Cross-Channel Orchestration: Customer Journeys Done the Right Way

Cross-Channel Orchestration: Customer Journeys Done the Right Way

Cross-Channel Orchestration: Customer Journeys Done the Right Way

Posted: 29 Sep 2016 07:26 AM PDT

The digital marketing world is enamored idea of customer journeys -- and why not? The idea behind them is great. They help us plot out a personalized path for customers based on their interests and behaviors to deliver more relevant experiences. The problem is, most customer journeys don’t actually work. In fact, we asked CMOs to assess their traditional customer journey efforts, and 96% of them expressed dissatisfaction with how they work today.

That’s why the Oracle Marketing Cloud team was proud to announce this week the newest iteration of our Orchestration Canvas. Found inside Oracle Responsys, the Orchestration Canvas provides a centralized place for marketers to build cross-channel experiences for their customers, spanning key marketing channels such mobile, email, web and display advertising.

In this post, I’ll recap key elements of the Orchestration Canvas and the key market problem it helps consumer marketers address.

Remove Marketing Silos with Elegant Canvas to Build Cross-Channel Experiences

According to IDC, consumers that engage across channels hold a 30% customer lifetime value (CLV) than a customer that engages on one channel. But as marketers try to coordinate a more cross-channel experience, silos for people -- and the technology they work from -- can get in the way. The email team might send email from one platform, while the mobile team enables messaging from a different platform. More than 90% of marketing teams have this problem, according to eConsultancy.

Our Orchestration Canvas provides a centralized place for marketers to come together and orchestrate interactions across numerous channels. The exhaustive list includes email, mobile SMS, MMS, push notifications, in-app messages, display advertising, web campaigns, and mobile web campaigns.

With this announcement, we noted that the Orchestration Canvas was recently restyled in Alta, an initiative our product team has been using to make even the most sophisticated user actions simple and elegant to perform.

Build Personalized Experiences Based on User Behavior

Within the Orchestration Canvas, marketers can pivot customer experiences based on a variety of user behaviors. These behavior triggered event such as browse abandonment, site search, and many others allow marketers to keep pace with the rapidly shifting preferences of the modern consumer. Traditionally these complex behavior driven marketing messages were only possible for companies with large IT teams and the patience for custom solution development, however all of these functions can be performed through an easy drag and drop interface with Oracle Responsys.

There are a number of tools in the Orchestration Canvas that help marketers adaptive to customer behaviors including: Event Switches that moves a customer through a different path based on an action or Stage Gates that wait and listen for an action to occur before moving a customer forward.

Build Adaptive Experiences Based on Data

While those tools allow marketers to build adaptive experiences based on rules they define, we’re also starting to incorporate machine-learning and predictive techniques to orchestrate experiences. As Oracle announced last week, Oracle Adaptive Intelligence will allow marketers to deliver recommendations and offers based on a variety of 1st party data that sits in the Oracle Marketing Cloud and third-party audience data from the Oracle Data Cloud to model ideal customer experiences.

Test Your Mobile Experiences; Don’t Guess

Just because marketers can automate a customer journey doesn't always mean they do a good job. That’s why the Oracle Marketing Cloud announced a new editor that helps marketers test the experiences customers have in their mobile applications. While this capability always existed within Oracle Marketing Cloud, this update makes it more accessible to non-technical users.

It also follows a long heritage of making testing a vital part of the customer experience. Marketers who use the Orchestration Canvas can do everything from a simple A/B test right up to more complex multivariate tests that help a marketer make informed decisions about what customer experience makes the most sense.

We hope consumer marketers will continue to redefine how they build customer journeys and stay tuned for more modern marketing innovation from the Oracle Marketing Cloud product team!

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