Recapping Oracle’s Modern Marketing Experience

By Peggy Reinders  Principal Analyst – The Relevancy Group

For years I’ve been listening to my husband talk about Oracle Open World. Ever since he joined the Business Intelligence Consulting industry 20 years ago, he’s been religiously attending the event and bragging about the concerts at Treasure Island.

Oracle MMEI, on the other hand, have been part of the Digital Marketing industry for 18 years. This includes working for the famed DoubleClick in New York City back in the early days of Internet advertising.

Our industries have been siloed for years. Digital marketing people don’t generally work with data warehousing people. But in 2014 Oracle acquired BlueKai. And that’s when I turned to my husband and said, “Our worlds are colliding!”

So last week it was my turn. For the first time I attended Oracle’s Modern Marketing Experience in Las Vegas. And quite the experience it was! We heard a fantastic keynote from CEO Mark Hurd who talked about corporate revenue growth coming from “share shift” as opposed to market growth. And the 3 keys to share shift? Lower prices, better products, or better service.

We also heard from Troy Carter, a talent manager in the music industry as well as tech entrepreneur. Troy helped catapult Lady Gaga’s career to legendary success. He credits “artistic democracy” to the rise of social platforms like YouTube, Facebook, and Twitter which allowed Lady Gaga to reach audiences outside of radio. He ended by saying that “People remember how you made them feel. You need to nurture that relationship.”

Oracle Social LoungeIn addition to hundreds of sessions from well-known brands such as Lexus and Intuit, we also had a social lounge with nitro coffee on tap! And musical performances from Bastille and the GooGoo Dolls.

But the biggest takeaway from Oracle’s Modern Marketing Experience was recognizing the position they’re in to potentially lead the Marketing Cloud providers with their breadth of integrated products. Over the last several years, Oracle has been acquiring industry-leading best of breed technology and data providers. And the depth and strength of their product offerings really came through at the event.

Last week Oracle announced their integration between Maxymiser and Responsys. They also announced the ability for Responsys customers to leverage their Business Intelligence product to allow for easier performance reporting (hello BI husband!). If “share shift” will drive growth, Oracle’s product suite can help organizations nurture their customer relationships through better products and service. If they continue to integrate their acquisitions, Oracle’s full tech and data stack could be poised to lead the marriage of AdTech and MarTech. Better yet, that union will ultimately drive marketers to fulfill the holy grail of one to one marketing. Exciting stuff for marketers like me that have been waiting for this moment for almost 20 years!

Great job with the Modern Marketing Experience event Oracle! My first experience was a memorable one.

Adobe Summit 2016: A Fantastic Experience

Adobe SummitAs an industry analyst I have been going to large vendor events for decades.  I am happy to report that the Adobe Summit last week in Las Vegas was one of the best, if not the best events of this type that I have ever attended.

The summit came just after Adobe’s impressive financial results, which certainly added to the positive buzz at the event.  They did a handful of things very well.

  1. They introduced a slew of new products, but the demos and product intros did not come across as a Sales pitch, but instead as mechanisms to enrich the experience and assist marketers.  This was in part to do with the presenters themselves as well as their ability to demo live software when it was needed.
  2. It is hard to get clients to come forward and speak about their challenges and wins, but even harder to find a clients that are also great speakers. Here they did a fantastic job of recruiting client speakers that had great stories but were also expert story tellers. Some notable examples are Richard Dickson of Mattel, Giles Richardson of RBS and Deborah Wahl of McDonalds to name a few. Watch their sessions to see if you agree.
  3. Often these Marketing Cloud providers focus too far into the future.  While Adobe did have the obligatory Tesla drive on stage to show digital app integration to improve drive through ordering, much of the focus was on practical examples for the here and now. Instead of boring interviews with services partners on how these innovations manifested, they demo’d them in mock store fronts and simply gave a tip of the hat to the partners. As they continued to push the importance of the client experience, they actually delivered a very fine experience.
  4. Just enough celebrity to inspire and provide laughs.  Soccer star Abby Wambach, spoke of the need for equality in all things; George Clooney brilliantly and hilariously discussed the pros and cons of Social Media and his passion projects; Donny Osmond didn’t seem to age but was on hand to inspire through singing his song and lastly Thomas Middleditch provided his edgy comedy flare to Adobe’s Sneaks session where they demo future products. Sneaks was certainly _the_ crowd favorite.
  5. Content pacing and the venue.  I have been in the same venue for other vendors (a similar vendor just a year ago); but Adobe seemed to use the space better than others. They leveraged the vendor expo space well to drive traffic to the all important sponsors. Adobe utilized clever attractions such as an oxygen bar, a soccer field, chess board, professional social media head-shots and several other ideas to keep the crowd pacing through the vendor expo.  And there was plenty of comfortable seating for the foot worn pacing that happens at these casino venues (wear comfortable shoes).  Lastly, the content – the vast number of breakouts offered something for everyone.  My session on the email marketing maturity model was well attended with just over 200 participants, which was great showing for the last session of day 1 just before the cocktail party.

