Amadeus Increases Customer Focus and Efficiency with Oracle Marketing Cloud
Amadeus Develops Customer-Centric Model and Boosts Marketing Efficiency by Consolidating Worldwide Marketing Operations on Oracle Cloud
Amadeus’ marketing teams are spread all over the world, and, traditionally, each operated as a silo, using its own marketing software and processes. The company needed to move to a centralized model to increase visibility of marketing operations globally, improve collaboration between sales and marketing functions, and enable better customer segmentation and targeting.
“With its outstanding connectivity and flexibility, Oracle Eloqua is a central part of a technical stack that helped us transform our marketing function. We have 360-degree visibility on our customers and can measure the real value of our marketing activities in generating IT product revenue.”
Business challenges
Boost targeting and campaign effectiveness by providing marketing teams with detailed, accurate, and updated customer data—for example, from Amadeus’ customer relationship management (CRM) systems or its IT product web portals, which are used by thousands of travel agencies
Enhance the business value of the marketing department by providing the ability to quantify the results of all IT software marketing activities and by transitioning to a more customer-centric approach
Increase the efficiency of email marketing that was conducted by dozens of fragmented marketing teams, each using their own tools, with little ability to monitor campaign success
Improve lead management and cohesion between dozens of sales and marketing teams globally by ensuring that everyone is working from the same data source and that information flows freely between departments—for example, so that marketers can benefit from CRM data and sales staff can receive better Marketing Qualified Leads more quickly
Standardize marketing processes globally on a single tool, and ensure rapid adoption for disparate and multi-located marketing departments with varying levels of maturity and marketing automation by delivering a comprehensive, flexible, and high-quality training program
We selected Oracle Eloqua because of its rich functionality and ability to seamlessly integrate with our CRM systems and IT product portals. Also, the dynamic nature of Oracle Cloud is extremely well suited to our global operations and to our strategy of transitioning to a customer-centric approach.
Results
Increased marketing performance substantially and supported Amadeus’ strategic move to a customer-oriented business model by standardizing and automating marketing processes and consolidating all customer data globally with Oracle Eloqua Marketing Automation.
Provided dozens of marketing teams worldwide with a rich and constantly up-to-date data source by integrating Oracle Eloqua with both Siebel and Salesforce CRM systems in addition to various portals used by customers of Amadeus software
Used the automated processes of Oracle Eloqua to successfully create and execute close to 2,100 targeted email campaigns with 47 marketing teams and push more than 500 Marketing Qualified Leads into the CRM systems in just two years
Centralized all marketing activities on a single Oracle Cloud solution—previously, each country used its own marketing tools, data, and processes—eliminating spamming instances where customers such as airlines or tour operators were bombarded with the same emails from multiple Amadeus departments
Enabled end-to-end lead management from marketing through sales and closure by integrating Oracle Eloqua with various CRM systems—also enabling reporting on revenue generated from marketing activities, thereby transitioning the marketing function from a cost center to a revenue center
Integrated Oracle Eloqua with business-critical portals such as Amadeus Direct—a self-service portal for travel agents using Amadeus software—enabling marketers to capture and utilize customer data from portal registration forms and webpage tracking
Improved segmentation and targeting by providing a 360-degree view of customers, including all their digital engagements with Amadeus and by enabling marketing teams to measure and monitor the performance of email campaigns—for example, by reporting on hard and soft email bounce backs
Boosted marketing efficiency and cohesion between multi-located marketing and sales teams, thanks to the increased transparency of a global marketing platform with a seamless data flow between Oracle Marketing Cloud and CRM systems
Enhanced user support and adoption by leveraging Topliners, an Oracle Marketing Community, and by creating a private community within Topliners where Amadeus marketing employees can easily ask each other questions, share best practices, and find relevant documents—leading to a 162% year-over-year increase in user engagement
Improved reporting capability significantly, for example, by providing the ability to report on individual campaign success by global region or by customer type—such as airlines, hotels, tour operators, or ferry and cruise lines—and by enabling each country or marketer to customize reports according to their own needs
Ensured successful solution rollout and user adoption by using Oracle Cloud Learning Subscriptions from Oracle University to rapidly train marketing teams located across multiple countries—enabling them to learn anywhere, anytime, and at their own pace—and by following up with onsite training to familiarize staff with Amadeus’ Oracle Eloqua Marketing Automation customizations and best practices