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Welcome to the Oracle Modern Marketing Blog:
The latest in marketing strategy, technology, and innovation.

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Data-Driven Marketing

“Oracle Is at Its Best in Online Testing…” According to Forrester Report

Not so long ago, the number of touchpoints a customer had with a company was quite limited. As a result, their journey from discovery to purchase was relatively linear. With the digital advance, the number of touchpoints has grown exponentially.  These days, customers zigzag from discovery to purchase and they demand more and more personalized experiences. As the world becomes more complex, the ability to understand what customers really want is even more important. Regrettably, this has also become more challenging at the same time. A/Bn and multivariate testing Testing (A/Bn and multivariate), —that is being able to isolate changes and understand their impact is crucial in this context. Testing is also a means to personalization. The most successful brands on the web have mastered the art of continuous testing and tweaking to tailor the experiences to an individual and really deliver what the user needs at every step of their engagement journey. To understand if a change was impactful, the platform must be able to express its statistical significance of a default experience vs an alternative (test). Given key decisions will be based on the outcomes of these tests, it’s important there is full confidence in the statistical capability powering these platforms so that the results are both reliable as well as trustworthy. This means it must be able to cope with mid-test changes, continuous monitoring to avoid false positive inflation (user error), and auto test completion. Cross channel optimization In addition, when testing alternative experiences, it’s important it’s done across all channels and not just the web. Shoppers may access a website, mobile app, in-store web terminal, IoT, social channels, or search engine marketing etc. Cross-channel testing ensures the impact across all the various channels is understood and optimized. As testing has moved from an expert skill set into a core toolset for most marketers and product managers, platforms have to innovate to remain relevant. Oracle Maxymiser Testing and Optimization possesses the complete toolset required to help customers not only to personalize the experience but also understand and validate the impact of all these changes, both cross channel (web, app, IoT, server side) as well as in highly secured environments.  To provide peace of mind, it is powered by a market leading Group Sequential approach and marketer-friendly visual editor. Its advanced targeting rules and real-time intelligence ensure even the most complex scenarios can be catered for. These tools allow our customers to target at a high-fidelity level and deliver 1:1 personalization at scale. The combination of Oracle Maxymiser, Oracle Infinity, and Oracle Marketing Recommendations serve billions of experiences per year and make a compelling offering to deliver on advanced cross channel testing and personalization use cases in a self-serve way. Recognition of Oracle’s capabilities Oracle is tied for the highest score in the online testing criterion in The Forrester Wave™: Experience Optimization Platforms, Q4 2020 report.  The Forrester report noted: “Oracle shines with real-time, high-fidelity, cross-channel data collection; the application of AI and machine learning to real-time data streams; and the ability to optimize experiences on the fly.”  The report also states, “Oracle is at its best in online testing, and it also has strong behavioral targeting and recommendations capabilities. Its innovative use of machine learning for creating predictive models, segment discovery, and other capabilities to help users make smarter optimization decisions is impressive… The product has a wide enterprise appeal and is a great fit for many types of users, including marketers, e-commerce professionals, product teams, and developers.” We are thankful to our global and growing customer base across a wide variety of industries for believing in our capabilities and vision. We’re excited about all the new product launches we have lined up for 2021. To learn more about Oracle's offerings around optimizing customer experiences, please visit: Oracle Maxymiser Testing and Optimization Maxymiser Product Tour Oracle Infinity Behavioral Intelligence Oracle Marketing

Not so long ago, the number of touchpoints a customer had with a company was quite limited. As a result, their journey from discovery to purchase was relatively linear. With the digital advance, the...

Marketing Automation

"Oracle Impresses with AI" According to Forrester's Experience Optimization Wave Evaluation

Optimizing experiences to match customer preferences, tastes, and behavior is an integral part of modern-day marketing. Customer journeys have changed significantly over the past few years. One size does not fit all, and brands need to respond in real-time, for each customer, at scale, and in an automated fashion. At Oracle Marketing, this thinking shapes our strategic vision around connected data and connected intelligence. We recognized early that real-time data and AI sit at the core of marketing transformation. Through our Oracle Infinity Behavioral Intelligence and Maxymiser Testing and Optimization products, we are on a mission to help brands optimize customer lifecycle engagement through understanding real-time user behavior at a granular level and automating the decision-making process for marketers. Our efforts are being noticed, with Forrester writing "Oracle impresses with AI" in a recent Experience Optimization Wave report. Optimizing the customer experience with AI  AI is transforming many activities and industries, from driving to medicine to writing emails. Machine learning-based algorithms help humans make smart decisions quicker, lower the cognitive load, and improve the productivity and effectiveness of the task. Even in creative fields, state of the art language models, such as GPT-3, are writing full-fledged articles and novels and generating synthetic images for use in marketing campaigns. At Oracle Marketing, we've made a significant investment in data science, which is now making a dent for customers across all our products, giving them the ability to: Decide whether and when to send an email/message to a customer Pick the right channel to send that message Predict subject lines that best deliver the message When a user visits a website, our unified CX Tag helps us have real-time understanding of user behavior and intent using clicks, scrolls, downloads, views, dwell-time, and numerous other parameters. Our machine learning models can act upon this wealth of high-fidelity data at sub-second latency, predict users' next actions, recommend appropriate products (or content or offers), and optimize experiences on-the-fly. We have built a machine learning framework to allow any developer or data scientist to quickly roll out their algorithmic models and iterate rapidly on them. This framework underpins our data science across the entire Oracle Marketing stack. The Forrester Wave™: Experience Optimization Platforms, Q4 2020 report gave us 5.0/5.0 scores in the criteria of product vision and experience optimization technique innovation. We're also thankful to our customers for validating our approach and excited about all the new product launches we have lined up for 2021. To learn more about Oracle's offerings around optimizing customer experiences, please visit: Oracle Maxymiser Testing and Optimization Oracle Infinity Behavioral Intelligence Oracle Marketing

