Three big trends in marketing are emerging: 1) 1:1 personalized marketing, 2) automated messaging, and 3) improved identity management. Gartner predicts cross-channel marketing, automation, customer relationships, engagement, and digital commerce will be key. Predictive marketing platforms analyze data to predict customer behavior and automate personalized communications. Marketing automation platforms are also evolving to offer more data and channels. Early adopters are implementing more advanced predictive capabilities like replenishment automation to gain a competitive advantage before mainstream adoption.

1. The State of Predictive Marketing

2. Chris Lynch
Head of Product & Industry Marketing
Oracle Marketing Cloud
Matt Williamson
Co-Founder & CEO
Windsor Circle

3. • Predictive Lifecycle Marketing Platform
• 350+ Retail Clients
• 35MM Consumers
• 70+ Employees
• #Winning
– Google Pitch Contest
– SxSW Pitch Contest
– $9MM VC
– #1 on Glassdoor
Windsor Circle, Inc.

4. WHAT’S GOING ON?

5. 1:1 Mass
Personalization
Automated
Messaging
Identity
Management
3 Big Trends Emerging and Colliding

6. Gartner: Five Key Trends
1. Cross-Channel Strategy, Campaigns and Data
2. Automation to Boost Speed and Performance
3. Yearning for 1:1 Customer Relationships
4. Engagement Aligned for Daily Activities
5. More Responsibility for Digital Commerce
“Digital marketing hubs will have an impact
on the business on par with ERP.”
http://www.gartner.com/smarterwithgartner/five-key-trends-in-gartners-2015-digital-marketing-hype-cycle/

16. WHO ARE THE PLAYERS?

18. Competitive Landscape
Predictive Marketing Platforms promise to analyze data, predict lifecycle
marketing events, and automate personalized communications. The platforms
tend to position based on core capabilities (science v. easy of use).
Marketing Automation Platforms tend to be email platforms that are trying to
evolve in two directions… more data and more channels. Most are branding as
“marketing clouds.” The newer ones assume personalization.
data science easy automation

19. The Race is On.
Company Rounds Raised ($MM) Lead Investors
AgilOne 3 $41.0 Mayfield
Sequoia
Tenaya
BlueCore 3 $28.2 FirstMark
Custora 3 $6.5 Foundation
Greycroft
Retention Science 2 $9.5 Upfront
Pritzger
Smarter HQ 4 $25.3 Battery
Simon
Windsor Circle 4 $8.75 Comcast Ventures
IDEA Fund

20. ‘Early adopters’ require more
complete products, but move
quickly to seize competitive
advantage.
Mainstream adoption requires
completeness and convenience.
Innovators willing to
try early products,
co-invest in
development, etc.

21. Who Should Act Now
to Seize Competitive Advantage?
Aspiring
Stars
Category
Leaders Established
Migrators
Sophistication
Resources

22. WHAT SHOULD I BE THINKING ABOUT?

25. TAKE ACTION WITH EASE
Example: Replenishment Automation

28. • Marketing Metrics are Shifting
– From: Opens, Clicks, Conversions
– To: LTV, Retention Rates, LTV/CAC
• Talent Requirements are Shifting
– Director of Customer Retention
– Director of Customer Lifetime Value
Considerations

29. • Get the Basics Down First
– Thank Customers
– Reward Best Customers
– Predict and Save Churning Customers
– Cart Abandonment
– Segmented Promotions
• Then Quickly Move to More Advanced Capabilities
– Replenish Items That Have Run Out
– Browse Abandonment
– Geo-location and store targeting
Automation You Should Be Running

32. Executive Summary
• Consumers Demanding Consistent, Personalized
Cross Channel Experience
• Predictive Marketing Platforms Evolving to Fill
That Need
• Considerations
– Metrics
– Personnel
– Timing and Resources
• Game On!

33. Chris Lynch
Head of Product & Industry Marketing
Oracle Marketing Cloud
Chris.Lynch@Oracle.com
Matt Williamson
Co-Founder & CEO
Windsor Circle
Matt@WindsorCircle.com
QUESTIONS?