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Oracle's Marketing Cloud Analytics Tool - Oracle Infinity

For any successful business, Customer is the King. However, in recent times, it has become imperative to reinvent the Customer Experience, without which the business cannot survive especially in sectors like Retail, Telecom, Hospitality, Tourism. Research by American Express found that 60% of customers are willing to pay more for a better experience.

Optimal customer experience is achieved when a business remembers Customers and treats them with attention and respect throughout their unique customer journey. Businesses should leverage Customer data to improve the customer experience strategy. It should be diligently analyzed to gain insights to understand Customer interactions in real time, capture customer feedback and predict appropriate actions which will help business to yield higher growth and better customer view. According to research cited by McKinsey, organizations that leverage customer behavior data to generate behavioral insights, outperform peers by 85 percent in sales growth and more than 25 percent in gross margin.

Consider a typical customer purchase cycle in telecom space. It may have stages like Inquiry, Comparison, Purchase and Installation. Assume we can capture the customer behaviour and actions at every stage. By analyzing each phases, company can gain knowledge of the pain areas that result in poor Customer experience. The macro-level data points are scarce to analyze this situation and to attain the optimal solution to the issue. By analysing this at micro-level using an analytics tool, the telecom provider can get an insight about the issues and can come up with ideal solution. This analysis discloses the paths customer takes before reaching the call center.

As per Oracle,"Oracle Infinity is a new data analytics platform for tracking, measuring, and optimizing the performance and visitor behavior of enterprise websites and mobile apps." Oracle Infinity helps business to be competitive by synthesizing data and providing customer with irresistible customer experiences.

Oracle Infinity's Main Advantages:

  • Advanced streaming capability ensures no delay for data availability
  • Data can be collected in any big data infrastructure (such as Hadoop) or enterprise data warehouse (such as Teradata) and analyzed through one system
  • Individual level data storage provides unlimited depth analysis
  • Accurate visitor data available with no sampling
  • Inference can be taken from multiple digital devices

Aggregate Trend Reporting is possible in Oracle's Standard Category. Individual User based Analytics and Data Streaming is achieved via Premium Category. Oracle Infinity works in Google Chrome and Microsoft Internet Explorer. It doesn't work on mobile phones, but can work on tablets.

By deploying the Oracle Infinity Tag, we can collect and report on event data for websites, mobile apps, and other digital devices. Collected data can be queried and fetched in reports in real time or we can use the data to trend it by days, weeks, months, and years. Some of the Oracle Infinity standard reports helps to measure the campaign performance, to track the effectiveness of online content, to view the geographic distribution of visitors, to evaluate the performance of mobile applications and website pages and so on. Funnel Analysis report of Infinity helps to understand the customer journeys through key processes. It can depict the number of unique customers at every stage along the journey.

What to infer for Business?

Adopting analytical tools, Business can convert the Customer data to actionable insights. Customer behavior, preferences and purchase patterns analyzed on regular basis help business to redesign the offerings and provide targeted services. Businesses can strategize their action plans by prioritizing the opportunities that can impact their business goals. These actions could be to improve designs to boost conversion, upsell or cross-sell, build a campaign for potential customers, identify prospects for email remarketing. A positive impact on customer loyalty, higher retention and increased revenues will be the key benefits for Business. Since Analytics tool is a product, business will spend less time building a solution and configure the product to meet its requirements, so development time is cut down, solution is available in short time and businesses can spend more time analyzing the data.

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