by Alison Weiss
Today, more consumers than ever are shopping online—and are literally one click away from multiple businesses competing for their money. As a result, customer experience (CX) is one of the only ways businesses can distinguish themselves online. Indeed, a report by the CMO Club (CMO Leadership, Accountability and Credibility within the C-Suite) reveals that among US chief marketing officers, 40 percent cite CX as one of the top areas for marketing investment between 2014 and 2016.
Until recently, marketing professionals have had to base strategic CX design decisions largely on subjective opinion. Oracle Maxymiser, a new addition to Oracle Marketing Cloud, helps marketers objectively test, target, and personalize every aspect of the experience across the web and mobile apps to improve customer engagement, build customer loyalty, and increase revenue.
“Before, the only option marketers had was to literally make an informed guess at the right branding, journeys, or personalized offers for their websites,” says Tim Brown, group vice president of product development at Oracle. “Our platform allows our clients to take data-driven decisions on in all these areas by listening to their customers and letting customers tell them what does and doesn’t work best.”
Our platform allows our clients to take data-driven decisions on in all these areas by listening to their customers and letting customers tell them what does and doesn’t work best.”
Oracle Maxymiser builds a comprehensive customer profile that can help predict action across digital channels. This profile contains 50 online and behavioral attributes collected by Oracle Maxymiser, plus additional data from other data management, social, and customer relationship management systems. Then, marketers can target and optimize experiences based on a single, predictive customer view. Machine learning automatically unearths granular segments of customers with different CX needs, so marketers can create targeted, personalized campaigns without having any knowledge of statistics—or requiring assistance from IT.
Percentage of chief marketing officers who cite customer experience as one of the top marketing areas for investment between 2014 and 2016 (Source: The CMO Club)
Oracle Maxymiser adds the ability to tap into a vast amount of customer data contained in Oracle’s marketing and data clouds. For example, if an Oracle Marketing Cloud client has a customer who visits the client’s retail site and researches a category but doesn’t purchase, the client can use Oracle Responsys to send a personalized email or SMS with a relevant product offer. Now, if they also decide to use Oracle Maxymiser, they can seamlessly ensure that the customer will see a consistent, optimized version of the same offer embedded within their website when the customer next visits.
“The ultimate goal is to build orchestrated, personalized marketing campaigns that are consistent and optimized across all digital channels to deliver fantastic omnichannel customer experiences,” says Brown.
Photography by Shutterstock