Tuesday Aug 05, 2014

The Next Big Thing In Modern Marketing: Data As A Service

This may sound odd coming from a guy who makes his living in the technology industry, but here goes: To succeed in the digital economy, you must spend less time on the tech and more on the data.

The reality is that we live in an increasingly connected business world where data fuels our ability to create new products and services. Data floods into our systems from myriad channels—social media, mobile devices, sensors, corporate systems—you name it. Managing that enormous and ever-changing flow of data isn’t simple.

To truly maximize the value of data to business operations, you must somehow separate the data from the underlying tangle of management, legal, and integration problems that often stunt our ability to use data for competitive advantage. Here’s how:

1. Separate the data from the application. Oracle ORCL +1.24% has a little history doing just this—we’ve been disrupting data and information management from as far back as 1977, when the company separated databases from the applications that used them. Now, we are doing the same with data in the form of Oracle Data as a Service for Business (Oracle DaaS for Business), a data licensing model that provides data through a cloud service to fuel applications anywhere.

Oracle DaaS for Business allows you to abstract and build a single stream of data from both internal and external sources to send to any application or engine of your choice, simply and easily. The first two services available are Oracle Data as a Service for Marketing (Oracle DaaS for Marketing) and Oracle Data as a Service for Social (Oracle DaaS for Social), with more to follow in other enterprise categories such as sales and service.

2. Extract full data value. Even more important, we have taken care of several truly monumental headaches that often stop companies from building such a data stream. The first is something called addressability. Most companies lack the ability to link the various types of customer touchpoints (think: e-mail, social handles, phone numbers, third-party cookies, mobile apps) across various data streams to build a single view of the customer. We are extremely focused on building a comprehensive addressability map that allows businesses to link together a single connected view of the customer. You can imagine that this initiative will only grow as more channels (think: wearables) and forms of data emerge in the real world.

We also handle commercial rights—data is governed by an incredibly complex legal maze of data-usage models and privacy regulations that vary worldwide, and it takes a lot of work to ensure that data from millions of sites has been vetted for commercial use and compliance.

DaaS also provides effective data management methods that separate the signal from the noise, as well as the ability to integrate and activate that data into the many different platforms used by marketing, sales, and service teams in order to impact customer interactions in real time. Business users now need only to log on and access data streams that they can customize to their needs. Moreover, they can augment the unique value of their own data with our marketplace of third-party data.

3. Let data become your connective tissue. Think of DaaS as a NASDAQ or NYSE for data, in the sense that data from a whole range of sources flows through the Oracle marketplace—from B2B to social to transaction and commerce sites—to the tune of more than a billion profiles a month. And that data stream isn’t just happening in advertising; you can use it in your site optimization systems, and you can use it for service and social engagement. It’s a unifying element that pulls all of your marketing, sales, and service activities together.

Here’s an example of how it works: Let’s say that you are running a campaign that targets prospects across online, video, search, and social. With most current systems, you probably create separate audience segments for each channel, resulting in disjointed ad and content experiences for your potential customers. You’ll also probably remain oblivious to actions and reactions that take place in different channels, as well as conversations on the web in which customers discuss their experience with your company.

With Oracle DaaS for Marketing, all of that can get connected in some very interesting ways, because we link fragmented customer activities into a single profile. Now, your prospective customer looks for a flight on Kayak and gets plugged into all your ad campaigns across these channels. They go to your site and see a more targeted landing page than others, based on what they were researching. You can tell when they become a customer and stop showing them the prospecting ad. And, if they say something about your company on Twitter TWTR -1.5%, you’ll be able to respond to it immediately.

It’s just vastly different behavior, and exactly what defines the data-driven approach so vital to modern marketing success. This is the kind of competitive advantage that happens when you can focus on the data.

Omar Tawakol (Group Vice President and General Manager, Oracle Data Cloud)

Oracle Marketing Cloud Enhancements Simplify Marketing While Delivering Personal Customer Experiences

Create an ideal, interactive customer experience with the industry’s most enterprise-ready marketing cloud platform

News Summary

The marketing landscape is increasingly crowded with one-off technology solutions that can actually complicate the very tasks marketers need to simplify, while adding significant complexity for their IT counterparts. Modern marketing demands a unified, data-driven approach, not the data silos and integration challenges that point solutions create. Marketers need easy access to consolidated data to better engage audiences and analyze performance. Today, Oracle announced updates to Oracle Marketing Cloud designed to deliver simplified, customer-centric marketing and create ideal customers.

