John Stetic

Bio

Vice President ProductManagement

Eloqua Marketing Cloud

Oracle Marketing Cloud

Product management &engineering team

Getting business value outside the cloud

Goal: empowered to do 1 thing differently

Customer centric

Know your customer

Loyal/ engaged/ ideal customerStay longer

Spend more

77% of customerfall short

Why?

CX isbroken

No consistent messagesacross differentchannels at touch points

It's transactional: 94%

More focus on moneythan relationships

Marketingexperience isbroken

Complex marketing ecosystem

Brand, communicatie strategy

Voice & realization of organization

Know your customer 82%

Engage with them

Get data

Piece of data

Do more with less More efficient

CIO vs CMOCMO

Deploy better marketingexecution platforms

CIOBeter marketing measurementcampaign optimization

Time to take adifferent approach

Get a new customer

Example

Create theideal customer

Real results

Question

Business Goes Customer Experience | Nyenrode | 5 juni 2014

John Stetic

Bio

Customer centric

Marketingexperience isbroken

Time to take adifferent approach

Customer centricity

Deliver 1-on-1 experience

Gain a comprehensive view

Actionable customer profile

Marketingsimplicity

What does work?

Different types of customers

Which channels do customerlike to interact with

Tune experience for each customer

Remove tech headachesin the marketing cloud

It scales

It's integrated

Its reliable

How

Unify data

Engage audience

Analyze performance

Get a new customer

Create an add campaign

Understand how theinteract with your brand

What is relevantUseful piece of contentthrough their journey

Book: mating is about help not hype

Provide contentProgressive profiling

Measure what they are doing

Goal: measure & quantify the journey

Example

Create theideal customer

Real results

Question

Business Goes Customer Experience | Nyenrode | 5 juni 2014

John Stetic

Bio

Customer centric

Marketingexperience isbroken

Time to take adifferent approach

Get a new customerExample

Whole Foods marketBusiness challenges

Individualrelationship

Connect to brand

What did people like

Preference for highprotein food

Higher engament

Personalized message

ZurichCross channel

Predicting customer behaviour & affinity

Thrifty/ dollarrent a car

Designing for realtime engagement

Need to diversify channels

Adds to remind people to pick-up their car

Bass pro shopStaff writing stories that were hyper relevant

More engagement better relationship

Airline

Central hub

Drive advocacy

Integrated approach

Create theideal customer

Actively engage with your brand

Buy quickly and oftenRepeat

Create more salesthrough advocacyCustomer to help your brand

Real results

Question

Business Goes Customer Experience | Nyenrode | 5 juni 2014

John Stetic

Bio

Customer centric

Marketingexperience isbroken

Time to take adifferent approach

Get a new customer

Example

Create theideal customer

Real resultsOptimize budget

Attribute revenue

Grow revenue

Question

Measure websiteengagement?

Traffic

Bring it down toindividual vistor level

Frequency

Relevant content

How deep

Social media

Earned media

Digital assets

Its abouttime spend?

Get great content

Move through cycle

Helping the customer

Eloquamarketing

App cloudSmall vendors can connect

Also profiling

See customer journey within our your tool

Peoples cornerB2b

Marcel van Overveld

Business Goes Customer Experience | Nyenrode | 5 juni 2014