Some Facts And Takeaways

  • There were 10,000 people at the event, more streamed the event online.
  • 83% of their Marketing Cloud clients utilize 3 or more solutions in their cloud.
  • 49% of their analytical transactions are originating on mobile devices.
  • The theme was all about “The Experience Era” and positioned that “great experiences start with great content” and that “great experiences are powered by data.”
  • Fireworks CultureRoyal Bank of Scotland discussed the need for organization change to get omnichannel marketing done.  They transformed the organization and previously had said that previously they had a “firework culture.”  See the slide (left) that hilariously discusses that culture, which is what _not_ to do.  They succeed in gaining control, assigning specific journeys to individuals and create specific individual dashboards, shared the learnings across the organization, and implement more testing to drive optimization.   Watch his (Giles Richardson) talk “Becoming an Experience Business”, it is a great recipe on how to get an organization on the same page. And it was rather entertaining.
  • Adobe Campaign introduced subject line optimization, which utilizes, past behavior, natural language processing (machine learning) to suggest the most effective subject lines. Learn more about it here.
  • The big news was around their new device co-op to better identify devices as people.  To date there are five “major brands” that have participated in the beta and at Summit, Adobe opened it up to all participants.  There will be a single consumer opt-out to opt-out of the entire co-op and not individual brands.  Check out the press release.
  • There were many Analytics improvements noted, from better understanding App downloads, to improving content analytics as well as attribution.  There is much to digest and this press release summarizes it well.
  • TV, partnerships and the new frontier of TV Networks and Over The Top (OTT).  Adobe is well entrenched in TV and film, and announced a new comScore measurement partnership but new TV targeting capabilities in the Marketing Cloud. Read more.

CirqueAll and all, it was a great event where I got to catch-up with clients, partners, strike new relationships and catch-up with old industry friends. This not to mention a Adobe Campaign/Merkle small party where we got to see Cirque Du Soleil performances up and close (photo left).

It is conference season, next I am off to the Email Evolution Conference in New Orleans and hope to see you there, or at some show this year.   Until then, all the best,  David … be sure to follow me on Twitter for the latest real-time updates.

Do You Dig Into Data? Attend This Webinar And Learn Analytical Tricks

Driving Marketing Value Through Advanced Data Modeling

Thu, Mar 10, 2016 11:00 AM – 12:00 PM EST  REGISTER TODAY, Get the Recording and Research

Sponsored by Zeta Interactive. The Relevancy Group’s Executive Marketer Survey data suggest that marketers face the ironic challenge of having more customer data than they can effectively make actionable. And for many executives and marketers faced by waves of big data, it is often hard to know where to start. Clustering models that inform segmentation, propensity models that drive predictions, and collaborative filtering models that drive recommendations are all areas where marketers are realizing big gains. Join this webinar and learn about:
– Leverage Email Engagement Data
– Real-Time Data and Mobile Implications
– Managing Identity
– Building Predictive Models
– Developing Cross-Channel Attribution
– Leveraging Life-cycles
– Implementing Third Party Data

Speakers Include:
Nick Einstein – VP of Research, Principal Analyst – The Relevancy Group
David Daniels – CEO and Founder – The Relevancy Group
John Polcari – SVP of Sales and Marketing; Zeta CRM – Zeta Interactive

Registrants will get a free copy of new research on this important topic.


