Markies Mondays: Taking risks can lead to a rewarding ROI

November 8, 2021 | 4 minute read
Autumn Black
Content Marketing Specialist, Oracle Advertising and CX
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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. Check back each week to learn how Oracle Advertising and CX customers are building their brand and creating lasting customer relationships with our connected suite of applications.

Whether you’re crunching the actual numbers or measuring the impact on people’s lives, return on investment (ROI) can be calculated in many different ways.

This week, we recognize the finalists of the Upshot Award for Best Demonstrated ROI, an award that honors the pros who find opportunities where others see obstacles and capitalize on them without hesitation.

Let’s take a closer look at how these five organizations put their analytics to work, took measured risks, and reaped astounding benefits as a result.

Personalization pays off for customers and companies alike

As stores closed due to the COVID-19 pandemic and demand for online services increased, Brazilian footwear manufacturer Grendene took the opportunity to invest in improving their digital footprint and gaining more customer insights.

By working alongside partner Compasso and enlisting support from third-party software vendors Adyen and Intelipost, Grendene implemented Oracle Commerce and Oracle Responsys Campaign Management to provide a better, more personalized customer experience all the way from the welcome email to the online purchase. As a result, their average ecommerce store sales grew by nearly 238% and their conversion rate increased from 30% to 80%.

Thanks to a decentralized marketing program, one New Zealand university struggled with accurately measuring their ROI. The trials of the pandemic only created more urgency for rolling out a more unified system for managing data and measurement. 

By partnering with Marketing Cube, the university leveraged their pre-existing instances of Oracle Eloqua Marketing Automation, Oracle B2C Service, and Oracle Analytics to enhance their data measurement tactics and create a single source of reporting across platforms. This change allowed them to offer a more personalized experience for students and ultimately led to an extremely successful “Open Day” event.

The university grew the number of leads for the event by 90% and experienced a 51% conversion rate from Open Day leads to actual applications.

Successful integrations help brands reach more consumers and soar to new heights

Bonnier News, a leading media house for Sweden and many Nordic countries, wanted to grow their subscription base and create an automated, multi-channel lead generation communications system, but they lacked the necessary tools to execute on it. They saw the potential with one of their financial newspapers, Dagens Industri, and wanted to apply this same methodology to Bonnier News for a more cohesive experience across their properties. Their end goal: Efficiently grow their website leads and account registrations over time.

Bonnier News improved its data management by expanding the use of Oracle Eloqua Marketing Automation. They also created new segmentation strategies using lead scoring for sales, onboarding, engagement, loyalty, and more. And with partner Engagement Factory, the company successfully integrated Oracle Eloqua segments with third-party apps and their CRM system for lead deliveries. As a result, they improved their modern marketing assessment from 78% to 87% and grew their Facebook lead generation revenue by 164%.

One state lottery program wanted to increase registrations and revenue from their online games, and they turned to Oracle for help. By integrating Oracle Responsys Campaign Management and Oracle BlueKai Data Management Platform, the team gathered information regarding their audiences from seven different channels and was able to create specific audiences for their retargeting efforts.

In just six weeks, partner Labrys helped them integrate the two systems and realize a 37% increase in monthly revenue and 58% growth in the number of average users. Their total ROI for the project reached heights of 668%.

A scalable solution eases the impact of the pandemic

After the onset of the pandemic last year, the City of Los Angeles was able to give $36.7 million to over 100,000 impoverished residents across the city in less than 70 days. But doing so required a scalable solution that could manage, verify, and submit payments for aid applications for some of the city’s most vulnerable citizens.

Alongside partner APEX IT, the City of Los Angeles implemented Oracle B2C Service and Oracle Intelligent Advisor to provide an easy-to-follow process for application submission and appointment scheduling.

They were able to schedule 50,000+ appointments in 21 locations in just nine weeks and reduce costs by 30% compared to setting up appointments through the call center.


There’s 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 Upshot Award for Best Demonstrated ROI  and the other 13 award categories at the Markie Awards website.

Autumn Black

Content Marketing Specialist, Oracle Advertising and CX


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