Winning audience plans - Oracle · 12 Oracle Data Cloud Winning audience plans Oracle Data Cloud Winning audience plans 13 3 Existing customers Prospect customers Tailor your message

Cut waste. Drive results.

Winning audience plans

32 Oracle Data Cloud | Winning audience plansOracle Data Cloud | Winning audience plans

What is audience planning?

Four steps to win

Defining objectives

Inspirational audience plans Automotive FMCG FMCG Retail Financial Services Media & Entertainment Retail Technology Telco Travel

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Table of contents In this toolkit you'll learn:

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WHAT IS AUDIENCE PLANNING? It’s putting your customer first

Remember that old saying from Sales, “Put the customer first”? Well, in audience planning, think “audience first.” And that means separate audience from media. Placement doesn’t drive people, but connecting with them does.

Set your objective, then let your data do what it does so well: define and identify your best potential targets.

Now you can cut waste, be relevant and drive resultsMore on that in a bit

For now, just remember to set yourself up with a competitive advantage by putting first things first: your audience of customers and prospects.


Here are four steps to a winning audience planOur team of brand strategists and data scientists with deep vertical knowledge will help you:

Unlock the potential of first-party data

Win by knowing more about your customers and prospects

Tailor your message to your audience

Align your audiences to your KPIs

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1Unlock the power of first-party data and reach them across their touchpointsYou may already have a trove of data on your customers. Reaching your high-value customers across channels is a key component to a winning, data-driven strategy. And today, through onboarding, you can accurately assign a desktop or mobile ID to a customer, so you can connect with them more deeply across all their touchpoints.

This gives customers a more holistic brand experience. One more likely to engender engagement and loyalty.

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2Win by knowing more about your customers and prospectsIt’s a fact: Brands win when they know more than their competition does. Start with your objective rather than broad-based targeting and use third-party data for deep insights and a smarter, more efficient play. Whether it’s taking your best customer segment and finding prospects who act like them, or have a better understanding of what your customer looks like outside the transaction to maintain loyalty.

Relevant reach, not just reach, is the way to deeper connections that help drive sales.


Your first-party data

• Been a loyal customer for 5+ years

• Regularly uses 3+ devices

• Purchases premium products & services

• Pays with a credit card

Third-party data enhancement

• Director, Sales

• Children in the household

• Shops online

• Music fan


3Existing

customers

Prospectcustomers

Tailor your message to be relevant to your audienceEnsure that the creative messaging is a match for the audience you’ve worked hard to build. The importance of relevance can’t be overstated. Look at the data insights and listen to what they’re telling you. If you learn that your non-buyers are vastly different from your best buyers, it’s common sense that one message won’t work for both.

It’s critical to recognise key differences between audience segments and then apply brand and message relevance.


4Align your audience with your KPIsWhen crafting your audience, keep in mind the KPIs you are trying to achieve. If you want to gain competitive share, you don’t want to go after your loyal customers. Similarly if you are trying to drive loyalty and incremental sales then non-buyers of your brand aren’t a good starting point. This helps ensure you minimise waste and drive results.

Aligning your audiences to success metrics isn’t a nice to have, it’s a must have.



DefineObjective

GET MORE CUSTOMERS

Acquisition

Conquest

Win-back

GET MORE FROM YOUR CURRENT CUSTOMERS

Upsell

Cross-sell

Retention/Loyalty

Use a breadth of data to connect more meaningfully with your customers and prospects

Start with your objective

Purchase-based(e.g., premium tech buyers)

Online behaviour (e.g., Interest in Tech News)

Demographics(e.g., Presence of Children)

Device data(e.g., Android OS)

Lifestyle/Interests(e.g., Sports Fans)

In-Market(e.g., In-Market for Smartphone)

16 Oracle Data Cloud | Winning audience plans


AutomotiveAutomotive

OBJECTIVE:Find prospective buyers for a new vehicle model

STRATEGY:Reach households likely to consider your model given their purchase and lifestyle characteristics

KPIs:Increased online consideration, driving pre-sales leads

Lifestyle/InterestsThose likely to consider the target vehicle, auto enthusiasts

SAMPLE AUDIENCE PLAN

Auto ownership dataHouseholds owning competitive brands and car ownership

Build custom audiencesCreate audience around signals such as competitor car models

Need an expert? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline today.

