Welcome marketing pro!
Here’s the scenario: You’re tasked to combine multiple data types and analyze whether campaigns will be on track this year—and to take appropriate action based on the results.
Using Oracle Autonomous Data Warehouse and Oracle Analytics you will complete 4 objectives:
- Load your Autonomous Database and prepare data for analysis
- Analyze overall campaign performance
- Identify and create a campaign on most likely wins
- Use Oracle Day by Day to check campaign results
You are now autonomous. Let’s go!
To gain all the insights we need, combining multiple data sources in one place for fast and easy analysis is key. Let’s start by loading all appropriate data spreadsheets that might help in our analysis.
Click Create button
Click Data Flow
First, let’s load customer experience data
Select CX Response spreadsheet
Click the + symbol to add customer and finance data to the mix.
Click Add Data
Select CX_Customer and CX_Finance spreadsheets
Click the + symbol to save this new combined data set.
Click Save Data
The new combined data set has now been saved
Objective 1 Complete
Nice work! You have successfully uploaded a new dataset to Autonomous Data Warehouse and joined it with two others to create a new multi-dimensional dataset for your analysis.
As a marketing manager, you need to keep a close eye on the performance for all running campaigns, and join campaign info with sales data to identify the contributions of your team to overall business success. Thanks to Oracle Cloud, you have everything you need!
Let’s review the numbers on your marketing manager cockpit.
“YTD Attainment” and “Predicted YTD” suggest we might not reach the expected attainment.
Since marketing costs look safe and there’s budget available, you consider running an extra campaign over Black Friday to give a push to the sales. However, this was not planned, so you’ll need to explain it to the board.
Objective 2 Complete
Nice work! Now that you have a lay of the land, tap into Oracle Cloud’s machine learning capabilities to find the best product, audience and channel to use and predict the Black Friday campaign results.
Using machine learning, models created in Autonomous Data Warehouse can find the best campaign to launch.
Scroll down to see machine learning in action
Scroll down to see machine learning in action
Testing different models and algorithms, results look good!
Next, let’s see how joining this model with marketing information can become a great base upon which we can perform in-depth analysis in Oracle Analytics Cloud.
Over in Oracle Analytics Cloud, a quick glance at the model facts that have been pulled over from the machine learning model summarizes the proposed Black Friday campaign’s potential success.
While this is really interesting information, it may be too detailed for the senior management. Let’s look at something more business-oriented.
Click Campaign Predictions tab
Here, predicted positive response blends with the different channels and costs, shedding light on which channel is aligned with our goals and budget.
In addition, we have predicted the outcome of the campaign in sales, with the predicted maximum, minimum and average results.
Finally, the average contribution is looking really good, sure to convince the board the Black Friday campaign should be approved and executed.
Objective 3 Complete
Nicely done! Your hard work and keen predictions have convinced the board to execute your Black Friday campaign. Let’s explore how Oracle Day by Day can quickly show campaign results after all is said and done.
A few days after the campaign was executed, you receive a notification on your phone while en route to a steering committee. Oracle Day by Day detected the appointment, and proactively retrieves relevant information. Let’s take a look.
Click notification
Great news! The predicted YTD attainment has raised significantly. Could it be your campaign is behind the success?
Click Search
You ask aloud in natural language for the attainment contribution of the Black Friday campaign.
With a 12% attainment contribution, no one can deny the campaign has been a success. Sounds like you’re ready for a standing ovation when you walk into your meeting!
Mission accomplished!
MarketingWell done! Oracle Analytics Cloud has combined multiple data sources to enable you to better understand your campaigns and how to create one that’s truly a home run. Bravo!
Next step:
This simulator is only the beginning. Uncover the full potential of Oracle Autonomous Data Warehouse by signing up for a free trial.
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