Here, a customer might be visiting a website or going and purchasing something offline. We have a good sense of who they are, but might not know the name specifically. A 360-degree profile today needs to account for this full spectrum of behaviors and data. And that’s how we need to think about that connected customer profile.
Marketing must be adaptive to real-time changes in behavior. There’s so much talk today about the customer journey. But really, most of the time, customer journeys are just wishful thinking on the part of the brand.
In the coming years, it’s going to be presumptuous to think we can plot or even predict every step through data modeling. Instead, we need to think about how we build experiences that are malleable and adapt to each and every behavior, preference, interest or basic whim of the customer. [Marketing clouds must be] self-learning and grow more intelligent with time. Marketing must also learn from the experiences of past customers, and take that into account as they build these systems of adaptation. This will signal the convergence of marketing as an art and a science.
How do you counsel your customers in defining the parameters and setting up an attribution model?
[Special thanks to TM blogger Chuck McLeester for suggesting this question.]
Marketers today need to put an actionable audience profile at the center of their marketing. One that can scale across every step of the customer lifecycle. We ensure our customers ... think about solutions and plans for every step of this customer lifecycle:
- Prospect and acquire: Connect data between enterprise systems and the industry’s largest audience data marketplace. Transform that data into an actionable audience to target with paid media.
- Convert: Drive customers to mobile and Web channels, and optimize the content and offers to convert the right customer.
- Retain and grow: Orchestrate consistent cross-channel experiences rapidly, based on customer behavior, preferences and attributes.
What’s going to determine who wins “The Cloud Wars”?
There are five reasons why world-class brands will choose the Oracle Marketing Cloud to attract and retain their ideal customers:
It’s accurate: The Oracle ID Graph provides the most robust solution to link IDs across digital channels, devices and marketing systems, giving brands the highest level of confidence they are targeting the right individual customer while ensuring strong reach.
It’s data-driven: With the most comprehensive solution for audience data management, marketers get the largest marketplace for anonymous audience data right at their fingertips and can connect it with their proprietary data about known customers in one actionable view.
It’s adaptive: With the industry’s most proven tools for cross-channel orchestration and marketing automation, Oracle Marketing Cloud shapes customer experiences rapidly based on individual customer behavior, preferences and needs.
It’s intelligent: Brands using the Oracle Marketing Cloud don’t just guess; they test the customer experience more deeply than their peers with the industry’s most sophisticated solutions for optimization and personalization.
It’s open: The Oracle Marketing Cloud provides the most marketer-centric ecosystem, connecting marketers to 400-plus applications, media and data sources they rely on today. By reducing dependencies on IT, marketers can spend more time innovating and less time integrating.