This article first appeared in the September issue of the Oracle
WebCenter InDepth Newsletter. Get best practices and deployment advice from Oracle
expert John Brunswick in this column. Passionate about both business and
technology, John focuses on maximizing IT's ability to streamline and optimize
look to increase conversion rates for sales of their products and services, a
focus on creating a cohesive marketing strategy becomes essential. The wide
range of channels, publishing, and personalization capabilities available today
presents incredible opportunities—but simply publishing content across a range
of channels is only the first step in this journey. Here are some pragmatic,
though not comprehensive, considerations for embarking on multichannel
Establish a common
customer view. To deliver meaningful content personalization across one or more
channels, the ability to leverage a common customer view is essential. This key
technical capability forms a foundation that can be reused across marketing
Filter and liberate
profile data. Between web logs, customer relationship management information,
enterprise resource planning data, application usage, in-store activities,
direct-mail responses, and other sources, determine what portions of
information are truly significant as they pertain to the common customer view.
Ensure that marketing has the ability to access and analyze the information
without the need for IT staff.
Given that the number of channels is only set to expand, it is critical that
any integrations across systems leverage flexible technical patterns. Any
system or data types to be included should follow a consistent reference model
to ensure standardization and scale.
overarching campaign analytics and management. The ability to perform
closed-loop analysis is critical to refining customer interaction analysis and
marketing segments. Marketing activities should always tie back to a
centralized campaign management capability.
creation effort. Brand and message consistency across web, retail stores,
catalogs, direct mail, mobile, and other channels is crucial. Content creation
effort is often drastically underestimated, especially when developing authentic,
targeted materials within a campaign.
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