Wednesday Feb 04, 2015

The Building Blocks of a Compelling Digital Media CX

As soon organizations understand the "whys" and "whats" of designing a compelling customer experience in digital media, it's all about the "hows"- make or buy, what's industry best practice, which CX products and vendors are best for me. And one of the first learnings is this is "not your father's CRM" anymore - instead of a single application, modern digital offerings combine various consumer-facing cloud services into seamless social, sales, commerce, marketing and service experiences.

A good non-technical starting point might be our Modern Best Practice in Marketing series, which explains CX processes and especially how your data capital creates strategic value-add - often new in media & entertainment, but already common practice in other industries like retail or consumer goods.   

If you enter the product level, a very helpful resource is cloud.oracle.com. Even if you don't plan to buy anything, the site gives a (surprisingly ;) simple overview about what's possible as Oracle Cloud offers the industry broadest portfolio of Applications (SaaS, DaaS), Platform (PaaS, IaaS) and 3rd party Marketplace. 

The Oracle CX Cloud in Media & Entertainment

To help customers succeed in hyper competitive digital markets, Oracle offers the most data-driven CX suite (cloud.oracle.com/cx). Like with the media industry case studies below, any single cloud service is a great start to improve your CX. When you're ready for a next step, the integrated suite simplifies combining related services into more sophisticated experiences.

The Oracle Cloud Platform enables seamless integration with your applications

To deliver a seamless experience to grow your traffic, convert free to paid users or help with tech problems right when they occur, the Oracle Cloud Platform simplifies the integration into your CMS or customer applications.  

  • cloud.oracle.com/integration - the upcoming Integration service offers Rest API access to all Oracle and selected 3rd Party SaaS into your custom applications.

  • cloud.oracle.com Platform - from Java to Big Data, the Oracle PaaS offers you standard tools for all integration requirements.

To stay informed about these and related developments, get connected via @oracle_media - or contact us to get more insights on the building blocks of CX in media & entertainment.  

Tuesday Feb 03, 2015

Designing CX in Digital Media & Entertainment

Digital transformation in the Media & Entertainment industry is an extreme challenge, as both product and go-to-market are more or less reinvented at the same time. Coming from a historically powerful market position, a major roadblock to adopt is the organizational reflex to focus on content, product and technology. In fact, we have seen it so often that we've even created a short movie about it. 

Spoiler alert: as you might have guessed, the key point in creating a successful media business in competitive, digital markets is to focus on the customer. Entirely. No compromises. And sorry, content isn't first, content isn't king. It's the customer.

Of course you ll find single innovators and change agents in every media organization understanding CX and customer-centric thinking. But how do you adopt this in agile digital product development with editorial, marketing, sales, finance and IT? No business as usual. No departmental fighting. No expert bla bla. Just jointly innovating, like digital native startups do?

Enter DesigningCX.com. To support CX innovators in all industries and regions, we co-created a pragmatic & free set of tools and resources with these common themes:

  • Extreme customer-centricity – when in doubt, defer to the customer’s point of view
  • Bias towards action and collaboration – learn by doing, fail early to succeed sooner
  • Scalable principles & practices – simple methods and clear vocabulary designed for rapid adoption and organizational alignment

The key methodology is called Customer Experience Journey Mapping (CXJM) and combines learn, design and execute frameworks

So, how do you get started with designing your customer experience?

To get latest news about these and related topics, let's stay connected via @oracle_media.

Friday Aug 22, 2014

Cutting Subscriber Churn with Media Intelligence

There's lots of talk in media and entertainment companies about using "big data".  But it's often hard to see through the hype and understand how big data brings benefits in the real world.  How about being able to predict with 92% accuracy which subscribers intend to cancel their subscription - and put in place a renewal strategy to dramatically reduce that churn?  That's what Belgian media company De Persgroep has achieved with Oracle's Media Intelligence solution.

 "One of the areas in which we're able to achieve beautiful results using big data is the churn prediction," De Persgroep's CIO Luc Verbist explains in a new Oracle video.  "Based on all the data that we collect on websites and all your behavior, payment behavior and so on, we're able to make a prediction model, which, with an accuracy of 92 percent, is able to predict that you probably won't renew your newspaper, anymore. So our approach to renewal is completely different to the people in that segment than towards the other people. And this has brought us a lot of value and a lot of customers who didn't stop their newspaper where else they would have done so."


De Persgroep is using Oracle's Big Data Appliance, along with software from Oracle partner NGDATA to build up a detailed "DNA profile" of each individual customer, based on every interaction, in real time.  This means that any change in behavior - a drop in content consumption, a late subscription payment, a negative social media comment - is captured.  Applying advanced data modeling techniques automatically converts those raw interactions into data with real business meaning - like that customer's risk of churning.

The very same data profile - comprising hundreds if individual dimensions - can simultaneously drive targeted marketing campaigns - informing audience about new content that's most relevant and encouraging them to subscribe.  It can power content recommendations and personalization right in the content sites and apps. And it can link directly into digital advertising networks via platforms like Oracle's BlueKai data management platform (DMP), to drive increased advertising CPMs.

Using Oracle's Media Intelligence solution enables this across De Persgroep's business - comprising eight newspapers and 25 magazines published in Belgium and The Netherlands, and digital properties including websites with 6m daily unique visitors, along with TV and radio stations. "The company strategy is in fact a customer-centric strategy, so we want to get a 360-view about our customers, about our prospects. And the big data project helped us to achieve that goal," says Verbist.

Using Oracle's Big Data Appliance to underpin the solution created huge savings.   "The selection of the Big Data Appliance was quite easy.  It was very quick to install, very easy to install, as well. And it was far cheaper than building our own Hadoop cluster. So it was in fact a non-brainer," Verbist explains.

