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Taking the guesswork out of marketing - A case study

Steve Olenski
Master Principal Sales Architect

"Your guess is as good as mine."

How many times do you think that phrase is said/has been said aloud by a marketer in a conference room across the globe at any one given moment in time when it comes to truly knowing and understanding their customers?

Hundreds? Thousands? More?

I certainly don't expect anyone to own up to having uttered this line (or a derivation thereof) but rest assured it gets said and has been said - a lot. The reasons why are plenty for sure but regardless of why marketers do not know their customers the days of guessing how and when to talk to your customers are over thanks to Oracle Marketing Cloud.

real estate australia

Location, Location, Location

When realestate.com.au first partnered with Oracle Marketing Cloud, they were using a batch-and-blast approach to communicate with their community and as a result had an extremely disengaged database. By shifting their marketing strategy to focus on core segments and associated behaviours—buyers, sellers, and renters—Australia's largest property site was able to successfully engage their customers through personalised communications.

“We've gone from guessing to really understanding our customer base, knowing what they want, and providing personalised content,” says Natalie Feehan, Group Manager Marketing Strategy at realestate.com.au.

The challenges facing realestate.com.au included having a limited view of customer behavioural and lifecycle data and little to no use of personailsation of communications.

The solutions developed by the Oracle Marketing Cloud team provided:

  • Mapping customer behavioural data to better inform marketing decisions
  • Realignment of the marketing team to focus on strategic customer communication
  • Testing of email content to measure and optimise customer engagement

The results, as they say, speak for themselves:

  • 80 percent increase in unique open rate
  • 200 percent lift in unique click through rate
  • Improved targeting and personalisation
  • Increased customer engagement

In addition to mapping behavioural data, realestate.com.au introduced a customer preference centre that allowed the publisher to create a two-way dialogue with its community.

"It was important to the business to make sure people felt understood by delivering information that makes them feel ultimately more confident in their property decisions," says Feehan. "The preference centre enabled customers to self-select their profile segments, thereby enabling personalised relevancy of content in the communications they receive from realestate.com.au."

Image source: cdn1.itpro.co.uk

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