ORACLE - Persona Discovery Brand Audit - V1 - 12.10.2019

University of Wollongong
Assessing brand maturity and segmentation

appropriateness with Oracle
Anand Subramanian
Cloud Applications Strategist
Kristoff Copmans
Senior Principal Transformation Architect
Oracle Customer Experience

Middle East & Africa
October 12, 2019
Copyright © 2019, Oracle and/or its affiliates. All rights reserved. | Confidential – Oracle Internal/Restricted/Highly Restricted
The Rise of the Digital Consumer
Today’s retail customers evolve faster than marketing
THE CUSTOMER
MARKETING
Source: McKinsey & Company
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Pre-Determined “Journeys” Fail to Adapt Fast Enough
Only
12%
of marketers believe their
marketing is real-time
enough to drive adequate
business results.
-EConsultancy

Marketers Must Connect Data Across a Complicated Spectrum
ANONYMOUS KNOWN
(3rd Party) (1st Party)
85%
Of CMOs say fragmented
Greg Jones:
30, Dubai
Past Purchase:
Jeans
data prevents cross-
channel consistency.
- CMO Club
Interests Geography Web Loyalty

Lifestyle Buyer CRM Commerce
Demographic Email
Intent

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“We firmly believe that we have fully optimised our marketing campaigns already…”
We should extend our existing

email programs with
retargeting and
personalisation.
?
Retarget Email Non
Converters Via DMP &
Provide Reminders On-Site
+5.57% increase in purchases made
online
Increase in customer LTV +12.32%
+2.28% increase on-site conversion
Integrated team = integrated campaign = integrated results
THE RIGHT
STRATEGY
THE RIGHT
TECHNOLOGY
Identifying a solid personalization strategy and applying it consistently
• Understanding the
effectiveness of the campaign
and the results
• Estimate of unused potential
• What are our assumptions
/ concepts / perspectives? Attribution &
• What can we learn / use? Opportunity
• Any tests we can run?
Persona-based
Campaigns
Develop
Personas
• Persona alignment with
execution campaign
• Align predictive content

DATA-DRIVEN PERSONAS
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The story of the recently-divorced woman getting back out there…
Always test your assumptions about personas and leverage data whilst it’s fresh
Habits
7 day trip to Spain Magazines Workout
(Canary Islands) & Yoga
Looking for Social media Home

travel insurance & online dating Entertaining
Travel Listens to advice from Looking to change dietary habits Gardening
co-workers and friends and adopt healthy lifestyle Hobbies
Profile In-market Adidas

Fiat
Female, children in household,
divorced/separated Life Insurance Victoria Beckham
£20-45k per annum Furniture
Aspirational Fashionista
Rents primary Sports
equipment and Topshop Brands
residence
outdoor gear
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UK Fashion Retailer
Strong overlap
between data-
driven & survey-
based insights
Great experience comes from content alignment & the ability to action persona-based insights
Insights & DMP

Interests A B A/B Test
1 Content Optimization
MAX
2 Aligned Email
Content & Audience ELQ
Social Campaign
DSP / DCO DSP

PERSONA-BASED CAMPAIGNS
Framework for incremental use case identification in line with maturity
Business Change Wave 1 Business Change Wave 2
Crawl Walk Run
Acquisition
Fundamentals Unleashing Reach For
& Quick Wins Innovation The Stars
Conversion
Retention & Up/X Sell

Persona A Persona B Persona C
MARKETERS GET STUCK
IN A CAMPAIGN CRISIS
STOP THINKING CALENDAR, START THINKING JOURNEYS
Need/Research Select Purchase Receive/Use Maintain/Recommend All/Other
Birthday or Abandon First Purchase Attrition Prevention Attrition Prevention Opt-down

Anniversary Browse Opt-in Browse Birthday or Anniversary Opt-in
Browse Education Welcome Education Browse Preferences
Education Special Offers Newsletter Lapsed Shopper Profiling
Engagement Stock Added Polls and Surveys New Arrivals Re-engage
New Arrivals Up-sell or Cross-sell Replenish Newsletter Re-permission
Newsletter Polls and Surveys
Opt-in Preorder
Polls and Surveys Replenish
Preferences Reviews
Preorder Search
Search Special Offers
Special Offers Stock Added
Welcome Up-sell or Cross-Sell
Wish List VIP and Loyalty
Win Back
Wish List
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Defining Use Cases
6 key components in building a successful use case
What is the marketing engagement type? Which business KPIs does this satisfy?
Loyalty Promotion Retention Why? Success? Click-through Rate Purchase Rate Revenue
Awareness Acquisition Suppression Cost per Acquisition Customer Service
Call to Action Relationship Web Traffic Cancellation Rate
What is the timeframe of this campaign? When? Who? What does my audience’s persona look like?
Always-on Seasonal Baby Boomers Millenials

Temporary Promotion One Off Conservative Shopper On Trend
What data do we need? Which channels & touchpoints will we use?

