{"id":5990,"date":"2014-10-23T14:45:09","date_gmt":"2014-10-23T05:45:09","guid":{"rendered":"http:\/\/synergylead.jp\/?p=5990"},"modified":"2021-03-19T11:56:50","modified_gmt":"2021-03-19T02:56:50","slug":"oracle-open-world-2014-eloqua","status":"publish","type":"post","link":"https:\/\/www.synergy-marketing.co.jp\/blog\/oracle-open-world-2014-eloqua","title":{"rendered":"Oracle OpenWorld 2014\u306b\u53c2\u52a0\u3057\u3066\u304d\u307e\u3057\u305f\u3002\uff08\u5f8c\u7de8\uff1aEloqua\uff09"},"content":{"rendered":"

\u524d\u7de8<\/a>\u3067\u306fBlueKai\u304c\u30c6\u30fc\u30de\u3067\u3057\u305f\u304c\u3001\u5f8c\u7de8\u306f\u300cEloqua<\/a>\u3092\u6d3b\u7528\u3057\u305f\u30ea\u30fc\u30c9\u30ca\u30fc\u30c1\u30e3\u30ea\u30f3\u30b0\u4e8b\u4f8b\u300d\u306b\u3064\u3044\u3066\u66f8\u304d\u307e\u3059\u3002<\/p>\n

\u4eca\u5e74\u306eOpenWorld\u3067\u306f\u3001Oracle Marketing Cloud\u3092\u69cb\u6210\u3059\u308b\u5404\u30d7\u30ed\u30c0\u30af\u30c8\u306b\u3064\u3044\u306650\u672c\u307b\u3069\u306e\u30bb\u30c3\u30b7\u30e7\u30f3<\/a>\u304c\u3042\u308a\u307e\u3057\u305f\u3002\u305d\u306e\u3046\u3061\u3001Marquee Session<\/a>\uff08\u76ee\u7389\u8b1b\u6f14\uff09\u3068\u3057\u3066\u300cThe Digital Ecosystem: Driving Experience Through Contact Engagement\u300d\u3068\u3044\u3046\u30bb\u30c3\u30b7\u30e7\u30f3\u304c\u3042\u308a\u307e\u3057\u305f\u3002\u7c73\u56fdDell Inc.\u306e\u300c1:1 Marketing Programs, Nurture &\u00a0Retention\u300d\u306e\u7d71\u62ec\u8cac\u4efb\u8005\u3067\u3042\u308bHayden Mugford\u6c0f\u306b\u3088\u308b\u3001Eloqua\u3092\u6d3b\u7528\u3057\u305f\u30ea\u30fc\u30c9\u30ca\u30fc\u30c1\u30e3\u30ea\u30f3\u30b0\u306b\u95a2\u3059\u308b\u8b1b\u6f14\u3067\u3059\u3002\u3053\u306e\u8b1b\u6f14\u5185\u5bb9\u3092\u30013\u3064\u306e\u30ad\u30fc\u30ef\u30fc\u30c9\u3092\u3082\u3068\u306b\u7d39\u4ecb\u3057\u305f\u3044\u3068\u601d\u3044\u307e\u3059\u3002<\/p>\n

\u306a\u304a\u3001\u3053\u306e\u8b1b\u6f14\u306e\u8aac\u660e\u6587\u306f\u4ee5\u4e0b\u306e\u3068\u304a\u308a\u3067\u3059\u3002<\/p>\n

\n

With 93 percent of B2B customers conducting their research online and\u00a0using content to learn about potential solutions, the buying journey\u00a0is now self-paced and driven by behavior. The Dell 1:1 Global\u00a0Marketing team supports this new journey, having developed an\u00a0always-on nurturing program where contact engagement drives\u00a0experience. Dell worked with multiple partners to innovate\u00a0integrations with Oracle Eloqua, Oracle Real-Time Decisions for\u00a0real-time decision logic, and a CMS that enables 100 percent\u00a0customized e-mails. The program doubled average order values for\u00a0nurtured contacts versus nonnurtured and tripled open and\u00a0click-through rates versus push e-mail. In this session, learn how\u00a0Dell built a digital ecosystem that supports a behaviorally driven,\u00a0multivehicle nurturing campaign.<\/p>\n<\/blockquote>\n

