TL; DR: Oracle Marketing Cloud, a comprehensive suite of data-driven programs, creates customer engagement, orchestrates experiences, and measures data and analytics to optimize customers’ brand experiences. Aiming to help businesses attract and retain ideal customers, each product contributes complementary insights into how businesses can improve their campaigns. Oracle Marketing Cloud reinforces best practices with dozens of online training courses and even gives awards to their most successful and innovative customers.
By launching mass marketing campaigns to their entire audience, top PC manufacturer Lenovo was falling into the same marketing trap as had so many other companies in the past.
The generic approach wasn’t gaining traction among consumers, and Lenovo enlisted the services of Oracle Marketing Cloud to gather data on how to better build one-on-one relationships with their customers.
Oracle’s suite of cloud-powered products provides marketers with comprehensive data and cross-channel campaign automation tools to guide marketing that will attract, engage, and retain loyal customers who often turn into brand advocates.
Now, Lenovo sees an unheard-of 65% open rate in email campaigns, new revenue, and a growing base of satisfied customers.
“Oracle has given us a platform that lets us take data from many different sources, aggregate it, and orchestrate messages based on the customer’s behavior and preferences,” Director of Response Marketing Jennifer Downes said in a testimonial.
Oracle Products Simplify Marketing by Connecting Data and Customers
Toward the end of 2016, Oracle updated their Marketing Cloud services to include a new user interface for coordinating campaigns and a new testing and optimization tool for mobile apps.
Together, the enhancements help companies align and manage marketing activities across web, mobile, and email channels. Marketing Cloud helps companies deliver those increasingly personalized customer experiences while collecting analytics and insights to further refine campaign strategies.
Eloqua: Marketing Automation and Personalized Campaigns
With the refreshed interface, Eloqua users can use a drag-and-drop canvas to map out each step of a campaign. Marketers use data-driven analytics to automate workflows and create adaptive customer journeys. The major functionalities of Eloqua include:
- Targeting and segmentation
- Lead management
- Marketing measurement
- Sales and marketing alignment
- Web marketing
Lead management tools help Eloqua users engage the right audience at the right time. By segmenting your wide base of customers and targeting specific consumer profiles, you can identify the most profitable combinations of customer profiles and campaign strategies.
Responsys: Cross-Channel Customer Experiences
With Responsys, marketers can manage campaigns across devices and channels. Responsys helps you identify and manage precisely targeted audience segments and orchestrate their path through your marketing program. Here are some of the main components of Responsys:
- Email marketing
- Program orchestration
- Email campaign testing
- Mobile marketing
- Analytics and insights
- Commerce marketing
Managing email, mobile, social, web, and display ad campaigns across the Internet, Responsys lets companies design and deploy customized messages for potential customers based on available metrics.
BlueKai: Data Management and Actionable Insights
A hub for all things data and analytics, BlueKai consolidates audience insights from a variety of sources into a much simpler format for marketers. The product capabilities of BlueKai include:
- Data audience analytics
- Track customers across devices
- Media and data ecosystem
Supplement your data with more than 30 branded data providers in Oracle’s Data Marketplace — you can access nearly 700 million anonymous customer profiles and 40,000 data attributes. You can then distill the data into targeted prospects and behavioral insights.
Maxymiser: Website Testing and Optimization
With a single line of code, Maxymiser enables marketers to run A/B or multivariate testing to sharpen their campaign messages. Track and analyze customers’ behaviors across all channels to further personalize their experience. Maxymiser is best for:
- Testing and targeting
- Predictive insights
- Mobile apps
Maxymiser’s predictive insights tool shows you which part of the customer experience can be improved, as well as who you should be targeting. Automated analysis of your data will expose weak points in the campaign and suggest tactics for improving conversions.
Courses in Marketing Cloud Academy Set Up Customers for Success
To further ensure your team’s success with the cloud-powered suite of programs, educators with the Oracle Marketing Cloud Academy provide dozens of classes that share marketing best practices and real-world applications.
The online courses cover topics from cross-channel marketing and data management to content marketing, testing, and optimization — and how the Marketing Cloud programs cover those needs.
Marketing Cloud customers or partners can request education passes for an entire team or for private training and choose between instructor-led or self-paced classes in addition to a web-based training subscription.
After passing the relevant series of courses covering cross-channel marketing, learners can be certified as masters. From there, masters can earn specialties in analysis, conversion, engagement, targeting, or technology. Those who complete all five specialties earn the prestigious Modern Marketing Luminary title.
Masters and Luminaries get special recognition in Topliners, an online community where Oracle Marketing Cloud users share experiences, challenges, and ideas.
Oracle Recognizes Customer Accomplishments With Markie Awards
Each year for the past decade, Oracle has recognized creative, innovative, and effective marketing campaigns by handing out Markie Awards at their annual Modern Marketing Experience conference. In 2016, the tenth anniversary of the Markies, Lenovo took home one of the top prizes for the Best Digital Marketing Ecosystem. More than 350 teams entered categories such as Best Use of Audience Data, Best Mobile Experience, and Best Sales and Marketing Alignment.
Lenovo now uses Oracle Marketing Cloud for cross-channel marketing campaigns to maintain customer interest between new product announcements and releases.
“There are a lot of platforms that can do email, and there are platforms that can do display, but having separate platforms really makes it difficult to bring a consistency in the message and who you are delivering it to,” Jennifer said. “With Oracle, we have that single view of our customers.”