Oracle Data Cloud An Introduction to DaaS for Marketing Jorge Toledo Senior Director Latin America Oracle Marketing Cloud
The Digital Marketing Tipping Point Draws Near Brands are investing more in digital, closing in on traditional ad spend for television, print and radio Overall Consumer Marketing Budgets 2014 Traditional TV, print, and radio 20% Overall Budget Digital Marketing 12% Overall Budget Source: Forrester 2 of 3 CMOs say they will invest 25% or more of budget in digital next year. -Accenture Oracle Confidential - 2
3 Oracle Confidential - Despite Potential, Consumers Receive Broken Digital Experiences As they move from channel to channel, companies treat consumers as if they re brand new WEB MOBILE DISPLAY Two Days Pass Customer purchases headphones Thank you email 78% of customers don't receive a tailored, cohesive experience across channels. -Accenture
A data-driven business What does it look like? Questions Data Needs. Outcome Marketing Who should I prospect, how do I segment? What should I say? What programs are working? Shopping interest data Past transactions Sales impact Prospect audiences with right ads and content across any channel Sales Am I talking to the right person in the org? What are all the ways I can get in contact with them? Business data Linked social handles Improve sales efficiency with better leads and insights Service/CI What are customers saying about my products/brand? What trends should I be aware of? What they say What they share Increase retention with better social listening and signal extraction IDC Visit us at IDC.com and follow us on Twitter: @IDC 7/8/2015 Copyright 2014 Oracle and/or its affiliates. All rights reserved. Oracle Confidential Internal/Restricted/Highly Restricted 4
Data makes it clearer to understand the value of your marketing, but data can also be the source of challenges Data In Data In Disconnected Disconnected Data Out Data Out Not enough accurate data to truly understand the full view of your consumer. Data is not connected across channels/devices to give a single picture of the consumer. You re unable to effectively measure the impact of datadriven marketing assets on sales. 5
What is a DMP?: Data Ingest Multiple sources aggregated into a single, centralized platform Deployment Ease Get started fast with easy to deploy self-service tools Maintain control and fit into your operational workflow Flexible Audience Creation Capture variables such as SKUs, price points, model #s Access 3rd party data assets for prospecting On the Fly Onboard Onboard online data in real time Onboard offline CRM files in <24 hours Onboard web analytics and internal data points instantly In a nutshell Ask about onboarding data from multiple sources, linking to hashed personally identifiable information (PII)/email, and true on the fly data onboarding and transfer. Copyright 2015, Oracle and/or its affiliates. All rights reserved. Oracle Confidential - Restricted 6
What is a DMP?: Add Meaning Classify, analyze, and model your audiences Classification Look-Alike Modeling Work with classification experts to define a granular and intuitive taxonomy Leverage easy-to-use classification tools Analyze Complement 1 st party audiences with 3 rd party data Model your best converters to scale prospecting and increase conversion rates Audience Analytics Leverage private and public categories for analytics, audience optimization, and campaign strategy Drive ROI Optimize In a nutshell Ask about breadth and depth of data for analytics and modeling Copyright 2015, Oracle and/or its affiliates. All rights reserved. Oracle Confidential - Restricted 7
What is a DMP?: Data Activation Activate audiences via an open platform Open Platform 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 Data Unchained True cross-channel data activation occurs when data is separated from execution Deliver customer-centricity with personalized marketing In a nutshell Ask about the true scale of activation not only multiple partners and channels but also deep integrations with strong overlap and coverage Copyright 2015, Oracle and/or its affiliates. All rights reserved. Oracle Confidential - Restricted 8
What a DMP Is NOT x Demand-side platform (DSP): DMPs can be media agnostic x Just for cookies: DMPs manage identity and data across channels x A tag manager: DMPs can also ingest server-to-server data x Just infrastructure: DMPs are central to your marketing team x An analytics and data warehouse: DMPs activate data x Just software: DMPs should provide marketing intelligence x A closed ecosystem: DMPs free your data Copyright 2015, Oracle and/or its affiliates. All rights reserved. Oracle Confidential - Restricted 9
Oracle Data as a Service Data Informing Smarter Actions Everywhere Online Mobile Email Display Social In Store TV Radio Direct Mail Behavioral Data What Consumers Do Target Social Data What Consumers Say Oracle Identity Graph Personalize Purchase Data What Consumers Buy Measure Oracle Commerce Cloud Oracle Social Cloud Oracle Marketing Cloud Oracle Sales Cloud Oracle Service Cloud 10
Oracle Data Cloud aggregates more data into a single location, creating more convenience for marketers in a data-driven world Your Data Your Partner Data Branded 3 rd Party Your 1 st party data available via OnRamp Available via Private Data Marketplace Online Behavioral Mobile Behavioral Demographic Interest Lifestyle In-Market More Category Purchase: Auto, Retail, CPG, more Purchase Intent Buyer Behaviors Lifestyle Offline Purchase 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 11
The Oracle ID Graph enables you to think about connected campaigns rather than unique interactions, across all marketing channels. Postal IDs Cookie IDs Social IDs Email IDs Mobile IDs 12
The Oracle ID Graph Connects an Individual Customer to All Channels & Devices ORACLE ID GRAPH
Key Use Cases 14 Oracle Confidential -
Key Use Cases Re-engage the Unsubscribed Customer Identify and Model to Find Your Best Prospects Target the Prospective Customer vs the Converter Retarget those Not Responding to Email Reach Unsubscribed Customize messaging to reengage lapsed customers Recapture users that have previously unsubscribed Leverage Lookalike Modeling 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 Eliminate Converters and Responders Improve the customer experience by delivering relevant messaging Eliminate redundant costs and blanket messaging Persistence Pays Use other channels Improve conversion rates Retain communication with potential customers
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 IDEAL CUSTOMER Income range: $100k $150k Purchase history: 1 pair of hiking boots Behaviors: Viewed micro-fleece product; submitted question Business Outcomes Improve conversion rate Improve customer lifetime value
Personalized Retargeting: Keep Relevant Products Top-of-Mind More intelligently engage your customers by mapping ads to products in which they ve expressed affinity RETARGET WITH DISPLAY AD IDEAL CUSTOMER Customer ignores email promotion, but browses bag section of site Behaviors: Viewed large blue totebag; viewed small red totebag Past Purchase Price: $100 Income Range: $80k 90k Business Outcomes Convert abandoned purchases Accelerate purchase paths
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 IDEAL CUSTOMER Behaviors: Wrote review about headphones; shared on website Geography: New York Business Outcomes Increase customer lifetime value Drive larger share of wallet
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 BUSINESS OUTCOMES Eliminate redundant costs Ensure consistent cross-channel experience
Pre-Integrated Cross-Channel Data Activations Ad targeting, site customization, testing, lookalike modeling, etc. Media Partners (Mobile) Ad Serving Partners Native and Search Partners Data App Partners (Modeling) Data Activation Media Partners Ad Customization/Website Site Optimization Attribution Oracle Confidential 20