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Copyright©2016, Oracleand/oritsaffiliates.Allrightsreserved.|
IntrotoDaaS forMarketers
ShereneHilalHeadofOutboundProductOracleMarketingCloud&OracleDataCloudApril28th,2016
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@OracleDataCloud #MME15
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@_____________ #MME16
• CRM• Online• Media
• Openweb• Closedweb• Crossdevices
• Accuracy• Overlap• Known+anonymous
Disconnected DataOutDataIn
2
Marketingchallengesofbigdata
Disconnected Data OutDataIn
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@_____________ #MME16Oracle’sTechStrategy
“SaaS”CustomerExperience
(CX)Cloud
HumanCapitalManagement(HCM)Cloud
Supply ChainManagement(SCM)Cloud
EnterpriseResourcePlanning(ERP)Cloud
EnterprisePerformanceManagement(EPM)Cloud
SoftwareasaService
“PaaS”
PlatformasaService
Java
Developer
Mobile,Messaging,Documents, Analytics
Database
DatabaseBackup
“IaaS”
InfrastructureasaService
Exadata
Exalogic
Exalytics
BigDataAppliance
SuperCluster Hardware
DataasaService
OracleDataCloud
Targeting
Measurement&Optimization
Services
DataEnhancement
“DaaS”
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Sowhat?
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DATA CLOUD
Online TV Radio DirectMailDisplay SocialMobile Email InStore
BehavioralDataWhatConsumersDo
OracleID-Graph
Target Personalize Measure
SocialDataWhatConsumersSay
PurchaseDataWhatConsumersBuy
OracleMarketingCloud
OracleCommerceCloud OracleSocialCloud OracleSalesCloud OracleServiceCloud
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@_____________ #MME16
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$3TTransaction
data
Dataproviders
Userprofiles
Websites
TheLeadingGlobalDataInOnePartner
200DirectDigitalMediaIntegrations
OracleDataCloudValueChain
1,500
3Billion
15mm
700MM+emails
130MM+HHs
300MM+MAIDs
3B+cookies
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EXCLUS
IVITY
SCALE
PRIVATE
PUBLIC
CUSTOMS
MODELS
WhatistheproblemDaaS aimstosolve?
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DynamicEnrichment
WhatistheproblemDaaS aimstosolve?
Increase Response With Enhanced Personalization
Optimize NewSubscriber Acquisition
MitigateDeliverability Risk
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Measurement
WhatistheproblemDaaS aimstosolve?
OfflineSalesLift
AudienceVerification
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10
MobileIDs
CookieIDsPostalIDs
EmailIDs
SocialIDs
TheOracleIDGraphTM
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11
OracleDataCloud:productdevelopmentthemes
Cross-DeviceMeasurement
Say,Do,Buy(andGo)
TVAnalytics+Measurement
MobileAppFocus(id,data)
BeyondB2BDemographics
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@_____________ #MME16
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EmbeddedApps
PartnerIntegrations
IDGraph
Dataaccuracy,addressability,scale
DaaS +OracleMarketingCloud
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13
Summary
• Datahasinherentvalue;DataasaService(decoupledfromapplications),isanewwaytoconnectthegrowingworldofbusinessapplications
• Datacanunifycustomerandaudienceintelligence
• Datadeliversaconsistentexperience acrosschannel• IDgraphisthekeytoawinningDaaS strategy
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Copyright©2016, Oracleand/oritsaffiliates.Allrightsreserved.|
DMP101
ShereneHilalHeadofOutboundProductOracleMarketingCloud&OracleDataCloudApril28th,2016
Confidential– OracleInternal/Restricted/HighlyRestricted
@OracleDataCloud #MME15
Copyright©2016, Oracleand/oritsaffiliates.Allrightsreserved.|
@_____________ #MME16
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ConnectOnlineandOfflineInteractionsto
OneCustomer
BridgeAnonymousandKnownMarketing
CreateAdaptiveMarketingwithBehavior-
BasedOrchestration
VisionfortheOracleMarketingCloud
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@_____________ #MME16
Fivepillarsofextractingadvantagefromyourdata
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DataIn IDGraph ProfileAugmentation Activation Measurement
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@_____________ #MME16
WhatisaDMP?:DataIngest
•Getstartedfast•Maintaincontrol•Operationalworkflow
DeploymentEase
• Ingestdata<24hrsOntheFlyOnboard
•CapturevariablessuchasSKUs,pricepoints,model#s
•3rd-partyMarketplace
FlexibleAudienceCreation
Askaboutonboardingdatafrommultiplesources,linkingtohashedpersonallyidentifiableinformation(PII)/email,andtrueontheflydataonboardingandtransfer.