Customer ID Email Address What? How? Display Social SSO DCO
Purchase History Transaction Data Search Mobile Video Email
Behavioral Data Product Category Push Email Offline Advertising

WHO NEEDS A
BIRTHDAY CAMPAIGN
ANYWAY?
ATTRIBUTION & KPIS
Developing A Roadmap: Setting KPIs, Objectives & Strategy / Tactical Components
NOW VISION
Understanding the There should be
current situation,
strengths,
Macro KPI 1 Macro KPI 2 a clearly defined
vision of where
weaknesses and the you want to
obstacles. be
Strategies Objective A / KPI Objective B / KPI Objective C / KPI Objectives Phases

These align with Clear & Phases should be
the objectives and measurable achievable and
explain exactly objectives should logical steps from
how the Strategy / KPI Strategy / KPI be established for the current
objectives will be each phase situation to the
achieved vision
Tactics PHASED ROADMAP

Tactic / KPI Tactic / KPI Tactic / KPI
• Tactics
Distinct projects
that will be • Dependencies
delivered under • Enablers / Systems
each strategy
• Resources / Roles
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Driving Digital Leads/Sales & Offline Impact
Persona Segmentation Existing Sign-up (%)

Campaign ROI
OMC
Car Interest Correct Positioning
NPS ( + )
Paid Media + Email / Push
Conversion Rate (%)
OMC OMC
Net New
Sign Up Rate (%)
#Visits Conversion 2 (%) Completion Rate (%)
Conversion 1 (%)
Media Delivered
Efficiency
Confirmation Page
Organic Landing Page Product Details Checkout Page $ per visitor (R)
Desktop / Mobile / App x
Traffic Desktop / Mobile / App Desktop / Mobile / App Desktop / Mobile / App
(Thank You)
OMC OMC OMC OMC

Incident
Buzz Impact - Social Customer Base

Growth (%) Complaint Rate
(RR%)
Δ$(visit)= (1-
New RR%)Δ£
Offline Sales Impact x Base Expansion Rate (%) NPS ( - )
Existing
Unique Code
Footfall Repeat Purchase Ratio
Penetration Rate
T=0m T=12m
Churn Rate (%)
Journey Completion Pricing & Financials Offline Sales
Customer Volume Drivers Copyright

Customer © 2019, OracleOMC
Advocacy and/or itsTest
affiliates.
with OMCAll rights reserved.
& Setting |
Campaign KPIs
Methodology for
building data-driven
personas

Definition
A Marketing Persona is a composite sketch of a key

segment of your audience. For content marketing
purposes, you need personas to help you deliver
content that will be most relevant and useful to your
audience.
- Ardath Albee
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Key Questions to Answer
• Where do they travel to? ? ?

• What are they interested in (reading / events)?
• What are they in the market for?
?
?
• What are they watching & listening to?
• What are they eating/drinking? (CPG)
• What are they spending time on (hobbies)?
• What are they using?
• What are they like?
• What are their shopping patterns?
Reading the Report
Audience Composition = Audience Reach/Visitors

• Total percentage of seed audience that is correlated
with each category
Market Potential = 1 - Audience Reach/Volume

