August 13, 2014 (Wed): Oracle Corporation, the world’s leading ICT solutions provider, today outlined an emerging trend that is driving the demands for business analytics solutions in ASEAN for marketing functions during a media briefing session held at Bangsar Shopping Centre in Kuala Lumpur, Malaysia.
Francis Han, general manager for business analytics of Oracle ASEAN highlighted that today’s marketers in ASEAN are facing tremendous pressures within organization to be data-driven in their decision making.
“According to research studies, 75 percent of global Chief Executive Officers (CEOs) want their Chief Marketing Officers (CMOs) to become 100% ROI(return-on-investment)-focused; and there are more than 90 percent of today CMOs themselves want to be data-driven in how they quantify value of their marketing activities.”
“Increasingly, organizations in ASEAN are looking for analytics tools to retrieve insights to know which parts of the marketing efforts are working or not, and to justify those decisions by connecting them directly with pipeline and revenue.”
Apart from this, Oracle Malaysia’s country manager for Applications, Nik Feizal Haidi Hanafi in presence also highlighted that marketing function is becoming the core of any business transformation strategies in particular to enhance customer experience.
Nik shared, “Today, organizations see IT as an enabler. Malaysian organizations want to use IT as more than just a provider of services but to create value in their organizations. We’ve seen a tremendous interest in adopting cloud-based solutions to streamline and support marketing operations, although security remain as the major concern for Cloud adoptions.”
“In this day and age of always-connected younger generation workforce, plus an exploding digital marketing landscape, I started to see that marketing is demanding for a level of access to—and understanding of—the customer base from their IT departments, which is now essential and fundamental to business growth,” Nik added.
Growing Demands for Marketing Analytics
Francis further shared, “Yet, as the businesses today move in this direction, there is a formidable challenge stands in their way. Many marketers (approximately 80 percent) can’t measure their marketing ROIs across channels.”
“Some marketers struggle to find the right data for analysis. At the same time, many of them are indeed facing difficulties in finding the right solutions to act on the marketing data, for instance, to measure their marketing efforts against business performances and sales results,” Han shared.
Building on its commitment to help marketing teams to execute marketing activities that have a measurable impact on revenue, Oracle is extending the industry’s most comprehensive Marketing Cloud to offer marketers an unparalleled ability to deliver an enhanced customer experience.
“Oracle Marketing Cloud enables organizations to analyze their audience to target right customers, attribute revenue with rich marketing analytics, analyze performance against industry’s peers, and make strategic decisions with content marketing metrics.”
In addition, with Oracle Social Marketing Solution, business organizations today can analyze customer sentiment around the products and services on social channels to quickly adapt their messaging and marketing strategy.
Han ended, “Oracle Marketing Cloud will help businesses to grow revenue by unifying data and orchestrating better customer experiences across paid, owned and earned assets.”