Oracle

The week in martech: Oracle’s tech stack, image tracking & overhyped blockchain

Welcome to The Week in Martech, a new column in which we round up some of the most interesting developments from the world of marketing technology over the past week.

This week, cloud-based software platform Oracle wants its clients to know that its tech stack is not a 7-Eleven (but it’s happy to help them make a chocolate cake), and the blockchain hype in advertising is starting to lose momentum.

Marketing automation: how it works and why it’s important for modern marketers

Marketing automation is a powerful tool for brands as it allows them to create a rich profile of their audience and use targeted marketing messages to help drive conversions.

In order for automation to work effectively data must be turned into insights that help to create strong customer lifetime value models and optimise marketing messages.

Digital channels provide new and valuable sources of data and customer insight that can be acted upon in real time.

This is one of the central themes in our new Modern Marketing Manifesto, which forms the basis of the upcoming Festival of Marketing. The Festival begins on October 8 and includes a number of exciting events that will help marketers get to grips with new trends and disciplines.

So to find out more about how businesses can better understand marketing automation, I spoke to Oracle’s EMEA marketing director Sylvia Jensen…

49% of UK consumers think personalisation is important: stats

Almost half (49%) of UK consumers think personalisation is important, however there are conflicting views as to what actually constitutes a personalised service.

The Oracle report, which surveyed 538 UK adults, asked respondents what they define as good and bad service, with reference to both online and offline retail.

It also asked how respondents define personalisation, with 40% saying it meant receiving offers/discounts to their smartphone based on their preferences while not in-store, while just over a third (36%) said it meant receiving the same type of offers while in-store.

A further 29% said they thought it meant being able to access a single shopping basket across channels.

I have previously investigated which of the top UK retailers offer a single shopping basket across different channels and found that only Amazon, M&S and Tesco currently join up their mobile apps and desktop sites in this way.