Oracle Unity Customer Data Platform for marketing
As a marketing campaign manager, understanding your ideal customer and how to target them appropriately is of the highest importance.
With Oracle Unity Customer Data Platform, you can move beyond creating campaign-centric segments and relying on analytics and BI teams to discover valuable insights.
How would you like to continue this tour?
It all starts with a unified profile.
The Oracle Unity analytics dashboard shows campaign and non-campaign customer engagement data in one place. The last 30 days of activity reveals average order values increasing (great!), but total orders numbers decreasing. Let’s find out why?
First, let’s determine which channels are working.
Across all live and past campaigns, and non-campaign interactions, email is the best performing channel. Online and in-store revenues and number of orders appear to be evenly split.
In looking at the details for all campaigns running for the last 30 days, let’s investigate this campaign which has a high click rate but lowest conversion rate.
With Oracle Unity, you can compare underperforming campaigns (highlighted in yellow here) with better performing campaigns from the same time period.
Click campaign to analyze
Click “Conversion rate”
Compare metrics for multiple campaigns in one place.
Here, it looks like our campaign isn’t resonating with female customers that have a high lifetime value and live in California.
You can take action from within the analytics tool itself. For example, you can create a segment from here.
Click “Create segment”
Let’s call this new segment “Analytics Segment”
You have created the segment.
To add more precision to the segment, we can use the “smart data” tab where we have more than 50 ready-to-use intelligent attributes.
Intelligent attributes transform customer data into actionable nuggets for marketers to use. 50+ ready-to-use intelligent attributes help you understand each customer’s:
Average order value
Top Product Category
With Oracle Unity’s drag-and-drop interface, you don’t need IT assistance to build complex queries and leverage intelligent attributes for audience segments.
For this segment, we can pick female customers with an average order value over $50 and high interest in the product “blouse.”
In the era of GDPR and privacy laws, you want to ensure that you exclude customers who have opted out of your marketing communications. Simply drag and drop to add an exclusion.
Drag to highlighted area below
To expand the audience you are targeting, you can bring in third-party audiences relevant to your segment. From the data enrichment area, select to include the “corporate moms” category in your segment.
Drag to highlighted area below
Next, let’s explore personalization attributes.
While building a segment, Oracle Unity actively recommends personalization attributes based on the segment you just created.
Finally, export your segment to your destination of choice.
Oracle Unity easily integrates with marketing tools such as Oracle Eloqua Marketing Automation and Oracle Responsys Campaign Management as well as other applications, such as service, commerce, sales, and back-office applications.
Schedule segment exports on a recurring basis or create them manually—depending on what works best for you.
Once you’ve customized your export schedule, click “Export.”