Every marketer’s goal is to build deep, personalized relationships with their customers. This requires having all of the right tools to understand where they’re interacting with the brand, and using that information to engage them in the most relevant way. The only way this can be done is by combining all of your digital and mobile marketing efforts. It’s one of the most daunting challenges for a marketer today. This opportunity is what excites Localytics and Oracle Marketing Cloud to come together. Marketers can automatically send Localytics mobile data to Oracle Responsys, resulting in a unified view of users across mobile and digital platforms with Oracle Marketing Cloud.
The Problem With Data Silos
If you aren’t combining your digital and mobile data, chances are you’re unintentionally conducting bad user engagement. What does bad engagement look like? It can take many forms, but here is one common scenario:
A user who has regularly visited your website for several months suddenly stops returning. After 30 days without a visit, the user is automatically sent an email via Oracle Responsys saying, “We miss you.” The only problem is, the user never left. They simply stopped visiting the website because they started using your app instead.
360 Degree View of Your Customers
The Localytics application enables Oracle Marketing Cloud customers to easily combine digital and mobile marketing software. The application with Oracle Marketing Cloud automatically imports Localytics’ rich mobile user profiles into Oracle Responsys, giving customers a complete view of their users across channels. Customers can then leverage this data within Oracle Responsys to target and personalize campaigns with mobile-specific information, like the last time a user was in the app or their most recent location. Additionally, customers can leverage Localytics Predictions data to target Oracle Responsys email campaigns at users who are about to churn or convert.
For example, I am a marketer building rich mobile audiences in Localytics. I’ve created an audience that consists of users that have “Push Disabled” and I would like to email them using Oracle Responsys to nudge them to enable push for the latest updates. Historically, I don’t have an automated or easy way to send the audience to my audiences on a regular basis. The Localytics partnership with Oracle Marketing Cloud enables me to sync these audiences to Oracle Responsys for cross channel targeting.
At the end of the day, it all comes back to driving towards the KPI’s that impact your business. Our partnership puts marketers in a position to capitalize on their toolsets and achieve their goals. Here are a couple examples of ways to drive towards these:
Revenue – My goal is to drive more subscriptions. My app users are taking “high value” actions in the app but are not actually converting in the app. By syncing my data with Oracle Marketing Cloud, I’m able to target those users in other channels where the conversions typically happen.
Retention – My goal is to retain customers because I know it’s much more expensive to acquire new ones than to retain the customers I already have. A user has been in the app many times over the last few months but I haven’t seen them in 30 days, and they don’t have push enabled. By syncing my data with Oracle Responsys, I can send a retention email campaign to re-engage those users.
Engagement – My goal is to drive deeper engagement because I have an ad-supported business model. I am tracking all of the content that my users engage with in the app, and I want to sync that with Oracle Marketing Cloud to include in my Program Orchestration. This way I can provide the most relevant message at the right time to get my customers to spend more time with the content they love.
Request a demo to learn more about how you can drive your business. Oracle Marketing Cloud customers can visit the Oracle Cloud Marketplace to install the Localytics application and begin implementing the Localytics Connector in Oracle Marketing Cloud.
Get a Demo Tailored to You
It only takes 30 minutes to see what Localytics can do for your mobile strategy.
We’ll be in touch shortly to schedule your demo.