“But we’ve always done it this way”. I don’t know about you, but I want to scream when I hear this comment, especially when it’s in the context of a business process that’s causing delays or is impacting the Customer Experience (CX).
How to get around a "because" brick wall
That’s what it feels like, right? You’re in a meeting, you’re reviewing a business process and someone in the meeting says “because” when you challenge a process and ask why?
With turnover of staff, institutional knowledge which may hold the answer as to ‘why’ a process is done the way it is has left, it can get very challenging.
In the past two weeks, I’ve been given the “because” statement twice with two seperate customers. My conversations are typically to do with data sources and how the data our customers are looking for will enhance their campaigns.
There are of course security considerations and at times this can be a pretty solid brick wall when hit with a ‘because’ statement. However, quite often the data an Eloqua customers is looking for is not exactly needed in the way I.T. or the CRM administrator may think.
For a financial services firm, transactional data is private and moving it to other platforms i.e. Eloqua, may not be permitted. However, from a marketing point of view it’s rare that the marketing team actually need to know the detail of transactions, they really just need to know that a person has e.g. reached or exceeded a minimum spend amount.
In this example, a flag can be sent through to Eloqua which means “this client has exceeded their minimum monthly spend by more than 50%”. In Eloqua this can be shown as a tick box and is automatically ticked or un-ticked via the integration with the CRM or the source of truth.
That’s one way to get around a brick wall, approach the problem from a different angle and come up with a different solution.
Be Clear on What you actually need
In the example above, we took private data, essentially made it anonymous and displayed it as a tick box. Using Eloqua’s strong segmentation capability, the marketers can easily filter on this data point and others for a specific campaign.
It’s our experience that the integration between Oracle Marketing Cloud Eloqua, Oracle Marketing Cloud Responsys and Oracle Social Cloud helps the marketer create a very personalised view of the ‘contact’.
When you add CRM data, or even ERP data, to the mix you will be in a very strong position to personalise your communications and your campaigns.
With these many and varied data sources, having clarity around each one and certainty on which is the right data source, you can then ask very targeted questions of your I.T. data team.
The following is an excerpt from “The Future of Content Marketing”, a joint report prepared by Econsultancy and Oracle Marketing Cloud.
While one-to-one targeted content is an ideal, it is by no means the only solution and the power of predictive personalisation has the ability to deliver highly relevant online experiences.
Drawing on ideas and techniques pioneered in the programmatic advertising space, it goes a long way to providing the streamlined yet relevant customer web experience that still eludes so many today.
Separate Econsultancy/Oracle Marketing Cloud research outlined the potential for programmatic technologies to benefit content. The report highlighted how Volkswagen’s website ‘remembered’ even non-logged-in visitors to its website and tailored the content accordingly.
Ben Salmon of Attributely said that it’s about “taking your data and making it more intelligent”, adding:
“With Volkswagen, we looked at the highest traffic on its homepage, high-task pages and took visitor journeys and changed the homepage to reflect their needs. When you come back to the homepage you would see ‘Do you want to find out more about this model?’ or ‘Contact dealer’.”
SOURCE: “The Future of Content Marketing” – A joint report published by Econsultancy & Oracle Marketing Cloud, p.11
5 Tips to help get around the Brick Wall
- Be clear about the data you need and understand where the source of truth is for that data.
- Consider the security implications of the data you’re looking for, do you need the actual data or will a flag do that let’s you know a key criteria has been met?
- Sometimes you need I.T., or the owner of the data you want, to see the vision of what you’re trying to do. e.g. the Volkswagon example above and their website personalisation.
- Other times you just have to push hard, when you hear a “because” to your question of “why” – push harder, challenge the status quo.
- Overlay each business process with a CX (Customer Experience) point of view, this generally helps clarify what your organisation should be doing.