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Oracle Data Cloud An Introduction to DaaS for Marketing…

Jorge Toledo Senior Director Latin America Oracle Marketing Cloud


Overall Consumer Marketing Budgets 2014

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The Digital Marketing Tipping Point Draws Near Brands are investing more in digital, closing in on traditional ad spend for television, print and radio

Traditional TV, print, and radio

Source: Forrester

20% Overall Budget

12% Overall Budget

Digital Marketing

2 of 3 CMOs say they will invest 25% or

more of budget in digital next year.

-Accenture

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Despite Potential, Consumers Receive Broken Digital Experiences

WEB

of customers don't receive a tailored, cohesive experience

across channels.

78% Customer purchases

headphones Thank you email

MOBILE DISPLAY

Two Days Pass

As they move from channel to channel, companies treat consumers as if they’re brand new

-Accenture

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Marketing

Service/CI

Sales

A data-driven business… What does it look like?

• Increase retention with better social listening and signal extraction

• Improve sales efficiency with better leads and insights

• Prospect audiences with right ads and content across any channel

• What they say

• What they share

• Business data

• Linked social handles

• Shopping interest data

• Past transactions

• Sales impact

• Who should I prospect, how do I segment?

• What should I say?

• What programs are working?

• What are customers saying about my products/brand?

• What trends should I be aware of?

• Am I talking to the right person in the org?

• What are all the ways I can get in contact with them?

Questions… Data Needs…. Outcome…

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Data is not connected across channels/devices to give a single

picture of the consumer.

You’re unable to effectively measure the impact of data-

driven marketing assets on sales.

Not enough accurate data to truly understand the full

view of your consumer.

Disconnected Data Out Data In

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Data makes it clearer to understand the value of your marketing, but data can also be the source of challenges

Disconnected Data Out Data In

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Multiple sources aggregated into a single, centralized platform

What is a DMP?: Data Ingest

•Get started fast with easy to deploy self-service tools

•Maintain control and fit into your operational workflow

Deployment Ease

•Onboard online data in real time

•Onboard offline CRM files in <24 hours

•Onboard web analytics and internal data points instantly

On the Fly Onboard

•Capture variables such as SKUs, price points, model #s

•Access 3rd party data assets for prospecting

Flexible Audience Creation

Ask about onboarding data from multiple sources, linking to hashed personally identifiable information (PII)/email, and true on the fly data onboarding and transfer.

In a nutshell

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Classify, analyze, and model your audiences

What is a DMP?: Add Meaning

• Work with classification experts to define a granular and intuitive taxonomy

• Leverage easy-to-use classification tools

Classification

• Leverage private and public categories for analytics, audience optimization, and campaign strategy

Audience Analytics

•Complement 1st party audiences with 3rd party data

•Model your best converters to scale prospecting and increase conversion rates

Look-Alike Modeling

Ask about breadth and depth of data for analytics and modeling

In a nutshell

Analyze

Optimize Drive ROI



Activate audiences via an open platform

What is a DMP?: Data Activation

•Send audience segments to 200+ data activation partners across 10+ channels via DMP integrations

•Ensure high data transfer volume – Oracle DMP processes over 7.9 trillion data events and 30 billion ID swaps every month

Open Platform •True cross-channel data

activation occurs when data is separated from execution

•Deliver customer-centricity with personalized marketing

Data Unchained

Ask about the true scale of activation–not only multiple partners and channels but also deep integrations with strong overlap and coverage

In a nutshell



What a DMP Is NOT

x Demand-side platform (DSP): DMPs can be media agnostic

x A tag manager: DMPs can also ingest server-to-server data

x An analytics and data warehouse: DMPs activate data

x A closed ecosystem: DMPs free your data


x Just for cookies: DMPs manage identity and data across channels

x Just infrastructure: DMPs are central to your marketing team

x Just software: DMPs should provide marketing intelligence


Oracle Data as a Service

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Data Informing Smarter Actions Everywhere

