Markies Mondays: 3 ways enterprise organizations leverage data to put the customer first

October 18, 2021 | 4 minute read
Carrie Leader
Principal Product Manager, Oracle
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Welcome back to Markies Mondays, a blog series where we celebrate the finalists and recipients of Oracle's 15th annual Markie Awards. With each post, we’ll share how Oracle Advertising and CX customers are building their brand and creating lasting customer relationships with our connected suite of applications.

It’s often difficult for large organizations to harness the true power and potential of data. Beyond the sheer volume and complexity, these businesses have many different users leveraging data in different ways, so finding the real source of truth can seem like a daunting task. Despite these challenges, many big companies strive to gain actionable insights and provide a more cohesive and meaningful customer experience (CX).

The Insight Award for Best Use of Data—Enterprise honors those companies that took their insights to the next level to deepen their connection with customers. Let's take a closer look at how these enterprise organizations really connected the dots between data and customer experience.

1. Making the digital experience a more comfortable one

Last year’s abrupt transition from in-person to digital business made one of Brazil's largest retail banks realize they needed to connect with their customers in a meaningful, more personal way. Before the pandemic, their customers were used to going to their local bank and interacting face-to-face, so they set out to provide an online experience that was just as comfortable and familiar.

By implementing Oracle Responsys Campaign Management, the company was able to optimize their marketing strategy to control, analyze, and create tailored journeys for each customer. With more than seven lines of business, they took control over audience insights and data analysis. The results: an increase in conversions through email of nearly 10X, almost 250% via push campaigns, and close to 150% through SMS.

The arrival of the pandemic forced one of Brazil’s largest fashion retailers to close over 300 physical stores for the first time. But the unprecedented situation inspired a necessary shift in how they communicate with customers. The company had already seen success using customer data to personalize their automated emails, but they were finding it challenging to do the same for promotional messages.

With the help of Oracle Responsys Campaign Management, the retailer was able to organize both online and offline customer data, behavior, and purchase preferences. Such centralization made it possible to build an omnichannel view of the customer and individualize their communication strategy at scale to offer customers a much more personalized experience. As a result, they saw a return per open 463X higher than other communications sent without personalization.

2. Better insights lead to better decision-making

Data is a wonderful tool but only if you can access and make sense of it. A leading global professional services firm recognized this fact and understood that better insights lead to better decisions about driving growth. They knew that easy-to-use reporting was the key to continued success.

The firm combined data from Oracle Eloqua Marketing Automation and Oracle Sales to demonstrate marketing impact and to improve outcomes. With the help of Oracle Consulting, they reduced report delivery time from four weeks to two minutes, gained greater visibility into pipeline and conversion rate, and solidified the importance and value of reliable reporting.

A leading contract research organization attempted to change the culture of their marketing group amid the pandemic to focus more on metrics and making data-driven decisions. By using data from Oracle Eloqua Marketing Automation and other third-party systems, they were able to target their customers with relevant content in the buying process to help achieve higher conversion rates and ROI.

Despite the challenges they faced, the organization achieved a 33% increase in lead generation and 87% increase in opportunities while also improving their processes and enhancing their analytics and insights to track a 345% gain in return.

3. Making customers’ lives a little easier

With all that’s going on in the world, trying to make someone’s life even a little bit easier can make all the difference. That’s exactly what one major energy supplier in the U.K. strived to do. To better understand their customers and also lighten the load for employees in their sizable call centers, the supplier used web analytics from Oracle Infinity Behavioral Intelligence and worked with Oracle to create a machine learning proof of concept to predict the use of the Contact Us section of their website.

By developing a predictive model with Oracle Maxymiser Testing and Optimization, they were able to resolve customer service issues without call center intervention for over 70,000 contacts on initial campaigns. The change also improved the workload of their call center operators, leaving time for more collaboration and additional campaigns.

An Australian retail liquor business set to work creating a personalization engine to completely automate their email marketing. The goal: Offer customers the right products with the right message at the right time. With the help of Oracle Responsys Campaign Management and Oracle BlueKai Data Management Platform, the engine used data to execute personalized, targeted marketing and to select the most appropriate email for each customer.

Deploying these tools really helped them meet their customers’ needs. Before, they were only able to execute about 20 email actions per week with a limited number of recommended products. Now, they execute around 2,000 email actions per week with a broad range of products to serve more customers.


We have so much more to share about the finalists and winners of the 15th annual Markie Awards in the upcoming posts in this series. Bookmark the Customer Success Stories category of the Customer Experience blog and check back regularly for updates.

In the meantime, learn more about The Insight Award for Best Use of Data—Enterprise and the other 13 award categories on the Markie Awards website.

Carrie Leader

Principal Product Manager, Oracle

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