Despite the pervasiveness of data-driven technologies, many marketers still struggle to deliver individualized experiences when they really count. According to a July 2015 commissioned study by Forrester Consulting, only 2% of surveyed organizations have the necessary capabilities to identify, deliver on and measure micro-moments (Balancing Privacy And Personalization: The Challenge Of Marketing For Micro-Moments, September 2015 Forbes Article) — a point in time when customers show their affinity or desire for specific products or services. On a website or mobile application, this inability to deliver the right experience during the proverbial “moment of truth” can be costly. At best, marketers lose a revenue opportunity. At worst, they send one to your competitor.
This is why the Oracle Marketing Cloud’s most recent acquisition came in the form of Maxymiser, a marketing optimization platform focused on testing, insights and personalization on web and mobile experiences. Online testing platforms allow marketers to do the work of data scientists, but with a set of tools that make the process of personalization approachable and achievable. Today, it’s my pleasure to share that Oracle’s Maxymiser was cited by Forrester Research as a leader in The Forrester Wave™: Online Testing Platforms, Q3 2015. Click here to download a copy of the Forrester report at Maxymiser.com.
As Forrester notes in the report: “Companies must respond and keep up with these changing digital behaviors, needs, and wants by becoming customer-obsessed and maximizing the level of intelligent digital interaction,” the report’s authors write. “To support continuous optimization, online testing practices need to scale across the enterprise, supporting use cases and processes that coordinate multiple stakeholders, multiple types of digital touchpoints, complex testing, and high test volumes.”
As Forrester writes:
"[Maxymiser’s] key differentiators are support for campaign planning and control, segment development and execution, professional services, and executive vision. The platform will appeal to marketing and digital experience teams wanting a close vendor relationship while being able to manage most of their optimization program via self-service."
Throughout its history, Maxymiser has had a mission of helping companies do more sophisticated, data-driven marketing, but with a platform that’s usable and helps marketers in their daily jobs.
But Maxymiser ultimately measures its success by that of its customers, and the effects online testing can have is massive. Take Alaska Airlines as an example. Its web marketing team wanted to improve its ability to sell rental reservations alongside its core flight bookings. Moving beyond basic A/B testing to the sophistication of multi-variate testing, they saw a 12% increase in upsells of rentals and a 70% completion of purchase for experiences that were optimized by Maxymiser. Further, personalization and upsell boosted Harry and David’s online revenues by 22% while Flybe reported that for every £1 spent with Oracle’s Maxymiser, £30 in revenue uplift is generated.
“An Increased Focus On Testing”
Earlier this year, Oracle Marketing Cloud, in partnership with The CMO Club released the CMO Solution Guide to Leveraging New Technology and Marketing Platforms. The Guide includes five solutions to help CMOs face the challenge of providing a seamless positive customer experience across all touch points.
One of the five solutions identified deals specifically with testing and the need for it as Mayur Gupta, Global Head, Marketing Technology & Innovation, Kimberly-Clark says “The key for brands today is not only adopt an agile mindset and culture but to also have an increased focus on testing.”
To learn more, download the CMO Solution Guide to Leveraging New Technology and Marketing Platforms.