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Data is In the Driver's Seat for Effective Cross Channel Marketing [eBook]

Steve Olenski
Master Principal Sales Architect

Yesterday we launched the newest addition to our Modern Marketing Essentials series - the Modern Marketing Essentials Guide to Cross-Channel Marketing.

The guide is a highly useful for marketers looking to repair the broken customer cross-channel experience as witnessed by the 78% of customers who state they receive a fragmented experience as they move from channel-to-channel according to research from Accenture.

Among the key parts of the guide are the three core points that we’ve compiled to support your ability to ramp up your cross-channel marketing activities. Over the next couple of weeks we'll dig into each of these core points.

  • Data is in the Driver's Seat
  • Attribution is riding shotgun
  • The experience is the engine

Data is in the Driver's Seat
Big data. Little data. In-between data. Face it, data is everywhere and is at or near the top of marketers' minds at all times, especially when it comes to cross-channel marketing. How we do know that?

Well consider the fact that in a study done by Forrester, when marketers were asked about their biggest challenge with their cross-channel marketing programs, the #1 answer was: Understanding customer interactions across channels.

In the same study, marketers were also asked where their current marketing technologies fall short. The top three answers all dealt with the subject of data:

  1. Having the ability to use cross-channel analytics to improve performance.
  2. Tracking standard Key Performance Indicators (KPIs) across channels.
  3. Having access to a unified customer view based on in house data. 

Lots O' Data = Lots O' Trouble
Did you know that a single customer or prospect of yours could have 10 or more IDs that can stem from emails, social handles, or device IDs?

Now you can see why so many marketers have trouble understanding customer interactions across channels and having access to a unified customer view based on in house data as aforementioned.

How can you, as a marketer, hope to understand interactions across multiple channels and have a unified or integrated view of a customer with so many disparate IDs floating around?

Identity mapping, as it is commonly referred to, is a critical component for being able to carry out and deliver a true cross-channel marketing experience. A marketer needs to be able to make all these connections across channels and devices (and real world actions) to provide a more consistent and relevant cross channel experience.

Fortunately for marketers, a major innovation that is in play right now that’s critical to carrying out true cross-channel marketing will be to provide the ability to accurately identify a person or audience across these touchpoints and IDs.

The short answer is, you can’t.

But what you can do is download the Modern Marketing Essentials Guide to Cross-Channel Marketing to learn about the help that is on the way when it comes to dealing with data and cross-channel marketing.

Plus, to learn more about the importance of data from an overall perspective you will want to download the Modern Marketing Essentials Guide to Data Management.

But Wait, There's More!
Be sure to check out the entire Modern Marketing Essentials Library, your one-stop shop for the resources and insight into best practice marketing, including Marketers' Blueprints to help your teams collaboratively map out strategies for success.


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