\u3061\u306a\u307f\u306b\u3001\u5192\u982d\u306e\u300c93 percent of B2B customers…\u300d\u306e\u304f\u3060\u308a\u306f\u3001Content Marketing Institute<\/a>\u3068MarketingProfs<\/a>\u306e\u5171\u540c\u8abf\u67fb<\/a>\u304b\u3089\u306e\u5f15\u7528\u306e\u3088\u3046\u3067\u3059\u3002<\/p>\n

\u30ad\u30fc\u30ef\u30fc\u30c9\uff08\uff11\uff09\uff1aGlobal Nurture Program FY2015<\/h2>\n

\u300c2015\u5e74\u5ea6\u3001\u3069\u306e\u3088\u3046\u306a\u30ca\u30fc\u30c1\u30e3\u30ea\u30f3\u30b0\u65bd\u7b56\u3092\u5b9f\u65bd\u3057\u3066\u3044\u308b\u306e\u304b\u300d\u304c\u4eca\u56de\u306e\u8b1b\u6f14\u306e\u30e1\u30a4\u30f3\u3067\u3057\u305f\u30022014\u5e74\u7248<\/a>\u306e\u30d9\u30fc\u30b9\u3068\u306a\u308b\u8003\u3048\u65b9\u3092\u8e0f\u8972\u3057\u306a\u304c\u3089\u3001Web\u30b5\u30a4\u30c8\u30fbLP\u30fb\u30e1\u30fc\u30eb\u30fb\u30db\u30ef\u30a4\u30c8\u30da\u30fc\u30d1\u30fc\u306a\u3069\u5404\u7a2e\u30b3\u30f3\u30c6\u30f3\u30c4\u306e\u30c7\u30b6\u30a4\u30f3\uff08\u30c6\u30f3\u30d7\u30ec\u30fc\u30c8\uff09\u3001\u69cb\u6210\u3001\u5185\u5bb9\u3092\u6539\u826f\u3057\u3066\u3044\u308b\u3001\u3068\u3044\u3046\u30b9\u30c8\u30fc\u30ea\u30fc\u3067\u3057\u305f\u3002\u203b2015\u5e74\u7248\u306e\u8cc7\u6599\u306f\u672c\u65e5\u6642\u70b9\u3067\u307e\u3060\u516c\u958b\u3055\u308c\u3066\u3044\u306a\u3044\u3088\u3046\u3067\u3059\u3002<\/p>\n

\u30d9\u30fc\u30b9\u3068\u306a\u308b\u8003\u3048\u65b9\u306f\u30012014\u5e74\u7248\u306eP.3\uff5eP.9\u306eNurturing\u3068Program Structure\u306e\u7bc0\u306b\u8a18\u8f09\u3055\u308c\u3066\u3044\u307e\u3059\u3002\u6982\u8981\u3068\u3057\u3066\u306f\u3001\u30ab\u30b9\u30bf\u30de\u30fc\u30b8\u30e3\u30fc\u30cb\u30fc\uff08\u55b6\u696d\u5de5\u7a0b\u3067\u306f\u306a\u304f\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u5de5\u7a0b\uff09\u3092\u4ee5\u4e0b4\u3064\u306e\u30b9\u30c6\u30fc\u30b8\u306b\u5206\u3051\u3001\u6c42\u3081\u3089\u308c\u3066\u3044\u308b\uff08Relevant\uff09\u30b3\u30f3\u30c6\u30f3\u30c4\u3092\u63d0\u4f9b\u3059\u308b\u3053\u3068\u3067\u76f8\u624b\u306e\u8ab2\u984c\u9818\u57df\u3092\u7279\u5b9a\u3057\u3064\u3064\u3001\u76f8\u624b\u306e\u300cself-paced journey\u300d\u3092\u624b\u52a9\u3051\u3059\u308b\u3068\u3044\u3046\u3082\u306e\u3067\u3059\u3002<\/p>\n

    \n
  1. Identify\uff1aUnknown solution –> Broad solution identified<\/li>\n
  2. Discover\uff1aKnown area of interest, but not solution \u00a0–> Pain point identified<\/li>\n
  3. Educate\uff1aKnown pain point, low level of engagement –> Dell solution identified<\/li>\n
  4. Compare\uff1aKnown pain point, high level of engagement –> Sales readiness<\/li>\n<\/ol>\n

