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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

Apply Big Data to Create Irresistible Customer Experiences

Steve Earl
Senior Director, Product Marketing, Oracle Marketing Cloud

While most organizations and marketers have prioritized customer experience as top business priority for a few years now, they don’t always know how to get the customer experience right.

Marketers who are delivering optimal customer experience know that data is king. To truly understand your customer requires collecting, analyzing, understanding and using customer data to help deliver that personalized experiences to win customer loyalty.

While big data and data analytics are a part of almost everything we as marketers do today, both are still overhyped and misunderstood. In our hyper-connected world, it’s amazing how disconnected our approaches to serving our customers has become. Many organizations have still not figured out how to create clean, powerful linked data assets.

But big data alone does not solve problems. Rather, you need to have a problem to solve first. That is why so much data goes unused. You can’t just pick up the phone and buy big data analytics. That’s just not how it works.

At Oracle, we’re leveraging big data technologies to enable marketers to use data more effectively to solve the challenges they have with improving the customer experience. We’ve leveraged the Hadoop ecosystem and built a platform specifically for the purposes of digital analytics and optimization. We call this marketing analytics platform Oracle Infinity™.

Our new eBook, “Irresistible Customer Experiences” digs into how Oracle Infinity™ helps digital marketers leverage data to optimize customer experience in terms of these six key areas:

  1. Real Time, All the Time: To satisfy the agile needs of the business, all data must be available in real time by default.
  2. Unlimited Scale and Flexibility: An analytics solution must be built from the ground up with big data technologies to handle the inevitable scale that Internet of Things (IoT) will demand.
  3. Individual Level intelligence: Oracle Infinity provides a unified and intuitive user experience to support completely different tasks, roles and people – making it easy to learn and manage.
  4. Accuracy at Scale: Analytics data must advance beyond approximate trends to an accurate source of digital performance that is trusted by the business for decision making
  5. Cross-Channel Insights: Collect and connect all customer brand engagement regardless of any connected device.  The ability to collect and connect all customer engagement data is key in transforming your marketing from a series of independent interactions with a “visitor” to a single conversation with an “individual.”
  6. Data activation and Openness: Analytics data should be open and available for easy extraction and integration into your marketing ecosystem.

The eBook explains each of the above 6 areas in detail, providing relevant use cases for marketers and analysts, the current challenges with today’s technologies and how Oracle Infinity™ solves them. We’ve also outlined a set of questions that you may want to consider when researching digital analytics vendors.

Click here to download your copy of the eBook “Irresistible Customer Experiences.”

 

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