Kiumarse Zamanian and Kaila Garrison of Oracle Responsys talked at Oracle OpenWorld about the integration of Responsys with Oracle Commerce. Kaila started by talking about the Rise of Digital Darwinism or what we like to call Digital Leaders vs Digital Prey. Since 1955 only 12% of the Fortune 500 are still in business.
#OOW15
Offline purchases still account for 95% of global retail sales and connecting offline activity with online activity is still hard. 98% of customers say they receive mis-targeted promotions and 77% of customers cite no relationship with a brand that extends beyond the transaction. Too often the commerce side completes the transaction, but no data is shared with marketing to keep the engagement and relationship going.
Oracle’s Marketing and Commerce Solution wants to connect the cross channel behaviors and transactions to deliver better customer experiences. Kiumarse highlighted how Oracle is bring these two solutions together in the consumer market through the following use cases:
- Increase conversion rates with profile synching between Commerce and Responsys – marketers can orchestrate a more personalized and relevant experience for the customer
- Build Brand Advocates with Sophisticated Life Cycle Marketing Campaigns to build stronger relationships with customers
- Engage with Customers in near real-time to drive more revenue – marketers are able to deliver the right message with the right offer, through the right channel in order to convert more shoppers into buyers.
Here is what Oracle has developed for both the on-premise ATG commerce system and the Commerce Cloud.
- Customer profile synchronization – bulk transfer between ATG fiels and Responsys
- Customer profile synchronization – dynamic transfer using web service APIs
- Order data synchronization – order summary data sent from ATG to Responsys
- Scheduled marketing program – new customer information sent to Responsys where a life cycle campaign can kick off
- Scheduled marketing program – win back – sends messages to customers based on past history
- Real time triggered marketing program – abandoned cart – real time message from Responsys based on shopping cart info
Customers don’t just interact with commerce, so Responsys can leverage customer data from multiple sources, like 3rd party data, loyalty programs, CRM, etc. This data can be used to create audiences in Responsys where they can be used in orchestrated multi-channel marketing campaigns.
