Scenario: A marketing manager in a division of a financial services company arrives in the morning to find an email alert generated from Oracle Marketing Analytics that shows that there are a sizable number of high-value customers that are at risk of churn.

The marketing manager drills into the report and looks at deeper information about those customers, including the number of other products they own, current and predicted lifetime value, customer satisfaction levels, and a snapshot of recent transaction history. Based on this information, the marketing manager uses the Segment Designer feature to create a segment of high-value and at-risk customers, adds it to a retention program, and submits a budget request for approval to his marketing executive.

The marketing executive receives notification, consults Oracle Marketing Anaystics dashboard that shows how much budget is available, how much has been spent, pending requestes against the available budget. After reviewing the effectiveness of previous retention programs run by the marketing manager, approves the budget request. The marketing manager executes the call center campaign to promote the retention offer.

The marketing manager uses Oracle Marketing Analytics to track the progress of the campaign in real time, including number of customers contacted, offer acceptance and rejection rate, and performance by call center agent. At the conclusion of the campaign, the effectiveness of the retention marketing plan across the division for the quarter will show the actual versus budgeted expense, response rate by each retention tactic and overall campaign ROI based on customers that were retained.