Денис Платонов (oracle) - Технологии мультиканального...
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Технологии мультиканального он-лайн маркетинга
Денис ПлатоновРук-ль отдела продаж бизнес-приложений, Travel&Transportation industry25 Мая 2016
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План презентации1. Эффективное использование данных о клиенте и их расширение
2. Как заставить коммуникации работать (value-added approach).
3. Трудности современного digital-маркетолога
4. Особенности маркетинга в индустрии туризма
4. Коммуникации с клиентом в новом формате, инструмент digital-маркетолога
5. Законодательные тонкости работы в облаках
6. Правильная аналитика (закономерности Cohort Analysis)
7. Примеры проектов в индустрии туризма и пассажирских перевозок
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Big Data – просто модный стрим
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Что мы знаем уже?
1. Демографические данные
2. Транзакционные данные
3. Частота покупок
4. Простейшие зависимости
5. Веб-атрибуты поведения клиента в Интернет
Мы используем эти данные эффективно?
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Путишествие нашего клиента
“Serve my needs”
“Be relevant”
“Engage me”
“Reward me”
“Earn my trust”
“Give me more value”
“Be transparent”
“Minimize my risk”
“Know my history”“Make it easy”
“Be consistent”
“Represent me”
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PERSONALISED COMMUNICATION
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Нет централизованного хаба для управления коммуникациями с клиентом
Увеличения точечных маркетинговых приложений создает клубок маркетинговых комманд, процессов и результатов
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Клиент чувствует это каждый день
Через 2 недели…
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Особенности продукта и индустрии транспорта и туризма
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0102030405060708090
100
Hours Since Browse Abandonment
Inde
x of
Pur
chas
e Pr
open
sity
Typical OvernightBatch System
Oracle Responsys Travel Retargeting Cloud Service (TRCS)
Гипер-скоростной маркетинг
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Чем должен обладать продвинутый инструмент digital маркетолога в современной индустрии туризма?
• 1. Тригерный маркетинг• 2. Digital маркетинг• 3. Гипер-персонализация• 4. User-friendly и простой в обращении• 5. Аналитика по зависимости продаж от проведенной компании• 6. Интегрируемым – с системами бронирования• 6. Быстро-разворачеваемым – 3 мес.
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The Oracle Marketing Cloud
Unify Data
WEB
Delivered Across All Channels
Aggregate your marketing data and target the right customers.
Engage Audience Orchestrate individualized, relevant customer experiences.
Analyze PerformanceAttribute revenue and gain better insight into customer experience.
• BlueKai Data Management Platform
• Cross-Channel Marketing
• Social Marketing
• Content Marketing
• App-Cloud and BlueKai Partners
• Oracle Marketing Cloud Analytics
MOBILE SOCIAL EMAIL COMMERCE SALES DISPLAY
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ТрансформацияEMERALD AIR
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What a customer has searched and abandoned for future travel
Travel Retargeting Cloud Service
Best customer-specific dateless offers
Dateless Offer Identifier
Current legally representative dateless prices
Dateless Price Cache
Current prices for dated itineraries
API Engine
Customer-friendly opt-down
Itinerary Unsubscribe
Best Home Airport Code for targeting dateless offers
GeoMapper
Status of current bookings and cross-sell opportunities
API Engine
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Да, the Oracle Marketing Cloud может это:Контролируемая гипер-персоналицаия прошла проверку с клиентами Orbitz
ТрансформацияORBITZ
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Hyper-personalization
led to a 69% increase in
airline transactions
Да, the Oracle Marketing Cloud может это:Контролируемая гипер-персоналицаия прошла проверку с клиентами Orbitz
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Mobile number and e-mail address are captured
Southwest
Клиент видет рекламу в аэропорту
: “Text your e-mail address to 83793”
Клиент пишет SMS, с email адресом , отправляет на
корроткий номер
User receives thank you / opt-in confirmation message via SMS
Mobile number and e-mail address are integrated into ESP
database
Welcome Message is triggered
Mobile number exists in database for future mobile marketing
1
2
3
Customer is now opted-into Click ‘n Save Program
Show Me the Money
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