Intro to DaaS for Marketers - Center for Digital …...Title Intro to DaaS for Marketers Created Date 20160429022131Z

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IntrotoDaaS forMarketers

ShereneHilalHeadofOutboundProductOracleMarketingCloud&OracleDataCloudApril28th,2016

Confidential– OracleInternal/Restricted/HighlyRestricted

@OracleDataCloud #MME15


@_____________ #MME16

• CRM• Online• Media

• Openweb• Closedweb• Crossdevices

• Accuracy• Overlap• Known+anonymous

Disconnected DataOutDataIn

2

Marketingchallengesofbigdata

Disconnected Data OutDataIn


@_____________ #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”


@_____________ #MME16

Sowhat?

Confidential– OracleInternal/Restricted/HighlyRestricted 4


@_____________ #MME16

DATA CLOUD

Online TV Radio DirectMailDisplay SocialMobile Email InStore

BehavioralDataWhatConsumersDo

OracleID-Graph

Target Personalize Measure

SocialDataWhatConsumersSay

PurchaseDataWhatConsumersBuy

OracleMarketingCloud

OracleCommerceCloud OracleSocialCloud OracleSalesCloud OracleServiceCloud


@_____________ #MME16

OracleConfidential– Internal/Restricted/HighlyRestricted 6

$3TTransaction

data

Dataproviders

Userprofiles

Websites

TheLeadingGlobalDataInOnePartner

200DirectDigitalMediaIntegrations

OracleDataCloudValueChain

1,500

3Billion

15mm

700MM+emails

130MM+HHs

300MM+MAIDs

3B+cookies


@_____________ #MME16

EXCLUS

IVITY

SCALE

PRIVATE

PUBLIC

CUSTOMS

MODELS

WhatistheproblemDaaS aimstosolve?


@_____________ #MME16

DynamicEnrichment


Increase Response With Enhanced Personalization

Optimize NewSubscriber Acquisition

MitigateDeliverability Risk


@_____________ #MME16

Measurement


OfflineSalesLift

AudienceVerification


@_____________ #MME16

10

MobileIDs

CookieIDsPostalIDs

EmailIDs

SocialIDs

TheOracleIDGraphTM


@_____________ #MME16

11

OracleDataCloud:productdevelopmentthemes

Cross-DeviceMeasurement

Say,Do,Buy(andGo)

TVAnalytics+Measurement

MobileAppFocus(id,data)

BeyondB2BDemographics


@_____________ #MME16


EmbeddedApps

PartnerIntegrations

IDGraph

Dataaccuracy,addressability,scale

DaaS +OracleMarketingCloud


@_____________ #MME16

13

Summary

• Datahasinherentvalue;DataasaService(decoupledfromapplications),isanewwaytoconnectthegrowingworldofbusinessapplications

• Datacanunifycustomerandaudienceintelligence

• Datadeliversaconsistentexperience acrosschannel• IDgraphisthekeytoawinningDaaS strategy

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Copyright©2016, Oracleand/oritsaffiliates.Allrightsreserved.| Confidential– OracleInternal/Restricted/HighlyRestricted 14


DMP101

ShereneHilalHeadofOutboundProductOracleMarketingCloud&OracleDataCloudApril28th,2016

Confidential– OracleInternal/Restricted/HighlyRestricted

@OracleDataCloud #MME15


@_____________ #MME16


ConnectOnlineandOfflineInteractionsto

OneCustomer

BridgeAnonymousandKnownMarketing

CreateAdaptiveMarketingwithBehavior-

BasedOrchestration

VisionfortheOracleMarketingCloud


@_____________ #MME16

Fivepillarsofextractingadvantagefromyourdata


DataIn IDGraph ProfileAugmentation Activation Measurement


@_____________ #MME16

WhatisaDMP?:DataIngest

•Getstartedfast•Maintaincontrol•Operationalworkflow

DeploymentEase

• Ingestdata<24hrsOntheFlyOnboard

•CapturevariablessuchasSKUs,pricepoints,model#s

•3rd-partyMarketplace

FlexibleAudienceCreation

Askaboutonboardingdatafrommultiplesources,linkingtohashedpersonallyidentifiableinformation(PII)/email,andtrueontheflydataonboardingandtransfer.

Inanutshell

18OracleConfidential- Restricted


@_____________ #MME16

Ataxonomy isastructurefororganizinginformation:• Usersareclassifiedintosegmentcategories

• Segmentcategoriesareorganizedinahierarchicalstructure

• Abilitytocreateflexiblecategoriesbasedonhistoricaldata

OracleConfidential– HighlyRestricted 19

FullServiceTaxonomyCreation

1st PartyData-------------------------------

PrivateTaxonomy

3rd PartyData-------------------------------

AudienceDataMarketplace


@_____________ #MME16

WhatisaDMP?:AddMeaning

• Prescriptive

• Categorical

• Historical

• Keyword

Classification

• Mediadata

• Insightsreporting

• Attribution

AudienceAnalytics

•Ownedtechnology•Best-of-breedpartners

Look-AlikeModeling

Askaboutbreadthanddepthofdataforanalyticsandmodeling

Inanutshell

Analyze

OptimizeDriveROI



@_____________ #MME16AudienceforVerification&ExpandedReach

Verify

Learn

Understandmoreaboutanconvertingaudience

Verifyyouarereachingtherightaudience

Expand Expandyourcoreaudience

FunnelAnalysisReportAudienceProfile

AudienceDiscovery


@_____________ #MME16

WhatisaDMP?:DataActivation

•Open-Web•Closed-Web•3rd-partybandwidth

OpenPlatform•Cross-channel•Cross-device

DataUnchained

Askaboutthetruescaleofactivation–notonlymultiplepartnersandchannelsbutalsodeep integrationswithstrongoverlapandcoverage

Inanutshell



@_____________ #MME16

Sharingdata:2nd partylistings

“Classifieds”ofSecondPartyData•Exposuretoolthatfacilitatesdiscoveryof2ndpartyrelationshipsbetweenMarketers,Publishers,andDataProviders•Centralizedlocationforviewing2ndpartyassetsandestablishingdirectrelationships



@_____________ #MME16

WhataDMPIsNOT

x Demand-sideplatform(DSP):DMPscanbemediaagnostic

x Atagmanager:DMPscanalsoingestserver-to-serverdata

x Ananalyticsanddatawarehouse:DMPsactivatedata

x Aclosedecosystem:DMPsfreeyourdata


x Justforcookies:DMPsmanageidentityanddataacrosschannels

x Justinfrastructure:DMPsarecentraltoyourmarketingteam

x Justsoftware:DMPsshouldprovidemarketingintelligence


@_____________ #MME16

WhyDoINeedaDMP?

multipleonlinecampaignsacrossdifferentadnetworks,exchanges,andpublishers

Manageoverdataassets,maximizesegmentation,preventleakage,andmonitorpartnerusage

Controlniche-targeting,messagingcapabilities,andscalability

Enhanceresponse rates,conversion,andbrandrecognition

ImproveadvertisingcostsandimproveoverallROI

Efficiency



@_____________ #MME16

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Re-engageUserstoDriveMoreRetentionRevenue

Diversifymessagewithdisplayad

Deliverbrandmessageonsocialnetworks

DrivesConversion

Fillsthefunnel

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