Applying Media Intelligence approach has yielded incredible results for De Persgroep, including:

  • Improved products - with a new understanding of how readers are consuming print and digital content across the day
  • Improved customer segmentation - driving a 6X improvement in customer prospecting and acquisition when contacting a specific segment
  • Having the project up and running in three months

And that has led to competitive benefits for De Persgroep, as Luc Verbist explains: "one of the results we saw since we started using big data is that we're able to increase the gap between we as the market leader, and the second [by] more than 20 percent."


Sunday Sep 15, 2013

Drag-and-Drop Access for Cloud-Scale Tape Archives with LTFS

What if cloud-scale tape storage would be as easy to use and manage as disk - at a lower cost, using a familiar “drag-and-drop” paradigm? Enter Oracle StorageTek Linear Tape File System, Library Edition (LTFS LE), introduced at IBC 2013. It further broadens the appeal of tape storage in industries with large file assets, such as media and entertainment, enabling customers to take advantage of tape’s low cost per terabyte for backup, large-scale data retention, archive and preservation projects, while allowing customers to save 40 percent in acquisition cost over IBM’s TS3500 20PB Tape Library solution.

Oracle media LTFS workflow

With a familiar NAS-like file structure with both search and index capabilities that can be accessed directly through a standard file system interface, users can “drag-and-drop” files between tape and disk storage systems without additional specialized, archive or backup management software.

As media and entertainment video formats rapidly increase in size and scale, StorageTek continues to innovate with new solutions for this industry. StorageTek LTFS LE simplifies the adoption of high capacity tape storage to support multiple use cases:

  • Digital media distribution to support file-based workflow and broadcast production and play-out operations
  • Storage and archive of 2K, 4K, and 8K (IMAX) digital formats
  • On-set capture and backup of video footage from digital cameras

 Read more  http://www.oracle.com/us/corporate/press/2008767

@Oracle_Media

Oracle media LTFS workflow

Wednesday Sep 11, 2013

Why Digital Success or Failure Hinges on the Consumer Experience

Are you making enough revenue from your digital platforms and content?  Are your new digital revenues growing fast enough to offset the decline in traditional sales and advertising?

The answer for many established media and entertainment companies is "no". Yet new digital-native competitors have arrived with fresh content aggregation, social and streaming services, usually based on other people's content, and are making hundreds of millions of dollars in revenue.

The secret? These successful new digital services are based around beautiful and engaging experiences that delight customers and keep them coming back for more. In other words, it's the experience that end users are willing to pay for, not just the content.

In a new paper published today, Oracle's Media and Entertainment team sets out Why Digital Success or Failure Hinges on the Consumer Experience – and how all publishing, broadcasting and digital media companies can compete and create a secure, sustainable and growing digital business by following three principles:

  1. Engage consumers with consistent, connected experiences across digital and social channels
  2. Integrate commerce right into the content using seamless, flexible transaction models to target highly-relevant offers and convert free users into paying customers
  3. Drive data-driven decisions with actionable consumer insights from all channels, products, and devices

Oracle Media Consumer Experience Brief

The connected consumer experience requires connected solutions. Oracle solutions for Media Engagement, Media Commerce and Media Intelligence work together to help media companies improve the consumer experience. With Oracle, media and entertainment companies can personalize content, target ecommerce, and analyze detailed consumer insights to build sustainable digital revenue.

If you're visiting the IBC broadcast industry convention in Amsterdam over the next few days, come and see Oracle's Media and Entertainment team at our booth in hall 9, and we can show you how.

@Oracle_Media

Oracle Media Consumer Experience

Friday Aug 30, 2013

The Rise of Customer Experience in Media & Entertainment

What are the key market drivers behind the rise of Customer Experience (CX) in media and entertainment? Obviously, the digital transformation disrupts the traditional value chain - broadcasters and publishers controlling their market - in four key ways:

  • Consumers expect digital content to be delivered to all of their devices in an engaging way anytime – increasing the costs and complexity for the media companies
  • Old revenue models are being impacted: reduced sales of physical/packaged media, and reducing advertising spend (part cyclical economy, part declining traditional audience) – these have not been replaced by equivalent digital revenues ("analogue pounds replaced by digital pennies”)
  • Internet connected devices create the potential for a direct relationship with the consumer for the first time. The mostly-unrealised potential for those media companies that understand how to connect with the audience and create an engaging digital proposition
  • New competitors and partners coming in to the value chain – e.g. Google, Facebook, Apple, Amazon, Netflix, Flipboard – these “digital native” players are capturing a large share of digital revenues at the expense of traditional players 

On top of this there are specific changes in advertising – e.g. the shift towards automatically-traded digital online advertising which means data is an increasingly-valuable raw commodity.  


Taking the “three Cs” the overall impact is: 

  • Consumer ... direct engagement is key to compete with digital natives and to grow digital ad revenues through data. Delivering a compelling, engaging customer experience is critical. 
  • Content ... alone is no longer enough and is becoming increasingly commoditised, but owning and managing great content is still key. Renewed focus needed on creating/managing truly multi-platform content, removing traditional platform silos. And increased focus on cost and efficiency of creating, managing and distributing content across platforms. 
  • Commerce ... two key revenues streams, media companies need to balance both. Advertising still depressed, but owning and managing data and direct consumer relationships key to increasing rates. Payment/subscription revenues not yet working in digital for many traditional players. Need to focus on the customer, and building models where the payment is for the value and experience the customer receives, not just “paying for content”.

So, not so obviously, within just a few years the media & entertainment industry becomes a highly competitive digital B2C market where customer, not content, is king. What it means? Many new challenges, but exciting times ahead to mix and mashup all those C's - content, commerce, community - into new compelling digital customer experiences.

@oracle_media


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