OBJECTIVE:Drive ongoing sales for a vehicle brand’s key models

STRATEGY:Reach in-market shoppers for the target brand and key competitors

KPIs:Brand site interactions, online lead acquisition

Build custom audiencesLook-alike audiences of vehicle owners


In-MarketCustomers in-market for specific brands or model type

Have questions? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline for fast answers.

Look-alike modelling 360Leverage 1st party signals such as brochure downloads or store locators to find new audiences who express similar attributes

Look-alike modelling 360Leverage 1st party signals from a campaign microsite to find new audiences who express similar attributes


FMCG

OBJECTIVE:Acquire new customers for the launch of a new yogurt brand

STRATEGY:Target buyers of competitive yogurt brands

KPIs:Increased penetration

Purchase-basedBuyers of competitive brands and high frequency grocery category purchasers

Build custom audiencesCreate a custom audience around specific lifestyle or lifestage audiences


Online behaviourUsers consuming content around yoga, fitness and nutrition


DemographicIdentify demo attributes such as families with young kids

FMCG

OBJECTIVE:Steal market share from leading laundry-brand competitor

STRATEGY:Reach competitive laundry customers and hold on to current buyers

KPIs:Increased penetration

Purchase-basedBuyers of leading laundry brand

Build custom audiencesConsumers searching for stain-removal content


Purchase-basedBuyers of competitive brands

DemographicHouseholds with kids



FMCG Retail

OBJECTIVE:Drive health and beauty category sales in a supermarket

STRATEGY:Target active category buyers and reach relevant households likely to engage

KPIs:Increased penetration, sales amongst category buyers and total store buyers

Lookalike modelling 360Leverage 1st party signals from e-commerce website to find audiences expressing similar attributes


Visa Audiences powered by OracleIdentify heavy purchasers of health and beauty products

In-market audiencesUsers who are intending to buy beauty and health products


Lifestyle/BehaviorWorking professionals, healthy and fit

FMCG Retail

Seasonal/Event-basedTop Christmas spenders, Christmas entertainers

Custom audiencesConsumers of relevant seasonal and Christmas content (recipes, gift ideas, home decorating, etc.)


Look-alike modelling 360Leverage website 1st party data to find users who look similar to your current Christmas shoppers

Visa Audiences powered by OracleReach Christmas shoppers based on Visa purchase data

OBJECTIVE:Acquire new shoppers and drive incrementality within existing shoppers during the Christmas season

STRATEGY:Reach new and existing shoppers with relevant Christmas offers

KPIs:Incremental sales and basket size, increased penetration



Look-alike modelling 360Leverage 1st party data to find users who look similar to current customers

Financial Services

OBJECTIVE:Drive awareness of a credit card’s new travel and hotel benefits

STRATEGY:Reach current cardholders on relevant channels

KPIs:Benefit enrollment lift, channel engagement


Lifestyle/InterestsCardholders engaging with activities associated with benefits


Visa Audiences powered by OracleFrequent travelers from Visa transactional data

Financial Services

OBJECTIVE:Drive home insurance sales from your auto insurance customers

STRATEGY:Reach your auto insurance customers on relevant channels with home insurance messaging

KPIs:Home insurance acquisitions, completed forms, channel engagement

Purchase dataReach users whose home insurance is up for renewal

Build custom audiencesIdentify users who are actively researching competitor insurance providers


In-MarketCustomers who are in-market for a new home

Lifestage audiencesIdentify relevant lifestages, such as newlyweds looking for a new home


Visa Audiences powered by OracleIdentify users already engaging with competitor brands, as well as travel benefits


Media & Entertainment

OBJECTIVE:Increase awareness for the release of a new movie

STRATEGY:Reach avid film viewers based on cinema purchase data or consumers currently interested in television shows

