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Modern Marke?ng In Oil & Gas:

Managing Data to Tackle Brand, Community & Compliance Challenges

Jason Rushforth Vice President Industry Solu?ons & Emerging Channels Oracle Marke?ng Cloud Oracle Confiden?al

Internal/Restricted/Highly Restricted

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Marketers Challenges

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Responsibility and Pressure to Deliver Increases while Resources Hold Firm

76% Marketers that have

taken on new responsibili?es

Source: Forrester/Business Marketing Association May 2013 Global Marketing Online Survey

76% Leadership judges marke?ng faster

than ever

89% No change in budget or resources

Rapid Technology Growth = Marke?ng Complexity

100 Vendors Aug 2011 1000 Vendors Jan 2014 350 Vendors Sept 2012

Prolifera?on of Applica?ons in Marke?ng Ecosystem

The Marketer Experience Is Broken

82% Marketers Struggle to Bring Together Customer Data of enterprise marketers have no synchronized view of customer data.

Forrester

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MarkeAng Teams Pass Their DysfuncAon Onto the Customer

The Marketer Experience Is Broken

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78% of customers dont receive a consistent experience across channels. Accenture

Its Fragmented

The Customer Experience Is Broken

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94% Its TransacAonal of customers have discon?nued communica?on with a company because they receive irrelevant promo?ons and messages. Blue Research

The Customer Experience Is Broken

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Only 1 of 10 CMOs and CIOs feel that collaboraAon between the

two is at the right level.

The Marke?ng and IT Divide Prevents Progress

What CMOs Want What CIOs Want

#1 Deploy bePer

markeAng execuAon and plaRorms

( #6 for CIOs ) ( #8 for CMOs)

#1 BePer markeAng measurement and

campaign opAmizaAon

Accenture Survey

Marke?ng and IT Alignment?

Marke?ng challenges in U?li?es and Energy

Harnessing Big Data Challenge

MarkeAng and Sales

CoordinaAon

Ensuring Safety and Regulatory Compliance

MulA channel and Digital Engagement

Oracle Confiden?al Restricted

Recruitment Challenges

500,000 Jobs 5 years 1.1M Jobs 10 years

Theres an app for everything!

The Oracle Marke?ng Cloud

Data Management PlaRorm Cross-Channel MarkeAng Social MarkeAng Content MarkeAng Oracle MarkeAng App-Cloud and Data Partners

Oracle MarkeAng Cloud AnalyAcs

WEB MOBILE SOCIAL EMAIL COMMERCE SALES DISPLAY

Unify Data

Engage Audiences

Analyze Performance

MarkeAng Simplicity. Customer Centricity. Enterprise Ready.

Reduce Campaign Planning Time & Effort

Before Ajer

End-to-End Customer & Marketer Experience

U?li?es marketer creates audience

profile

Delivers targeted display adds using

DMP Partner

Gathers anonymous DBLTM about contacts interest in Green

Energy for Business

En?ces the contact to watch a video about

Green Energy

CC&B feeds customer list to OMC

Sales rep gets an alert and contacts

Mark Jones

Marks engagement is captured in OMC/

CRM

Sales concludes the up-sell and Mark

receives a personalized follow up

Mark Jones received a personalized follow

up message

Cross-Channel MarkeAng

Social MarkeAng

Content MarkeAng

PRODUCTS LEGEND:

BlueKai DMP

Oracle CC&B

Mark Jones is added to the Up-sell/Cross-sell nurture campaign

Mark shares his companys green energy ini?a?ve across

social media channels

RELATIONSHIPS OVER

TRANSACTIONS

TRANSACTIONS TO

CONVERSATIONS

CONTENT IN

CONTEXT

PERSONA TO

PERSONAL

LISTEN AND LEARN

QUANTIFY TO

JUSTIFY

CreaAng Ideal Customers

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Marke?ng Simplicity Customer Centricity Enterprise-Ready