Optimizing experiences to match customer preferences, tastes, and behavior is an integral part of modern-day marketing. Customer journeys have changed significantly over the past few years. One size...

CMO Corner

5 Aces to Overcoming the Pandemic for CMOs

The global pandemic has changed nearly everything for CMOs, forcing them to scramble as consumers shift even more to online shopping. Meanwhile, CEOs are pressuring their marketing chiefs to find strategies for recovery.  At our recent CX Virtual Summit for Asia, I had an insightful conversation with Jojo Concepcion, CEO of our customer Concepcion Industrial Corporation (CIC), about the intersection of customer experience software and the need for businesses to make decisions more nimbly. CIC has been incredibly successful at striking the right balance, especially during a very challenging year. The Philippines-based appliance distributor has managed to give customers what they need when they need it while creating new business opportunities.  What’s helped CIC are the “five aces” that CMOs must establish in their companies while leveraging – with intention – critical emerging technologies to modernize their interactions.   The five aces are:  Adaptability: The world has changed, but businesses still need to keep going, whether through finding new ways to reach cash-strapped households or helping customers visualize products from the comfort and safety of their homes. Marketing organizations must become comfortable with change. Accountability: Businesses expect marketers to help deliver quantifiable business impact with the help of modern technology. As the measurement of campaigns has become more sophisticated, CMOs must embrace accountability.  Authenticity: Modern marketers need to know and use data they collect from customers to engage them in highly personalized communications across their devices, print, and broadcast media.  Action: Customers expect companies they do business with to respond quickly and at all hours. Meeting them on their terms helps foster brand relationships.   Alignment: This doesn’t just mean coordination between sales and marketing; it also means aligning the organization so that customers’ needs dictate the businesses’ activities.  Jojo and I agreed that experiences are everything – we know they’re often more important than the product or service we’re delivering. Uncertainty and not knowing how the world will evolve creates a huge opportunity for marketers to define their companies. There’s hard evidence behind the proscriptions. 83% of 260 global CEOs surveyed by management consultancy McKinsey last year said they expect marketing to be a major driver for their companies’ growth. To do so, marketing departments need to move faster, collaborate better, and focus more sharply on customers.  Yet McKinsey estimates making such changes can cut 10% to 30% of marketing costs while adding 5% to 15% to sales growth. And about 23% of CEOs say marketing isn’t delivering on the growth agenda. Often, executives pour time into a few initiatives, “then grow frustrated when the promised value doesn’t appear,” according to the study.  CIC is consolidating sales, customer service, and e-commerce systems with its back-office software to understand its customers better. That’s helping the air conditioning, and refrigeration company simplify online ordering, sell directly to consumers, and forge new business models -- such as renting cool air time “as a service,” rather than selling an appliance outright, Jojo said.  “For 90 days, we had no place to sell our products – stores were closed nationwide,” he said. “Manufacturing, distribution, and most e-commerce stopped for three months during the pandemic’s height this year. CIC adapted by emphasizing products for kitchens tailored to people staying and cooking at home and developing new ones for those who wanted a cool environment without the upfront cost”.  Vince Abejo, chief sales and marketing officer at property developer Filinvest Land, spoke during our conference about capturing data points during and after the sale of a house or condo so the company can retain buyers it sells to over time. Filinvest is holding online house tours, inspecting properties by drone aircraft, and courting prospects to ensure the pipeline stays stocked after the pandemic ends.  Not only is the company attuned to its customers’ needs, but it has also adopted its behavior to stay authentic. “Booked sales are now back to pre-Covid levels,” Abejo said. These are just a few fresh ideas that can be brought to life using the five aces and modern cloud technology. I’d love to hear directly from you about other ideas you might have, so be sure to reach out to me in the comments to let me know how I can help.  To learn more about the trends impacting marketing leadership today, visit the CMO Corner. 

The global pandemic has changed nearly everything for CMOs, forcing them to scramble as consumers shift even more to online shopping. Meanwhile, CEOs are pressuring their marketing chiefs to find...