News Facts

  • Building on its commitment to help CMOs and global marketing teams execute marketing campaigns that have a measurable impact on revenue, Oracle today announced new features and enhancements to Oracle Marketing Cloud.
  • Key updates include look-alike modeling that helps companies accurately pinpoint ideal customer prospects, more mobile-native engagement options, and content marketing capabilities that make it easier for marketers to simplify content creation and distribution across multiple channels.
  • The enhancements further integrate Oracle’s range of marketing solutions—which include Oracle Eloqua, Oracle Responsys, Oracle BlueKai, Oracle Content Marketing and Oracle Social Marketing—and reinforce Oracle Marketing Cloud’s position as the industry’s most comprehensive marketing platform.

Increase Customer Centricity with Messaging, Mobile, and Content Enhancements

  • Automated workflow for look-alike models. Marketers and publishers can use Oracle’s BlueKai data management platform to easily build customized look-alike models that learn from the seed data of existing top customers to find new, high-value audiences. They also can use best-of-breed modelers to access multivariant modeling technology seamlessly within Oracle’s BlueKai data management platform.
  • Push notifications deliver messages at the right time. Marketers can now send personalized push notifications to mobile devices via Oracle Responsys Marketing Platform Cloud Service—either alone or as part of multistage, cross-channel marketing programs—further personalizing the customer experience across any channel with which the customers want to engage.
  • Personas deliver the right content. Marketers can now build personas that reflect the attributes of their ideal customers. With a click of a button, they can activate them as segments in Oracle Eloqua Marketing Cloud Service to deliver persona-driven messaging across e-mail, display, mobile, and social channels.

Simplify Marketing with Improved Content-Creation Tools

  • Optimize cross-channel marketing management. User interface enhancements to Oracle Responsys Marketing Platform Cloud Service make it easier than ever for marketers to orchestrate experiences and create a digital dialogue across e-mail, SMS, push notifications, web, social, and display advertising.
  • Gain a single view of programs, campaigns, and content. With Oracle’s marketing calendar, marketers can align content with programs and integrate activities from Oracle Content Marketing, Oracle Eloqua Marketing Cloud Service, and third-party marketing partners.
  • Streamline e-mail creation. Enhancements to both Oracle Responsys’ and Oracle Eloqua’s e-mail message designer help marketers quickly create and test pixel-perfect responsive e-mails. Working from standard templates, easily imported designs, or a blank canvas, marketers can deliver highly personalized messages regardless of technical skill.

Leverage Enterprise-Scale Data Management, Automation, and Marketing Processes

  • Orchestrate content marketing workflows across multiple teams and stakeholders. New granular rules in Oracle Content Marketing help marketers build precise content-development workflows. Expanding the reach of who can contribute and approve content simplifies high-volume content creation, a critical element of a modern marketing strategy.
  • Streamline management and maintenance. A new Oracle Eloqua marketing operations center allows marketing operations teams to quickly analyze system performance and throughput and easily perform maintenance tasks, simplifying the administration of an organization’s large-scale, global marketing hub.
  • Automate SMS messaging. Oracle Responsys APIs have been extended to support automated, programmatic SMS messaging.

Supporting Quote

  • “Delivering marketing solutions that simplify marketing processes and enable true customer-centric marketing are key to creating ideal customers and brand advocates,” said John Stetic, group vice president, Products, Oracle Marketing Cloud. “The latest updates to Oracle Marketing Cloud reinforce our commitment to delivering marketing simplicity in an easy-to-use, enterprise-ready marketing platform so marketers can focus on their ultimate objective—attracting and developing ideal customers.”

Supporting Resources

2014 Markie Awards Now Open

To promote excellence in modern marketing and celebrate outstanding marketers in both B2B and B2C disciplines, we’ve announced the award categories for the annual Markie Awards. Check them out here!
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