Display Advertising optimization with Oracle Maxymiser
The customer journey in today’s digital age is anything but straightforward. The marketing funnel is no longer a linear path from generating leads to conversions. In the always-connected world of smartphones and social media where it is difficult to stay focused for long periods of time, the consumer journey can start and stop multiple times within each funnel layer from acquisition to retention. Customers will usually research products and services online a few times before buying and will have been exposed to multiple display and retargeted digital ads before they end up on a landing or product page. The modern day marketer needs deep insights into the customer online behaviour in order to optimize ad campaigns and site content and maximize ROI. However, acquisition, conversion and retention are still separated in the marketing funnel with many technology players in each space.
Merging Acquisition and Conversion with Oracle Maxymiser
Testing and personalization is now common practice for a business’s marketing strategy, enabling marketers and product teams to make data-informed decisions to optimize their customer’s experience. Many companies are already running customer experience optimization programs using A/B testing and personalization tools like Oracle Maxymiser. Most ad servers also have split testing capabilities for ads which helps marketers optimize their media plans and tune ad pricing models. However, testing the site and ad campaigns separately makes it difficult to get a holistic view and optimize for the whole - from acquisition to retention.
With the release of the Oracle Maxymiser Ad Optimization capability, we can help drive convergence for the marketer without relying on multiple vendors and integrations. This innovative new approach gives a marketer the ability to combine ad interactions and conversion optimization data to create a personalized and optimized customer experience.
How does it work?
Let’s take the following example: an Oracle Maxymiser customer MyBank offers multiple financial products, such as credit cards and current accounts, and is running display ad campaigns for those products with multiple creatives. The Oracle Maxymiser platform now enables those display ads to be linked to the on-site experience for that bank.
For example, a prospect customer is researching for credit cards online and gets exposed to one of the credit cards ads displayed on any publisher website. Sometime later she visits the MyBank site. As soon as she enters the site the Oracle Maxymiser can recognise in real time what ad she has been exposed to or clicked on and enable the bank to personalize the site experience for that prospect accordingly – perhaps streamlining her application given her likely intent. Oracle Maxymiser will also track conversion relevant data about actions she takes on the site.
What benefits can this bring to the acquisition and conversion optimization teams?
1. Gaining Insights
By linking display ad exposure to the Oracle Maxymiser conversion metrics, acquisition teams can better understand the impact of their advertising campaign by creating more accurate attribution and reporting against the respective ads and creatives. Continuing with the MyBank example – marketers would know which particular ads contributed to more conversions.
2. Personalized and optimized customer journeys
Oracle Maxymiser now lets you enrich your customer/prospect profiles with ad exposure data, which can then be used in real time to personalize the on-site experience in a way that is optimal for that customer. For example, the prospective customer who was researching credit cards and saw or clicked MyBank’s credit card ads can be shown a personalized version of the MyBank home page with call-to-actions above the fold leading directly to a credit card application funnel.
3. Driving consistency in your marketing messages
Oracle Maxymiser’s ad optimization technology can also help marketers show consistent branding and messaging across the whole marketing funnel. The site content can be tailored to show the same images, colours and visuals as the ones used in the display advertising campaign. The familiarity and consistent branding throughout the consumer journey will increase the chances of keeping them on the conversion path.
4. Optimizing ad campaigns
The conversion metrics and insights from Oracle Maxymiser can feedback to optimizing the ad campaign itself. For example, MyBank may find out that visitors who have been exposed to certain creatives convert to customers more than others. Or may be certain ads work better for a particular target audience like students or mobile users. In this way a marketer can use the Maxymiser platform to A/B test ad campaigns and their site without having to rely on complex data matching and integrations of different vendor technologies.
This powerful and unique new capability from the Oracle Maxymiser platform allows marketers to gain insights into the impact of ad campaigns, personalize and serve consistent experiences to visitors based on ads they have been exposed to, and optimize ads on third party sites by using a combination of insights and conversion metrics. With Oracle Maxymiser you don’t have to guess on the performance of marketing ideas. They can be tested and losing variants can be discarded quickly and now for the first time in the industry you can optimize your whole marketing funnel!