    \u3053\u306eIdentify\u3001Discover\u3001Educate\u3001Compare\u306e\u5404\u30b9\u30c6\u30fc\u30b8\u306b\u3044\u308b\u76f8\u624b\u306bEloqua\u304b\u3089\u30e1\u30fc\u30eb\u3092\u914d\u4fe1\u3059\u308b\u969b\u3001\u305d\u308c\u305e\u308c\u306e\u8ab2\u984c\u9818\u57df\u306b\u5fdc\u3058\u305f”\u30e2\u30b8\u30e5\u30fc\u30eb\u578b”\u306e\u30b3\u30f3\u30c6\u30f3\u30c4\u3092\u63d0\u4f9b\u3057\u3066\u3044\u308b\u3068\u306e\u3053\u3068\u3067\u3057\u305f\u3002<\/p>\n

    \u30ad\u30fc\u30ef\u30fc\u30c9\uff08\uff12\uff09\uff1a\u30e2\u30b8\u30e5\u30fc\u30eb\u578b\u30b3\u30f3\u30c6\u30f3\u30c4<\/h2>\n

    \u8b1b\u6f14\u3067\u306f\u300cModular Content\u300d\u3068\u8868\u73fe\u3055\u308c\u3066\u3044\u307e\u3057\u305f\u30022014\u5e74\u7248\u306e\u8cc7\u6599\u306eP.9<\/a>\u306b\u3042\u308b\u3088\u3046\u306b\u3001\u30b9\u30c6\u30fc\u30b8\uff08Engagement Scored\uff09\u3068\u8ab2\u984c\u9818\u57df\uff08Pain Point\uff09\u306b\u5bfe\u5fdc\u3059\u308b\u30b3\u30f3\u30c6\u30f3\u30c4\u3092\u3001\u3042\u3089\u304b\u3058\u3081\u6c7a\u3081\u3066\u304a\u3044\u305f\u5f62\u5f0f\uff08\u30b5\u30a4\u30ba\u3084\u6587\u5b57\u6570\u306a\u3069\uff09\u3067\u7528\u610f\u3057\u3066\u304a\u304d\u3001\u76f8\u624b\u306e\u30b9\u30c6\u30fc\u30b8\u3068\u8ab2\u984c\u9818\u57df\u306b\u5fdc\u3058\u3066\u30e1\u30fc\u30eb\u3092\u51fa\u3057\u5206\u3051\u308b\u3068\u3044\u3046\u3082\u306e\u3067\u3059\u3002\u539f\u6587\u305d\u306e\u307e\u307e\u3067\u3059\u304c\u3001\u4ee5\u4e0b\u306e\u3088\u3046\u306b\u3082\u8868\u73fe\u3055\u308c\u3066\u3044\u307e\u3057\u305f\u3002<\/p>\n

    \n

    For nurture, all of our content is modular in nature. We do not generate an email per experience, but instead leverage wireframes that populate content based on rules\/logic of demonstrated behavior.<\/p>\n<\/blockquote>\n

    \u30e2\u30b8\u30e5\u30fc\u30eb\u578b\u30b3\u30f3\u30c6\u30f3\u30c4\u304c\u30c6\u30f3\u30d7\u30ec\u30fc\u30c8\u306b\u5f53\u3066\u306f\u3081\u3089\u308c\u305f\u30e1\u30fc\u30eb\u3092\u914d\u4fe1\u3059\u308b\u308f\u3051\u3067\u3059\u304c\u3001\u5177\u4f53\u7684\u306a\u51e6\u7406\u306e\u6d41\u308c\u306f\u4ee5\u4e0b5\u30b9\u30c6\u30c3\u30d7\u3067\u3059\u3002<\/p>\n

