Wednesday May 04, 2016

Adaptive Marketing Is On the Rise

As digital marketing further automates customer interactions, it will become even more imperative that technology partners and ecosystem re-think their strategy for how their services and products can reshape the customer experience. Just because marketers can automate something doesn’t necessarily mean they will deliver a great experience, and research indicates they need the help. 

According to a recent survey by Aberdeen, 96% of chief marketing officers (CMOs) are not satisfied with their ability to deliver customer journeys. Another by eConsultancy found that only 12% believe their marketing is real-time enough to keep up with customer needs

Partners who want to focus on marketing services can help enterprises address this challenge. And they can do so with a focus on Adaptive Marketing. My definition of Adaptive Marketing is the use of data, technology, and processes to build customer experiences that evolve instantly based on the behaviors, interests and needs of real people. The goal is to create a more malleable strategy for engaging customers across channels. Adaptive Marketing assumes that customers take non-linear paths in their journeys. Rather than try to guess those paths – or automate them into hypothetical journeys no one follows – companies should let customers dictate their own path and have a system that adjusts quickly and intelligently for them on the fly.

How can partners engage with marketers to deliver a strategy for adaptive marketing?

1. Help Marketing Teams Compartmentalize the Data They Have

With so many buzzwords like “big data” and others, it’s tempting to try and first address customer experience issues with algorithms and data modeling. But from a strategy perspective, I’d suggest you first start by understanding what data types a marketer currently has available today. A couple examples include:

  • Customer preferences or attributes. What data do they have about products, services or topics their customer has professed interests in?
  • Known customer behaviors and events. What events can they track? How real-time is their ability to track them? An example could be when a consumer adds a product to a shopping cart on a commerce site, or when a B2B customer downloads a whitepaper or registers for a webinar.
  • Anonymous behaviors. What data do they have available about more anonymous interactions? This could be visitor data on their website, or if you use a data management platform, data about their audience engagement with digital advertising channels.

2. Work Towards One Canvas That Removes Channel Silos

Customers now interact across a multitude of channels, including display advertising, email, mobile, social and web. Adaptive Marketing requires that there is cohesion between these channels. Unfortunately, most enterprises today still handle the execution of their marketing on these channels with applications internally that are isolated from one another. So as they message to customers, they do so with minimal to no awareness that another channel might be reaching them at the same time.

One way you can address this challenge with marketing clients is by working with their internal stakeholders to agree on one system-of-record – or what we like to call a canvas – to manage their customer interactions in one place. It won’t be easy to do, and it also is not a CRM system that manages this from a process perspective. CRM systems lack insight into many of the anonymous behaviors that customers perform across key marketing channels, such as display advertising.

To make this change easier, you can emphasize that the centralize canvas itself doesn’t need to replace all of the marketing applications clients have today. They can still run key aspects of marketing execution in the background, but the governance around what interactions get orchestrated should be centralized.

3. Test; Don’t Just Guess

Finally, you can help marketers test the interactions that they’re managing to help them be more adaptive to customer behavior. A/B testing can be a place to start, but it is very binary in terms of choosing the right experience for each customer. As time goes on, you can add multivariate testing and other more sophisticated mechanisms that optimize the experience based on customer behavior, propensity and attributes.

Try these out with your clients, and see if you can take the first step towards an Adaptive Marketing strategy.

Chris Lynch - Head of Product & Industry Marketing for Oracle Marketing Cloud

Tuesday Apr 26, 2016

2016 Oracle Excellence Award: Sustainability Innovation

While sustainability is important to Oracle, we recognize that it's important to many of our partners too. We also recognize that many partners are helping our customers with their sustainability initiatives. If that's you - and your customer meets the criteria listed below - they may be a likely nominee for Oracle’s Sustainability Innovation Award, part of the Oracle Excellence Awards.  Nominate your customers for this year's Oracle Sustainability Innovation Awards - and you could both be winners.

What Customers Should You Consider Nominating?

The following are examples of customers you should consider: Are you working with a customer that uses any Oracle product to reduce their environmental footprint while improving their operational efficiency? Are they reducing their energy usage? Reducing gas usage? Going paperless? For example, the customer may use Oracle’s Agile Product Lifecycle Management to design more eco-friendly products; Oracle Cloud Solutions to help drive down power consumption; Oracle Transportation Management to reduce fleet emissions; or Oracle Exadata Database Machine to decrease power and cooling needs while increasing database performance-or one of many other Oracle products.