KPIs:Ticket sales, video completion

Visa Audiences powered by OracleIdentified frequent cinema goers from Visa purchase data

Build custom audiencesFind users engaging with content around competitor movie releases and similar genres

Geo-behavioralFind users who regularly visit cinemas, based on geo behaviours


Demographic audiencesIdentify relevant demographics, such as parents with kids


Media & Entertainment

OBJECTIVE:Target hardcore gamers with a new video game release

STRATEGY:Reach video game enthusiasts and console gamers

KPIs:Gross subscriber adds, maintenance of existing customer base, channel engagement

In-MarketUsers interested in video games and self-identify as gamers

Build custom audiencesFind users who are engaging with competitive games and similar genres


DemographicsMillennials and families with multiple kids, high net worth

Look-alike modelling 360Identify high spenders of video games



Retail

OBJECTIVE:Drive awareness and gain new customers for men’s eCommerce brand

STRATEGY:Target secondary audience likely to purchase product for someone else

KPIs:Incremental sales, increased penetration, channel engagement

Visa Audiences powered by OracleVisa Luxury and Department store purchasers

Build custom audiencesFashion trend content viewers


Purchase-basedFather’s Day shoppers

Lifestyle/InterestsFashionistas, trendy and fashionable women


Retail

OBJECTIVE:Reactivate and retain past eCommerce purchasers of apparel/home brand

STRATEGY:Target lapsed customers likely to buy again

KPIs:Incremental sales, maintenance of existing customer base

Visa Audiences powered by OracleIdentify high spenders across your brand and competitor set


Build custom audiencesIdentify users searching for your brand and competitors

In-Market audiencesThose in-market for fashion/home goods

Look-alike modellingLeverage first party data to find users who look similar to website purchasers



Technology Technology

OBJECTIVE:Increase awareness of a new high-tech product launch

STRATEGY:Identify and reach tech product early adopters and in-market phone shoppers

KPIs:Penetration, channel engagement

Visa Audiences powered by OraclePurchasers of computer products and gadget lovers

Build custom audiencesCustom keyword-based audiences to target shoppers engaging with the brand and product


In-MarketUsers who recently searched for information on new phones

Lifestyle/InterestsEarly adopters, high-tech consumers

OBJECTIVE:Acquire new customers during Christmas for a new line of consumer technology products

STRATEGY:Leverage seasonal audiences to grow market share and capture in-market gift shoppers

KPIs:New purchasers, channel engagement

Build custom audiencesKeyword-based audiences to reach the most relevant shoppers

Christmas/Event basedSpecific Christmas audiences such as Big Spenders and Christmas shoppers


Purchase-basedThose who purchase related devices, accessories and services

In-MarketThose researching video games, laptops, tablets, phones, wearables




Telco

OBJECTIVE:Drive awareness of new phone launch to increase customers and new sales

STRATEGY:Reach potential new customers with branding and awareness messaging

KPIs:Phone sales, gross subscriber additions, channel engagement

Build custom audiencesIdentify users seeking content related to the mobile phone, as well as competitor Telcos

In-market audiencesIdentify users who are in-market for a new phone

Visa Audiences powered by OracleIdentify premium brand tech buyers


Lifestyle/InterestsUsers engaging with related content (e.g., phone launch event, technology blog)


Telco

OBJECTIVE:Steal market share from competitors and drive net-new subscribers

STRATEGY:Target users from competitive brands

KPIs:Gross subscriber additions, channel engagement

Build custom audiencesUsers consuming phone and carrier content


In-MarketUsers actively looking for competitive brands in-market

Visa Audiences powered by OracleConsumer electronics shoppers

LifestagesPeople looking for a new phone or plan based on life event



Travel Travel

OBJECTIVE:Increase awareness of new hotel location opening

STRATEGY:Reach users in-market for travel to specific destinations on relevant channels

KPIs:Hotel bookings lift, channel engagement

Visa customAudiences based on custom parameters such as spending at competitive hotels

