This presentation was written by Jason Rushforth, VP President, Industry Solutions & Compliance Challenges. Jason was invited to present as a breakout speaker for the Energy Digital Summit in January 2015.

1. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
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

2. Marketers
Challenges
2

3. 3
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

4. 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

8. The
Marketer
Experience
Is
Broken
82%
Marketers
Struggle
to
Bring
Together
Customer
Data
of
enterprise
marketers
have
no
synchronized
view
of
customer
data.
—
Forrester
8

10. MarkeAng
Teams
Pass
Their
DysfuncAon
Onto
the
Customer
The
Marketer
Experience
Is
Broken
1
0

11. 78%
of
customers
don’t
receive
a
consistent
experience
across
channels.
—
Accenture
It’s
Fragmented
The
Customer
Experience
Is
Broken
11

12. 1
2
94%
It’s
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
1
2

13. 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

14. 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?

15. 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

16. Recruitment
Challenges
500,000
Jobs
–
5
years
1.1M
Jobs
–
10
years

17. There’s
an
app
for
everything!

18.
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.

19. Reduce
Campaign
Planning
Time
&
Effort
Before
Ajer

20. 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
Mark’s
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
company’s
green
energy
ini?a?ve
across
social
media
channels

21. RELATIONSHIPS
OVER
TRANSACTIONS

22. TRANSACTIONS
TO
CONVERSATIONS

23. CONTENT
IN
CONTEXT

24. PERSONA
TO
PERSONAL

25. LISTEN
AND
LEARN

26. QUANTIFY
TO
JUSTIFY

27. CreaAng
Ideal
Customers
2
7
• Marke?ng
Simplicity
• Customer
Centricity
• Enterprise-­‐Ready