Data-Driven Marketing Roadshow Oracle Marketing Cloud - March 25 2014

How Modern Marketing WorksIsabel ChettaOracle Eloqua Marketing Advisor

25 March 2014

Copyright © 2013, Oracle and/or its affiliates. All rights reserved.3

Why Does Modern Marketing Matter?


Why Does Modern Marketing Matter?

http://www.westchamber.org/wp-content/uploads/2013/08/BoD-Generic-Animated-ORANGE-Stick-People.jpg


Of digital information is generated by individuals (IDC)

Data volume will grow to 20X what it is today by 2020 (Gartner)

75%

20XThe Age of the Empowered ConsumerData-Driven & Customer-Centric


The Role of Today’s Marketer Is DifferentTechnology & Empowered Consumer Driving Change


MARKETING SALES

Education Active Buying Closing

Buying process increasingly marketing-driven


5 Tenets ofModern Marketing

Targeting Engagement Conversion Analysis Marketing Technology


TargetingTruly Know Your Customer


“The aim of marketing is to know and understand the customer so well that the product or service fits him or her and sells itself.”

Peter Drucker


MomAge: 25-44Household income £80k+HomeownerLondon, UK

Demographics

Stephanie’s demographics


#Tennis, SkiForecast.com, #ColoradoNationalParks, #WineFests, #Scrapbooking, #SchwinnBikes, #Alaska, #

Recreation

#KenFollet, #TravelSantorini, #NationalGeographicChannel, #TopChef, #U2, iPad, #iPadGames, #DenverBroncos, #HagenDaz, #CrimsonTide, #Law&Order #FiveGuysBurgers

Interests#OracleDevelopers, #SaSSoftware, #InternetSecurity, #ITAlerts, #ITProfessionals, #LinkedIn, #Twitter, #HBS, #Assetmanagement, #TravelPhotographers, #TravelProffessionals, 500px.com

Professional

#Labradoodles, #Target, Care.com, #HondaPilot, #CheerCoaches, #Yelp!Denver, DateNight.com, #NationalPTA, #DSWShoes, #BarrackObama, #Playgroups, #CartoonNetwork

Lifestyle

Stephanie’s Digital Body Language


Know Your Customer: Eloqua ProfilerTracks any activity: owned, earned, paid media


EngagementMultichannel Always-On Marketing


CMO

Extend Your Multichannel Campaigns

SOCIALMARKETER

PARTNERMARKETER

DEMAND MARKETER

SEARCH MARKETER

WEB MARKETER

CONTENT MARKETER

EVENTS MARKETER

FIELD MARKETER

PRODUCT MARKETER

PR/AR/IR MARKETER

CUSTOMER MARKETER

BRAND MARKETER

CMO


DIGITALSOCIALMOBILE


CONTENTMARKETING


ConversionTurning Prospects into Customers and Customers into Advocates


Deliver Better Leads: Eloqua Lead Scoring


Enable Sales to Profile and Engage with Their Best Opportunities


AnalysisData Driven Accountability


3 out of 4 CEOs want marketers to become 100% ROI-focused

* 2013, Fournaise Group study of CEOs


* 2013, eMarketer survey

But less than 1 in 3 companies properly calculate marketing ROI*


QUANTIFY JUSTIFYAN

D


Marketing and Sales Alignment - Result


INSIGHTS ACTIONIN

TO


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1001

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11100

1001 Universal Customer Profile

Marketing Technology


An Eye-Catching Study Emerges

By 2017 the CMO will spend more on IT than the CIO.

Gartner January 2012


TRULY KNOW THE CUSTOMER MULTICHANNEL ALWAYS-ON

MARKETING DATA DRIVEN

ACCOUNTABILITY


Leading Modern Marketers Rely On Eloqua


Thank You

Data-Driven Marketing Roadshow Oracle Marketing Cloud - March 25 2014

Marketing

Transcript of Data-Driven Marketing Roadshow Oracle Marketing Cloud - March 25 2014