Change the Automation Game by Jon Stanesby

•

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Speaking at the Marketing Automation Unplugged-event organized by SBD on February 5th 2015, Jon Stanesby, through the medium of computer game analogy presented Oracle's solutions for data driven marketing.

Données & analyses Marketing Technologie

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Change the automation game!
Bringing customer data together when and where it matters
Jon Stanesby
Strategic Services Director
Oracle Marketing Cloud

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Jon Stanesby – Strategic Services Director, Oracle
• 14 years working in digital
marketing
• 6 years at Oracle Marketing
Cloud
• Consulted with 100’s of
brands across Europe
including: B&Q, GAME,
Lufthansa, New Look,
Tom Tom, John Lewis
• Specialist in Email, Mobile &
Display customer marketing
Oracle Confidential – Internal/Restricted/Highly Restricted 2
email: jon.stanesby@oracle.com
Linkedin: uk.linkedin.com/in/stanesby/
Twitter: @j2g

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
CONTROLS MENU
Player 1, READY?
Revenue
Data
Engagement
Permission
AUTOMATED
CUSTOMER
COMMUNICATIONS
Oracle Confidential – Internal/Restricted/Highly Restricted 3

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 2: Engage warp drive your customers
Top 5 or Top 10 List
3 / 5 / 10 Ways To….
Show and Tells
Videos
Polls
History Lessons
Greatest Hits (content)
Futurology
Guest Writers
Blog Content
How-to guides
Top tips
Case studies Testimonial stories
Seasonality
Educational
Statistics and lists
Infographics
Quiz / Contest

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Engagement: Ask, learn and tell!
Oracle Confidential – Internal/Restricted/Highly Restricted 9

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
B&Q Kinetic email
PowerPoint demo showing
a room set layout with the
ability to tap on hot spots
to view product
information.

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 3: Welcome to the dataverse!

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 4: Unlocking the value of data with automation
HAVE AN IDEA BUILD IT SET IT FORGET IT

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Level 4: Unlocking the value of data with automation
DATA FOR
TARGETING
DATA FOR
PERSONALISATION
CONTENT
ANALYSIS
MEASUREMENT
TEST
PLAN
OPTIMISATION
PLAN
HAVE AN IDEA BUILD IT SET IT
GOVERNANCE
IMPROVE IT
DYNAMIC
RULES
CONTROL
GROUPS
SYSTEMS
INTEGRATIONS
LOGIC
CUSTOMER
EXPERIENCEDEDICATE TIME! MONITORING
DEDICATE TIME!

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
NAME RANK SCORE
OPTIN_ 1ST 3333360
N-GAGE 2ND 3333360
_DATA_ 3RD 3333360
MON€Y! 4TH 3333360
TH
GAME OVER
HIGH SCORES

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Change the Automation Game by Jon Stanesby

1. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Change the automation game! Bringing customer data together when and where it matters Jon Stanesby Strategic Services Director Oracle Marketing Cloud

2. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Jon Stanesby – Strategic Services Director, Oracle • 14 years working in digital marketing • 6 years at Oracle Marketing Cloud • Consulted with 100’s of brands across Europe including: B&Q, GAME, Lufthansa, New Look, Tom Tom, John Lewis • Specialist in Email, Mobile & Display customer marketing Oracle Confidential – Internal/Restricted/Highly Restricted 2 email: jon.stanesby@oracle.com Linkedin: uk.linkedin.com/in/stanesby/ Twitter: @j2g

3. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | CONTROLS MENU Player 1, READY? Revenue Data Engagement Permission AUTOMATED CUSTOMER COMMUNICATIONS Oracle Confidential – Internal/Restricted/Highly Restricted 3

4. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Level 1: We don’t know you, but we want to! • Capture permission to market at all costs • Don’t compromise data capture to grab a quick conversion • You don’t need to know it all up front (profile customers progressively) • Use behavioural data when you can • Guest checkouts SHOULD be no different • Consider the pseudo-account • Don’t forget to sell your marketing program! • Have a marketing program designed to nurture new customers Oracle Confidential – Internal/Restricted/Highly Restricted 4

5. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Level 1: We don’t know you, but we want to! • Capture permission to market at all costs • Don’t compromise data capture to grab a quick conversion • You don’t need to know it all up front (profile customers progressively) • Use behavioural data when you can • Guest checkouts SHOULD be no different • Consider the pseudo-account • Don’t forget to sell your marketing program! • Have a marketing program designed to nurture new customers Oracle Confidential – Internal/Restricted/Highly Restricted 5

6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Level 1: We don’t know you, but we want to! • Capture permission to market at all costs • Don’t compromise data capture to grab a quick conversion • You don’t need to know it all up front (profile customers progressively) • Use behavioural data when you can • Guest checkouts SHOULD be no different • Consider the pseudo-account • Don’t forget to sell your marketing program! • Have a marketing program designed to nurture new customers Oracle Confidential – Internal/Restricted/Highly Restricted 6

7. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Nurturing Customers Oracle Confidential – Internal/Restricted/Highly Restricted 7 ENGAGE & INSPIRE EDUCATE & LEARN ACTIVATE & STIMULATE Open my emails Visit my website Be aware of all that we offer Engage in other channels A Tell us about you Tell us what you like Reinforce brand values & Service Proposition X + Y Here is something you will like Here are some other options Here are relevant offers Here is what's new BSPECIAL MOVES!

8. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Level 2: Engage warp drive your customers Top 5 or Top 10 List 3 / 5 / 10 Ways To…. Show and Tells Videos Polls History Lessons Greatest Hits (content) Futurology Guest Writers Blog Content How-to guides Top tips Case studies Testimonial stories Seasonality Educational Statistics and lists Infographics Quiz / Contest

12.

13. Copyright © 2014, Oracle and/or its affiliates. All rights reserved. #MME14 Right now | Today | Last week | Last month | Last year+ Significance Socio-demographic Profile Data Survey Data Orders Click Stream Location Age Fav. Locations Implicit Interests Aggregations Order History Statistics Analysis CONGRATULATIONS! CHEAT MODE UNLOCKED!!

15. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Level 4: Unlocking the value of data with automation DATA FOR TARGETING DATA FOR PERSONALISATION CONTENT ANALYSIS MEASUREMENT TEST PLAN OPTIMISATION PLAN HAVE AN IDEA BUILD IT SET IT GOVERNANCE IMPROVE IT DYNAMIC RULES CONTROL GROUPS SYSTEMS INTEGRATIONS LOGIC CUSTOMER EXPERIENCEDEDICATE TIME! MONITORING DEDICATE TIME!

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