      \n
    1. Go-to-market activity is sent to Eloqua. \u203b\u30bf\u30fc\u30b2\u30c3\u30c8\u30fb\u30bf\u30a4\u30df\u30f3\u30b0\u30fb\u30b3\u30f3\u30c6\u30f3\u30c4\u7b49\u304c\u5b9a\u7fa9\u3055\u308c\u305f\u7279\u5b9a\u306e\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u30ad\u30e3\u30f3\u30da\u30fc\u30f3<\/a>\u306e\u60c5\u5831\u3092Eloqua\u306b\u767b\u9332<\/li>\n
    2. Eloqua contact card is updated. \u203bEloqua\u306e\u9867\u5ba2\u60c5\u5831\u3092\u66f4\u65b0<\/li>\n
    3. Shutterfly Cloud Connector reads data. \u203b\u30b3\u30f3\u30c6\u30f3\u30c4\u7d20\u6750\u3092\u7ba1\u7406\u3059\u308b\u300cShutterfly<\/a>\u300d\u304c\u300cCloud Connector<\/a>\u300d\u3092\u901a\u3058\u3066Eloqua\u304b\u3089\u30c7\u30fc\u30bf\u3092\u53d6\u5f97\uff08Variable Data Processing\u306e\u3088\u3046\u306a\u30a4\u30e1\u30fc\u30b8\u3067\u3059\u306d\uff09<\/li>\n
    4. Data references source code to message ID. \u203b\u30e1\u30c3\u30bb\u30fc\u30b8ID\uff08\u30e1\u30fc\u30eb\u914d\u4fe1\u8a2d\u5b9aID\uff09\u306b\u5bfe\u5fdc\u3059\u308b\u30bd\u30fc\u30b9\u30b3\u30fc\u30c9\u3092\u53c2\u7167<\/li>\n
    5. Message ID pulls content for wireframe. \u203b\u30e1\u30c3\u30bb\u30fc\u30b8ID\u306b\u5bfe\u5fdc\u3059\u308b\u30b3\u30f3\u30c6\u30f3\u30c4\u7d20\u6750\u3092Shutterfly\u304b\u3089\u53d6\u5f97<\/li>\n<\/ol>\n

      \u4ee5\u4e0b\u3001\u30e2\u30b8\u30e5\u30fc\u30eb\u578b\u30b3\u30f3\u30c6\u30f3\u30c4\u3068\u30c6\u30f3\u30d7\u30ec\u30fc\u30c8\u3092\u7d44\u307f\u5408\u308f\u305b\u305f\u3082\u306e\u306e\u30a4\u30e1\u30fc\u30b8\u3067\u3059\uff08\u4e0d\u9bae\u660e\u306a\u5199\u771f\u3067…\u3002\uff09\"2014Oct15<\/p>\n

      \u4f55\u304c\u66f8\u304b\u308c\u3066\u3044\u308b\u306e\u304b\u3001\u5c11\u3057\u88dc\u8db3\u3057\u307e\u3059\u3002\u5de6\u306e\u56f3\u89e3\u3067\u306f\u3001\u300cHeadline Short — Mac CC\uff08\u6700\u5927\u6587\u5b57\u6570\uff09\uff1a62\u300d\u3001\u300cBody Copy\/Long — CC\uff1a300\uff5e500\u300d\u3001\u300cImage\/Icon — 100 x 100\u300d\u3068\u3044\u3046\u3088\u3046\u306b\u3001\u305d\u308c\u305e\u308c\u306e\u30b3\u30f3\u30c6\u30f3\u30c4\u30e2\u30b8\u30e5\u30fc\u30eb\u306e\u6700\u5927\u6587\u5b57\u6570\u3084\u30b5\u30a4\u30ba\u304c\u6c7a\u3081\u3089\u308c\u3066\u3044\u307e\u3059\u3002\u4e00\u65b9\u3001\u53f3\u306e\u65b9\u306e\u7b87\u6761\u66f8\u304d\u306b\u306f\u4ee5\u4e0b\u306e\u5185\u5bb9\u304c\u66f8\u304b\u308c\u3066\u3044\u307e\u3059\u3002<\/p>\n

      \n

      All content is modular, referencing previous behavior to determine what is being merchandised next.<\/p>\n<\/blockquote>\n

      \n

      Content is loaded into one tool, where the rules and logic dictate what content is produced within email.<\/p>\n<\/blockquote>\n

      \n

      Ability to adjust content quickly.<\/p>\n<\/blockquote>\n

      \n

      Optimized for mobile, where 62% of all emails views take place.<\/p>\n<\/blockquote>\n

      \u30e1\u30fc\u30eb\u30de\u30fc\u30b1\u30c6\u30a3\u30f3\u30b0\u306e\u4e00\u9023\u306e\u30d7\u30ed\u30bb\u30b9\u306e\u81ea\u52d5\u5316\u3068\u9ad8\u5ea6\u5316\u3068\u3044\u3046\u70b9\u3067\u305f\u3044\u3078\u3093\u53c2\u8003\u306b\u306a\u308a\u307e\u3059\u306d\u3002\u512a\u826f\u4e8b\u4f8b\u3068\u3057\u3066\u8868\u5f70\u3082\u53d7\u3051\u3066\u3044\u307e\u3059\u3002<\/p>\n