Cross-channel Marketing Drives Huge Returns for Retailers Webinar

Boston, MA – February, 4, 2016 – In a previously recorded webinar in October of 2015, David Daniels, CEO and Founder of The Relevancy Group, along with Paul Mandeville, Chief Product Officer at QuickPivot discuss The Value of Coordinated Multi-Channel Marketing for Mid-Market Retailers. David Daniels reviews the challenges of cross-channel marketing and outlines the remedies and tactics to successfully coordinate marketing channels to drive revenue improvement.

The webinar covers a number of topics that all marketers to should be up-to-date on. The primary topics are:

  • The role, performance and future trends of email marketing
  • The role of print direct marketing in cross-channel tactics to improve organizational collaboration across all channels
  • The importance of marketing analytics and attribution
  • The role of technology and services in attaining marketing success
  • Data integration and segmentation strategies
  • A framework for succeeding at multichannel marketing

Watch the recorded webinar on demand here.


About QuickPivot:

QuickPivot™ is a real-time, cross-channel marketing automation and services provider powering lifecycle marketing for B2B and B2C organizations. Winner of the most innovative marketing aQuickpivot-Logoutomation solution by the 2014 MITX What’s Next Awards, as well as the Silver and People’s Choice Stevie Award for Best New Product or Service of the Year in Software for Marketing or Public Relations, the new QuickPivot platform enables marketers, in any industry, to dynamically derive customer insight, listen to brand interactions and adapt campaigns to create seamless buying experiences. Leveraging more than 17 years of experience from its roots as Extraprise, the leader in right-time revenue optimization services, and SmartSource, a leader in SaaS cross-channel campaign management software, QuickPivot helps companies like Bank of America, HP and over 30 channel partners, including Harte-Hanks, Digitas and Fulcrum Analytics.

For more information:


Call: 617-880-4000


Twitter: @quickpivot


New Webinar – The Value of Services for the Omnichannel Marketer

Webinar date: January 21, 2016, 2pm ET
EpsilonJoin The Relevancy Group and Epsilon for this high value webinar.

Maybe your team is not aligned with common goals. Or maybe you lack the resources necessary to optimize omnichannel marketing. No matter what limitations you face, one thing is certain: The need to present customers with a holistic brand experience across channels is more urgent than it has ever been. How do you break through?

Enroll in this webinar to learn from the experts the latest omnichannel research, and, what’s more important, how to put it into action. After this seminar you will be able to:
• Pinpoint key dysfunctional areas in your marketing organization
• Identify your organization in the Omnichannel Sophistication Trajectory
• Optimize the best tactics in your omnichannel marketing strategy
• Learn to increase revenue through the use of real-time data and services.
• Discover how you can climb the Omnichannel Ladder of Services

Speakers: David Daniels, CEO & Founder, The Relevancy Group
Pam McAtee, Senior Vice President, Digital Services, Epsilon

Webinar date: January 21, 2016, 2pm ET.  Register Today!

Upcoming Webinars From The Relevancy Group

We have a trio of webinars full of great content for you in the upcoming weeks.   The content is all based on research from the The Relevancy Group and offers something for every email marketer.

September 30th, 10am PT, Assessing Your Email Maturity. Adobe & TRG

Join The Relevancy Group and Adobe as we discuss our latest research.  The Relevancy Group CEO David Daniels and Adobe Senior Product Marketing Manager Patrick Tripp will take on a journey that details the differences in email marketing maturity.  Register for free

Evaluating your marketing effectiveness and understanding how you compare to your peers is crucial to any email marketing program. Adobe and The Relevancy Group recently conducted a study that examines email marketing best practices across four key areas: data, content, delivery and strategy. The study also builds upon benchmark data collected for an email self-assessment model that includes three progressive stages of email excellence: Classic, Dynamic and Contextual.
Join David Daniels, CEO and Founder of The Relevancy Group, and Patrick Tripp, Senior Product Marketing Manager at Adobe, to learn:
Key insights gained from the study across email data, content, delivery and strategy
Practical recommendations on how to progress your email marketing strategy
Specific return-on-investment metrics for Classic, Dynamic and Contextual email marketers

Register for free   Listen & Watch The Recorded Webinar

October 13th, 2pm ET, The Value of Multi-channel Real-Time Segmentation. Zeta Interactive & TRG  | Register for free

Join this free webinar and learn how to triple email marketing revenue by utilizing real-time data and automating customer lifecycle messaging. This webinar is based on The Relevancy Group research report “The Value of Multi-Channel Real-Time Segmentation,” which surveyed 300 marketing executives, underscores the value of capitalizing on real-time data. According to the report, marketers that utilize real-time multichannel data generate nearly three times more revenue in their marketing programs than their peers that do not utilize real-time data. Adding automation pushes those results even higher. Marketers that automate customer lifecycle messaging through tactics such as rules-based triggers, drive 133% more revenue than those that don’t.