Oracle Social Cloud

Oracle Sales Cloud

Oracle Service Cloud

Oracle Commerce Cloud

Oracle Marketing Cloud

Online TV Radio Direct Mail Display Social Mobile Email In Store

Oracle Identity Graph

Target Personalize

Behavioral Data What Consumers Do

Social Data What Consumers Say

Purchase Data What Consumers Buy

Measure


Oracle Data Cloud aggregates more data into a single location, creating more convenience for marketers in a data-driven world

• 41 of the top 50 global data providers provides a unified view of your consumer

• Who: age, demo

• Say: social

• Do: online, behavioral

• Buy: offline, transactional

• 1 billion global consumer profiles

• $2 trillion on 10 billion consumer transactions

• 110mm US households

• 229mm device ID’s

• 240mm business profiles Branded 3rd Party

Your Data

Your Partner Data

• Online Behavioral • Mobile Behavioral • Demographic

• Interest • Lifestyle • In-Market • More

• Offline Purchase

• Category Purchase: Auto, Retail, CPG, more

• Buyer Behaviors • Purchase Intent

• Lifestyle

• Your 1st party data available via OnRamp™

• Available via Private Data Marketplace™


The Oracle ID Graph™ enables you to think about connected campaigns rather than unique interactions, across all marketing channels.

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Mobile IDs

Cookie IDs Postal IDs

Email IDs

Social IDs


The Oracle ID Graph Connects an Individual Customer to All Channels & Devices

ORACLE ID GRAPH



Key Use Cases


Key Use Cases Re-engage the

Unsubscribed Customer

Customize messaging to re-engage lapsed customers

Recapture users that have previously unsubscribed

Reach Unsubscribed

Identify and Model to Find

Your Best Prospects

Identify the prospective customer that look like your best customers

Build your own list and fill the top of your funnel with look-alike audiences

Leverage Lookalike Modeling

Target the Prospective

Customer vs the Converter

Improve the customer experience by delivering relevant messaging

Eliminate redundant costs and blanket messaging

Eliminate Converters and Responders

Retarget those Not Responding to Email

Improve conversion rates

Retain communication with potential customers

Persistence Pays – Use other channels


Customer Acquisition: Discover Better Top-of-Funnel Prospects Tap into 700 million customer profiles and 40,000 data attributes to connect with more ideal customers

Income range: $100k – $150k

Purchase history: 1 pair of hiking boots

Behaviors: Viewed micro-fleece product; submitted question

IDEAL CUSTOMER

Improve conversion rate

Improve customer lifetime value Business

Outcomes


Personalized Retargeting: Keep Relevant Products Top-of-Mind More intelligently engage your customers by mapping ads to products in which they’ve expressed affinity

Behaviors: Viewed large blue totebag; viewed small red totebag

Past Purchase Price: $100

Income Range: $80k – 90k

IDEAL CUSTOMER Customer ignores email promotion,

but browses bag section of site

RETARGET WITH DISPLAY AD

Convert abandoned purchases

Accelerate purchase paths Business

Outcomes


Retention Marketing: Tailored Messaging Drives Cross-Sell Revenue More intelligently engage your customers and deliver the right message at the right time in their lifecycle

Behaviors: Wrote review about headphones; shared on website

Geography: New York

IDEAL CUSTOMER

Increase customer lifetime value

Drive larger share of wallet Business

Outcomes


Break Down Marketing Silos: Optimize Digital Spend Streamline costs by avoiding duplicative marketing data and applications

All Marketing Data All Customer Interactions

Oracle DMP + Cross-Channel Marketing

Eliminate redundant costs

Ensure consistent cross-channel experience BUSINESS

OUTCOMES


Pre-Integrated Cross-Channel Data Activations

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Ad targeting, site customization, testing, lookalike modeling, etc.

Attribution

Ad Serving Partners

Native and Search Partners

Media Partners (Mobile)

Data App Partners (Modeling)

Ad Customization/Website Site Optimization

Media Partners Data

Activation

Oracle Data Cloud viewed small red totebag Past Purchase Price: $100 Income Range: $80k – 90k...

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