      \u30ad\u30fc\u30ef\u30fc\u30c9\uff08\uff13\uff09\uff1a\u30af\u30ea\u30a8\u30a4\u30c6\u30a3\u30d6\u6539\u5584<\/h2>\n

      \u30e2\u30b8\u30e5\u30fc\u30eb\u578b\u30b3\u30f3\u30c6\u30f3\u30c4\u306e\u53d6\u308a\u7d44\u307f\u306f2014\u5e74\u306b\u5f15\u304d\u7d9a\u3044\u3066\u5b9f\u65bd\u3057\u3066\u3044\u308b\u4e00\u65b9\u3067\u30012015\u5e74\u306e\u53d6\u308a\u7d44\u307f\u3068\u3057\u3066\u3001\u30e1\u30fc\u30eb\u306e\u30af\u30ea\u30a8\u30a4\u30c6\u30a3\u30d6\u6539\u5584\u306b\u3082\u53d6\u308a\u7d44\u3093\u3067\u3044\u308b\u3068\u306e\u3053\u3068\u3067\u3057\u305f\u3002\u4ee5\u4e0b\u3001\u30e1\u30fc\u30eb\u306e\u300cCreative refresh\u300d\u306b\u3064\u3044\u3066\u306e\u30b9\u30e9\u30a4\u30c9\u3067\u3059\u3002<\/p>\n

      \"2014Oct15<\/p>\n

      \u8996\u899a\u7684\u306a\u523a\u6fc0\u3068\u5f71\u97ff\u529b\u3092\u9ad8\u3081\u308b\u305f\u3081\u3001\u307e\u305f\u3001Thought Leadership\u306e\u3042\u308b\u30b3\u30f3\u30c6\u30f3\u30c4\u306e\u30b7\u30e7\u30fc\u30b1\u30fc\u30b9\u3068\u306a\u308b\u3088\u3046\u3001\u30e1\u30fc\u30eb\u306e\u30ec\u30a4\u30a2\u30a6\u30c8\u306e\u5909\u66f4\uff08\u7c21\u7d20\u5316\uff09\u3001\u6587\u5b57\u91cf\u306e\u524a\u6e1b\u3001\u30e2\u30d0\u30a4\u30eb\u6700\u9069\u5316\u3092\u5b9f\u65bd\u3057\u3066\u3044\u308b\u305d\u3046\u3067\u3059\u3002\u203b\u5199\u771f\u304c\u4e0d\u9bae\u660e\u306e\u305f\u3081\u3001\u4ee5\u4e0b\u3001\u66f8\u304d\u8d77\u3053\u3057\u3066\u304a\u304d\u307e\u3059\u3002<\/p>\n

      \n

      We’re focused on providing visual cues and interest to improve click through. As we continue to transform our content from factors. we want the emails to be a showcase for that improved thought leadership content.<\/p>\n

        \n
      1. Reduce text by 90%.<\/li>\n
      2. Remove decorative photos.<\/li>\n
      3. Clear the clutter \u203b\u30b4\u30c1\u30e3\u30b4\u30c1\u30e3\u3092\u30b9\u30c3\u30ad\u30ea\u3002<\/li>\n
      4. Show the assets.<\/li>\n
      5. Functional mobile Layout.<\/li>\n<\/ol>\n<\/blockquote>\n

        \u307e\u305f\u3001\u4eca\u56de\u306e\u30bb\u30c3\u30b7\u30e7\u30f3\u3068\u306f\u95a2\u4fc2\u306a\u3044\u3067\u3059\u304c\u3001\u7c73\u56fdDell Inc.\u3067\u306e\u4ed6\u306e\u30e1\u30fc\u30eb\u30af\u30ea\u30a8\u30a4\u30c6\u30a3\u30d6\u4e8b\u4f8b\uff08GIF\u30a2\u30cb\u30e1\u30fc\u30b7\u30e7\u30f3\u3092\u5229\u7528\uff09<\/a>\u304cMarketingSherpa<\/a>\u306b\u8f09\u3063\u3066\u3044\u307e\u3057\u305f\u3002<\/p>\n

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