Marketing

Campaign Analytics

Mitch Campbell
Director, Business Analytics
Cloud Business Group

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 “By 2017,
CMOs will
spend more
on IT than
CIOs do”
- Gartner

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 How can Oracle
Data
Visualization lead
to data-driven
Campaign
success?

Campaign Analytics Demonstration

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Data-Driven Marketing Organizations Outperform Peers

Marketers Have Never Faced Greater Pressure to be

Data-Driven in Their Strategy and Execution
75% of CEOs want their 92% of CMOs want to be
CMOs to become 100% data-driven in how they
ROI-focused quantify value

Sources: Fournaise Group and Columbia Business School’s Center for Global Brand Leadership.

[How do you compare?]

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What Data-Driven Enterprises Do Differently

Consider more Obsess about Have a people Treat data Recognize that
data than learning, not development like an asset analytics and
peers; technology plan for discovery are
run many applying two sides of
experiments analytics the same coin

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What Does Data-Driven Campaign Analytics Look Like?

Increase Conversion Rates Discover New Patterns Drive Multi-channel ROI

Understand trends and at- Enrich marketing Campaign Analytics allows you to
risk customers and market data and discover insights actually track and deliver
segments from multiple sources to Omni-Channel improvement
better target customers

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What is Success to a
Marketing Executive?

Top Concern is to measure and track Business

Contribution

Desire Excellent customer experience and loyalty: Buyer

Advocacy

Marketing must generate sales pipeline & increase its

influence as a percent of sales

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 What Our Customers Are
Telling Us….
Unable to measure Campaign ROI

Marketing data is siloed and exploding

Lack of customer insight into buying behavior

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Today’s Reality – Campaign Challenges

How well do you measure marketing’s true contribution to the

business: customer experience and loyalty?

How well do you understand your campaign ROI, and do you

use both digital and traditional marketing channels?

Have you considered how you could learn more from existing
campaign execution analytics?

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Many Valued Data Sources Outside Your Marketing System

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 START your
SEE new Campaign SCALE your
Campaign Analytics
Signals Campaign Insights
Journey
Expand beyond Visually blend To drive business
your marketing external data for innovation with
automation system greater insight big data

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Start Your Campaign Analytics Journey

Monitor Operational Understand Campaign

Performance
metrics that matter

Dashboards and Reporting and Analysis

Standard Reports should be shared

Consider making
Leverage Mobile information more
widely available

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See New Campaign Signals

Blend Additional Data Expand the value from

Sources greater insight by
adding new data sets
Uncover hidden Easy visualization can
patterns lead to new analysis
No waiting, no
Enable business users designing, just data
to do more discovery

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From Disparate Campaign Information
In Excel In OTBI

In Marketo In Adobe

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See New Campaign Signals
Market Readiness Segment ROI

Location Analysis Campaign Performance

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Scale Your Campaign Insights

Omni-Channel Beyond traditional

Performance reporting and analytics

Big Data capabilities

Sentiment Analytics may enhance market
understanding

Audience engagement Insight not possible

from relational sources

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 VALUE

Creating Value DATA

from Data DISCOVERY

VISUAL
ANALYTICS

TRANSACTIONAL
REPORTING
DATA

Journey to Becoming Data-Driven Enterprise

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 Process
PaaS SaaS Analyze Customer
File(s)

Build & Geo Fence

DXM Marketing Predictive Audience
Oracle Database
Cloud %
Campaigns – Port Audience to
Marketing Cloud and
Integration of Offline Responsys Platform

Marry Audience to
and Online Data In-Market Triggers

Post Campaign
Offline Data Online Data Analyses

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 %

How far do they travel for service?

Clicks had very little Conversions had 4x
lift over Control the lift over Control

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Oracle Powers Your Data-Driven
Marketing Organization
TRANSACTIONAL
REPORTING
Improve Processes
• Campaign ROI
• Campaign Response Rate,
• Pipeline created
• Quota attainment
• Quote to Order ratio
VISUAL DATA
ANALYTICS DISCOVERY
Detect Patterns Drive Innovation
• Campaign affect on other areas of the business • What is the true campaign ROI?
• Territory and Performance Analysis • Where are Market risks in the
future? What’s the root cause of
• Product performance Analysis
the risk?
• Market Segment Trending
• What is the market sentiment
• Market Basket Analysis about our brand? What about our
Customer experience?
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Safe Harbor Statement
The preceding is intended to outline our general product direction. It is intended for
information purposes only, and may not be incorporated into any contract. It is not a
commitment to deliver any material, code, or functionality, and should not be relied upon
in making purchasing decisions. The development, release, and timing of any features or
functionality described for Oracle’s products remains at the sole discretion of Oracle.

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