Customer Nomination Eligibility

  • The company uses at least one component of Oracle products, whether it's the Oracle database, business applications, Fusion Middleware, or Oracle Sun servers/storage 
  • This solution should be in production or in active development
  • Nomination deadline:  Tuesday May 31, 2016

Nominations Due May 31, 2016

Learn More about the award and nomination process. Make sure you submit your nominations form by Tuesday, May 31, 2016 to be eligible. If the company you are working with is using any Oracle product to take an environmental lead as well as to reduce costs and improve business efficiencies using green business practices – get them nominated. These awards will be presented by Oracle Executive Vice Chairman of the Board, Jeff Henley, in a special conference session during Oracle OpenWorld 2016 (September 19-22) in San Francisco, California.

About the Award

  • Winners will be selected from the customer and/or partner nominations. Either a customer, their partner, or Oracle representative can submit the nomination form on behalf of the customer
    • NOTE: If a partner’s nominated customer wins, the partner will also win the award
  • Winners will be selected based on the extent of the environmental impact they have had as well as the business efficiencies they have achieved through their combined use of Oracle products

Benefits to Award Winners

  • Awards presented to winners (customers and their partners) during Oracle OpenWorld by Oracle Executive Vice Chairman of the Board, Jeff Henley
  • Complimentary Oracle OpenWorld San Francisco registration pass for the winning customers  
  • 2016 Oracle Sustainability Innovation Award logo for inclusion on your own website and/or other marketing materials
  • Possible placement in Oracle Profit Magazine and/or Oracle Magazine

Additional Information

See last year's winners here.

Questions? Send an email to:

Oracle Solutions for Powering the Green Enterprise

Follow Oracle’s Sustainability Solutions on Twitter, LinkedIn, YouTube, and the Sustainability Matters blog


The Oracle PartnerNetwork Team

Thursday Apr 21, 2016

Environmental Responsibility at Oracle

Last November, you may recall a blog interview with Oracle’s Chief Sustainability Officer and Group Vice President, Jon Chorley. As we shared previously, Oracle is committed to being a good corporate citizen which includes being a sustainable company. We are now proud to share that Oracle was recognized on CDP’s Climate Disclosure Leadership Index for 2015 – meaning we are in the top 10 percent of highest scoring companies for transparency. This accomplishment reflects Oracle’s commitment to reducing our carbon footprint globally, and marks an improvement for the fifth year in a row.

CDP, formerly known as the Carbon Disclosure Project, helps companies track and report information on energy use, greenhouse gas emissions, and environmental performance through the annual CDP Climate Change Questionnaire. More than 5,500 companies disclose to CDP annually, and their data are used by 822 institutional investors representing US$95 trillion in assets.

Oracle to Host Fourth Annual Energy and Sustainability Summit

Oracle will again host the annual Silicon Valley Leadership Group’s Energy and Sustainability Summit on Thursday, June 30, 2016. This fourth annual summit will include C-suite plenaries, policy round tables, and case studies, all focused on the business case for clean and efficient energy, environmental sustainability, water conservation, and climate action. It will take place at the Oracle Conference Center in Redwood Shores, California. This year’s summit is titled, “What’s Next after Paris and What’s in Store for California?” The summit will feature three concurrent tracks around energy efficiency, renewables deployment, and water conservation and efficiency. Learn More

Keep Current

The OPN Partner Community can stay current of all of the many great things going on at Oracle pertaining to sustainability by joining us on social media (see below). Also, if you are joining us at Oracle OpenWorld 2016 in San Francisco, you and your customers will experience firsthand things we do to make sure it is one of the most sustainable events of its size.  

Oracle Sustainability Channel

Oracle Sustainability Matters Blog



Oracle Citizenship

Oracle Academy

Oracle Sustainability Solutions

Oracle Education Foundation

At Oracle, Sustainability is Everyone’s Business,

The Oracle PartnerNetwork Team

Oracle Solutions for Powering the Green Enterprise

Friday Apr 15, 2016

Yep. It’s That Time of Year.

The industry's leading business and technology conference - Oracle OpenWorld 2016 - is set to take place in San Francisco, California September 18–22, 2016. Sessions will be focused on cloud strategies and implementations, marketing, sales, supply chain, ERP, finance, and much more. Oracle OpenWorld has something for everyone – so make plans now to join us!

Registration & Call for Proposals Are Now Open

Register now and take advantage of Super Saver rates. They will be available through May 1, 2016. The Call for Proposals submission process is also up and running with applications being accepted through May 9, 2016.

We look forward to having our Oracle PartnerNetwork community participate in this amazing annual event. This is your one stop shop to learn everything you ever wanted to know about Oracle and then some. You will:

  • Hear directly from Oracle’s executive leadership team
  • Discover new product and technology solutions
  • Improve technical proficiency and knowledge
  • Understand where the industry is headed
  • Network with peers from across the globe

Visit the Oracle OpenWorld website often to keep up to date on the latest and the greatest updates pertaining to the event. Yes, it's still a few months away - but it will be here before you know it. So start planning now.