In-MarketUsers who are in-market for hotels in the specific geographic location


Build custom audiencesUsers interacting with content related to the destination

Lifestyles and demoThose in specific segments such as leisure travelers and frequent flyers

OBJECTIVE:Gain new travelers for family-friendly cruise line

STRATEGY:Reach families with young children with special offers and cruise feature messaging

KPIs:Special-offer bookings, channel engagement

DemographicsFamilies with young children

Build custom audiencesPeople engaging with content related to family vacations


Lifestyle and demoLeisure travelers who have children

In-MarketIn-market prospects for cruises




Audiences created just for youOracle audiences are built from the best in online-interest, online-intent and past-purchase data. We’ve localised the taxonomy so it’s specific to the UK and organised the audiences by vertical, making it easier to find the relevant audiences you need.

Oracle audiences benefits

Put Oracle audiences to workNo matter the industry, we have audiences to support your campaign needs. Access localised audiences across all of the following industry verticals:

• Auto• B2B• Consumer technology• CPG/FMCG• Demographic• Dining

• Financial services• Lifestyles• Media & entertainment • Retail• Telco• Travel

Audiences built from:

• The best signal across the Oracle Data Cloud brands AddThis BlueKai Datalogix

• A combination of the bestOnline-interest dataOnline-intent data Past-purchase data

United Kingdom United KingdomOracle Audiences Oracle Audiences

Oracle audiencesAuto

Aftermarket

In-market

Interest

Owners

B2B

Demographic

Firmographic

CPG/FMCG

Interest

Purchase-based

Consumer technology

In-market

Interest

Ownership

Demographic

Age broad

Gender

Household composition

Housing attributes

Marital status

Financial services

Banking

Credit cards

Financial planning

Insurance

Investing

Loans

Real estate

Hobbies & interests

Beauty & style

Education & career

Health & fitness

Hobbies

Home & garden

Internet & online activities

Outdoor activities

Parenting & family

Pets

Politics & society

Science & humanities

Shopping

Life stages & events

Education & career

Family & children

Moving

Weddings

Lifestyles

Discretionary spenders

Enthusiasts

Moms

Parents

Media & entertainment

Events & attractions

Movies

Music

News & current events

Sports

Streaming media & downloads

Television

Video games

Restaurants

Cuisine type

Dining type

Retail

In-market

Purchase-based

Shopping styles

Seasonal & holidays

Fall

Spring

Summer

Winter

Telecommunications

In-market

Travel

In-market

Interest

In addition to Oracle audiences, access locally relevant branded data providers in our marketplace. Reference the Data Directory for more details »

Scale: Our UK offering is optimised to surface audiences with meaningful scale

Discoverability and localisation: Oracle audiences are optimised for search, making the buying experience easier

Relevancy: New audiences are tailored to vertical specific needs

Cost effective: Country-specific rates are aligned with the relative cost of digital media in the UK


Leverage the world’s largest data marketplace

90

$3T

45K+

of the top 100 Global Advertisers

consumer transactions

syndicated audiences

Global IDs

Global B2B IDs

reach of media landscape

5B+

1B

99%


We also have a comprehensive suite of B2B data solutions and services

Company type/size/title

Account past purchase

Account-based

B2B events

Reach out to The Data Hotline www.oracle.com/thedathotline for your customised B2B audience planning toolkit today.

Connect more deeply with your audience and wonderful things happen.

Let’s make it happen for you.

oracle.com/thedatahotline | Turn big ideas into great campaigns

Copyright © 2017, Oracle Corporation and/or its affiliates. All rights reserved. Last Modified: September 14, 2017 1:17 PM

Oracle Data Cloud | @OracleDataCloud

Oracle Data Cloud delivers the richest understanding of consumers across both digital and traditional channels based on what they do, what they say and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing.

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Winning audience plans - Oracle · 12 Oracle Data Cloud Winning audience plans Oracle Data Cloud Winning audience plans 13 3 Existing customers Prospect customers Tailor your message