Inanutshell
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Ataxonomy isastructurefororganizinginformation:• Usersareclassifiedintosegmentcategories
• Segmentcategoriesareorganizedinahierarchicalstructure
• Abilitytocreateflexiblecategoriesbasedonhistoricaldata
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FullServiceTaxonomyCreation
1st PartyData-------------------------------
PrivateTaxonomy
3rd PartyData-------------------------------
AudienceDataMarketplace
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WhatisaDMP?:AddMeaning
• Prescriptive
• Categorical
• Historical
• Keyword
Classification
• Mediadata
• Insightsreporting
• Attribution
AudienceAnalytics
•Ownedtechnology•Best-of-breedpartners
Look-AlikeModeling
Askaboutbreadthanddepthofdataforanalyticsandmodeling
Inanutshell
Analyze
OptimizeDriveROI
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@_____________ #MME16AudienceforVerification&ExpandedReach
Verify
Learn
Understandmoreaboutanconvertingaudience
Verifyyouarereachingtherightaudience
Expand Expandyourcoreaudience
FunnelAnalysisReportAudienceProfile
AudienceDiscovery
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WhatisaDMP?:DataActivation
•Open-Web•Closed-Web•3rd-partybandwidth
OpenPlatform•Cross-channel•Cross-device
DataUnchained
Askaboutthetruescaleofactivation–notonlymultiplepartnersandchannelsbutalsodeep integrationswithstrongoverlapandcoverage
Inanutshell
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Sharingdata:2nd partylistings
“Classifieds”ofSecondPartyData•Exposuretoolthatfacilitatesdiscoveryof2ndpartyrelationshipsbetweenMarketers,Publishers,andDataProviders•Centralizedlocationforviewing2ndpartyassetsandestablishingdirectrelationships
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WhataDMPIsNOT
x Demand-sideplatform(DSP):DMPscanbemediaagnostic
x Atagmanager:DMPscanalsoingestserver-to-serverdata
x Ananalyticsanddatawarehouse:DMPsactivatedata
x Aclosedecosystem:DMPsfreeyourdata
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x Justforcookies:DMPsmanageidentityanddataacrosschannels
x Justinfrastructure:DMPsarecentraltoyourmarketingteam
x Justsoftware:DMPsshouldprovidemarketingintelligence
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WhyDoINeedaDMP?
multipleonlinecampaignsacrossdifferentadnetworks,exchanges,andpublishers
Manageoverdataassets,maximizesegmentation,preventleakage,andmonitorpartnerusage
Controlniche-targeting,messagingcapabilities,andscalability
Enhanceresponse rates,conversion,andbrandrecognition
ImproveadvertisingcostsandimproveoverallROI
Efficiency
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@_____________ #MME16
Don’tmissouton20%savings!
SUBSCRIBE
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Clicksonthead
SAVE20%
EMAILCOUPON
SAVE20%
GETCOUPON
Don’t missoutonthesesavings!
Clicksonthead
Re-engageUserstoDriveMoreRetentionRevenue
Diversifymessagewithdisplayad
Deliverbrandmessageonsocialnetworks
DrivesConversion
Fillsthefunnel
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