Learn the challenges and successful tactics necessary to implement real-time data segmentation.

Speakers Include:
David Daniels, CEO & Founder of The Relevancy Group
John D. Polcari, SVP Sales & Marketing, Zeta Interactive

Register for free

October 14th, 11am ET, The Value of Coordinated Multi-channel Marketing for Mid-Market Retailers.  QuickPivot & TRG | Register for free

Attend this webinar and learn how to double the performance of your marketing engine. In this webinar David Daniels will discuss the challenges of cross-channel marketing, and outline the remedies and tactics to successfully coordinate your channels to drive revenue improvement.

The webinar will cover the following topics:

The role, performance and future trend of email marketing
The role of print direct marketing in cross-channel marketing
Tactics to improve organizational collaboration across all channels
The importance of marketing analytics and attribution
The role of technology and services in attaining marketing success
Data integration and segmentation strategies
A framework for succeeding at multi-channel marketing

Speakers include: David Daniels and Paul Mandeville

Register for free


What is Marketing Utopia and how do we get there?

boboSince the dawn of the web, digital marketers have dreamed of a place where data flowed freely and the needs of our customers and prospects were easily anticipated and met [or exceeded] by our extraordinary omnichannel campaigns.

Last week, the team at Experian Marketing Services announced two exciting enhancements to the Experian Marketing Suite at their annual Client Summit, and made a case that marketing Utopia could actually be found in the desert of Las Vegas.

EMS customers like Jason John from Publishers Clearing House [also a Relevancy Group client] presented several compelling case studies that highlighted the customer centric, cross channel approach that they have been implementing, and the impacts on their businesses. One common theme: user expectation is evolving rapidly, and marketers who aren’t in lockstep, are in trouble. As Jill Ellis, coach of the 2015 world champion US Women’s National Soccer Team [and speaker at the event] tells her players: “you can be on the right track, but if you don’t move fast enough, you’ll get run over.”

The two enhancements announced at the event are designed to add velocity to customer programs.

Real-time, predictive intelligence and automated analytics –

In Vegas, I met with Emad Georgy, SVP Global Product Development, and Justin Orgel, Director Strategic Services, who were both excited about the release of this enhancement that helps marketers predict the performance of cross-channel campaigns through real-time identity and intelligence data.

Predictive modeling isn’t new for many sophisticated marketers, but the real-time nature, and depth of the EMS solution makes it a significant addition to the toolset; recent TRG research highlights the fact that brands are increasingly leveraging real-time data and generating significant return on the investment, so the timing is good too.

Cross-channel audience activation – 

EMS also announced new addressable advertising functionality that enables brands to leverage their first party data [in combination with Experian data, or not] to target audiences online, in mobile, TV, and direct mail.

Differentiators include the support of single campaigns, insights on cross channel attribution, and Experian’s identity and consumer data.

This is certainly a meaningful enhancement to the Marketing Suite, one which I am looking forward to exploring in more detail.

The 1000+ seasoned marketers at #Utopia were treated to entertainment from Salt-N-Pepa, and engaging talks with Stephanie McMahon, Chief Brand Officer, WWE, Inc., Carli Lloyd, Megan Rapinoe, and coach Jill Ellis from the US Women’s National Team, actor Joe Manganiello, and Yael Cohen, Founder, President & CEO, Fuck Cancer, as well as a Keynote from Erik Wahl Graffiti artist, entrepreneur, philanthropist & author, “Unthink.”

Experian Marketing Services produces a first rate event, and throws a tremendous party, but they were a leader in both our 2014 and 2015 Relevancy Ring ESP Buyer’s Guide because their technology and people enable customers to develop and evolve programs in their efforts to achieve marketing Utopia. (Download The Relevancy Group’s Relevancy Ring – 2015 ESP Buyers Guide with registration.)

Thank you to Matt Seeley, Ashley Johnson and Meghan Attreed for the invitation and hospitality, it was great to see old friends, make new ones, and spend a few days enjoying the #suitelife.