• Total percentage of overall BlueKai marketplace for
each category that has not been reached by the client
Reading the Report continued…
• Compile a list of questions with keywords
– i.e. for travel: destination, budget, airline, hotel, rewards program
– Filter report result by entering keywords in the Category Path
– Identify categories with similar definition
• Insert Audience Composition and Market Potential columns in the report to give additional color on how
the seed audience stands in the universe, and identify potential categories for targeting
• Locate key characteristic trends in the report
• Don’t miss out on the categories that have low index rate – these are opportunities for audience
suppression
Sample Persona Analysis Female, age 30-39, in-market for clothing in the UK
INSIGHT
*tend to spend $250-500 for on holiday spend, and rarely spend over 1000+
*there's a similar number of luxury travelers compared to those prefer mid-range/budget vacation
Where do they travel
*frequent travelers in domestic UK destinations as well as European countries (especially Ireland and Spain)
to? *budget airlines such as Emirates, EasyJet, Flybe are popular go-to airlines; no significant sign of frequent flyer award program
*a small percentage of them fancy Asia and USA as their next destinations
What are they *prefer celebrity or food & cooking as reading materials
*occasional magazine readers, not much of a book-fan
interested in (reading / *receive their updates on news mostly online, especially those about celebrity gossip, film & theaters, and sports events
events)? *read a lot about personal care and lifestyle
*are considering buying new televisions and computers
What are they in the *The United States could be the next travel destination
market for? *are also shopping for improvements and furniture for their home and garden
*in-market for children products
*regularly attend music festivals
*don't spend too much time on watching news TV
What are they watching
*are huge fans of comedy tv series, and do watch awards shows occasionally
& listening to? *while choosing movies, prefer action and science-fiction. Marvels movies are hugely popular here
*HBO and BBC are their go-to TV networks, whereas some have subscribed to Netflix and Showtime
*love sweets and snacks

What are they *buy a significant amount of frozen foods
eating/drinking? (CPG) *consume a lot of caffeine, tea, carbonated drinks and juices
*enjoy ethnic foods such as Indian, Chinese, whilst eat burgers and pizzas regularly
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Sample Persona Analysis Female, age 30-39, in-market for clothing in the UK
*Spend quite some time on social media and watching tv

What are they spending *Regularly participate in charities
time on (hobbies)? *Many enjoy baking and cooking, as well as home and gardening
*They are into exercise and fitness
* There's a slightly higher number of Android Samsung users than Apple cell phones
What are they using? *Most aren't in-market for a new cell phone plan
*PC users rather than iOS. Chrome browsers rather than Internet Explorer/Firefox
*Estimated Household Income: GDP 20,000-50,000
*Most of them have at least 1 child in their family
*Many are first time homeowners with a mortgage
What are they like? *Most don't have a car
*Some owns 2+ credit cards
*Prefer healthy eating and organic foods
*Bargain shoppers
*Seasonal shoppers that enjoy shopping for special occassions and holidays
What are their shopping
*Lifestyle enthusiasts and fashionistas
patterns? *Fancy luxury products
*Frequent online shoppers
What other clothing brands
do they shop at? T.K. Maxx, H&M, Topshop
Persona
Female, age 30-39, in-market for clothing in the UK
Shopping Behavior Family Composition

Shop at TK Maxx (720k), H&M (672k) Most of them have at least 1 child (3.2M)
Hobby Device Data

HBO & BBC, Netflix & Showtime Watchers Android Samsung > Apple iPhone
Travel Behavior Financial Background

Budget airlines: EasyJet, Flybe Estimated Household income: £20-£50k
Other In-Market Data Housing Attributes

In-market for children products First time homeowners with a mortgage

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University of Wollongong

Assessing brand maturity and segmentation

Oracle Customer Experience

Source: McKinsey & Company

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. | 2

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. | 3

Interests Geography Web Loyalty

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. | 4

We should extend our existing

Increase in customer LTV +12.32%

+2.28% increase on-site conversion

Integrated team = integrated campaign = integrated results

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. | 9

Looking for Social media Home

Profile In-market Adidas

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. |

Insights & DMP

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. | 14

Business Change Wave 1 Business Change Wave 2

Crawl Walk Run

Retention & Up/X Sell

Persona A Persona B Persona C

Birthday or Abandon First Purchase Attrition Prevention Attrition Prevention Opt-down

Always-on Seasonal Baby Boomers Millenials

What data do we need? Which channels & touchpoints will we use?

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. | 19

Strategies Objective A / KPI Objective B / KPI Objective C / KPI Objectives Phases

Tactics PHASED ROADMAP

Persona Segmentation Existing Sign-up (%)

Car Interest Correct Positioning

OMC OMC OMC OMC

Buzz Impact - Social Customer Base

Journey Completion Pricing & Financials Offline Sales

Customer Volume Drivers Copyright

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. | 24

A Marketing Persona is a composite sketch of a key

• Where do they travel to? ? ?

Audience Composition = Audience Reach/Visitors

Market Potential = 1 - Audience Reach/Volume

*love sweets and snacks

Copyright © 2019, Oracle and/or its affiliates. All rights reserved. |

*Spend quite some time on social media and watching tv

Shopping Behavior Family Composition

Hobby Device Data

Travel Behavior Financial Background

Other In-Market Data Housing Attributes

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