It all starts with a unified profile.
The Oracle Unity analytics dashboard shows campaign and non-campaign customer engagement data in one place. The last 30 days of activity reveals average order values increasing (great!), but total orders numbers decreasing. Let’s find out why?

First, let’s determine which channels are working.

Across all live and past campaigns, and non-campaign interactions, email is the best performing channel. Online and in-store revenues and number of orders appear to be evenly split.

In looking at the details for all campaigns running for the last 30 days, let’s investigate this campaign which has a high click rate but lowest conversion rate.

Click “Details”

With Oracle Unity, you can compare underperforming campaigns (highlighted in yellow here) with better performing campaigns from the same time period.

Click campaign to analyze

Click “Conversion rate”

Compare metrics for multiple campaigns in one place.

Here, it looks like our campaign isn’t resonating with female customers that have a high lifetime value and live in California.

You can take action from within the analytics tool itself. For example, you can create a segment from here.

Click “Create segment”

You have created the segment.

To add more precision to the segment, we can use the “smart data” tab where we have more than 50 ready-to-use intelligent attributes.

For this segment, we can pick female customers with an average order value over $50 and high interest in the product “blouse.”

In the era of GDPR and privacy laws, you want to ensure that you exclude customers who have opted out of your marketing communications. Simply drag and drop to add an exclusion.

Drag to highlighted area below

To expand the audience you are targeting, you can bring in third-party audiences relevant to your segment. From the data enrichment area, select to include the “corporate moms” category in your segment.

Drag to highlighted area below

Next, let’s explore personalization attributes.

Click icon

While building a segment, Oracle Unity actively recommends personalization attributes based on the segment you just created.

Finally, export your segment to your destination of choice.

Oracle Unity easily integrates with marketing tools such as Oracle Eloqua Marketing Automation and Oracle Responsys Campaign Management as well as other applications, such as service, commerce, sales, and back-office applications.

Schedule segment exports on a recurring basis or create them manually—depending on what works best for you.

Click “Recurring”

Once you’ve customized your export schedule, click “Export.”