtodrivewebsitetrafficanden?ce

poten?alcustomerstocreatemorethan4,500personalizedinfographics.

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MakeContentCollabora?onChannelAgnos?c

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150%Increaseinlead-to-customerconversionratewithcustomerstories

ContentMarke?ngBoostsOrganicSearchandConversion

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Test&Op?mizetheCustomerExperience

Who?

What? Where?

When?

Why?

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8%Increaseinconversionsfromop?mizedproductpages

OnlineTes?ngDrivesHigherWebRevenue

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ThankYou

DavidJohnsonBlog:

hgps://blogs.oracle.com/marke?ngcloud/