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Join Datacratic for the Profiling of Engagers and Converters with Audience Analytics and Look-alike Modeling discussion at the conference. How much are you able to learn about your current email and site converters? Do you have a way to extract learned attributes of your best audiences to guide and optimize your audience profile and personas? In this session, we will do deep dive into audience analytics capabilities that will help you discover new audiences and drive additional scale for digital marketing programs.
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Lookalike Modeling Panel Discussion
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Sherene Hilal Product Lead Oracle, Oracle Data Cloud July 18, 2014
Presented with
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Safe Harbor Statement The following is intended to outline our general product direcNon. It is intended for informaNon purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or funcNonality, and should not be relied upon in making purchasing decisions. The development, release, and Nming of any features or funcNonality described for Oracle’s products remains at the sole discreNon of Oracle.
Oracle ConfidenNal – Internal/Restricted/Highly Restricted 2
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Program Agenda
Panelist IntroducNons
Lookalike Modeling Overview
Panel Discussion
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Oracle ConfidenNal – Internal/Restricted/Highly Restricted 3
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Program Agenda
Panelist IntroducNons
Lookalike Modeling Overview
Panel Discussion
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Oracle ConfidenNal – Internal/Restricted/Highly Restricted 4
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Panelist Introduction
Sherene Hilal, Product Lead, Oracle Data Cloud James Prudhomme CEO, Datacra=c
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Nate Becker, Digital Media Supervisor, Op=Media
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Program Agenda with Highlight
Panelist IntroducNon
Lookalike Modeling Overview
Panel Discussion
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Oracle ConfidenNal – Internal/Restricted/Highly Restricted 6
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Custom Data: Look-alike Modeling
• Lookalikes are an audience modeled from your customers and converters to gain reach & efficiency.
• BlueKai has built a modeling system on Datacratic’s Machine Learning platform to provide your brand with custom look-alike models that are built and crafted solely for you. – Creates reach off your 1st party data – Qualifies prospects based on behavior – Performance-driven
Challenge: 1st party data is effective, but limited. How do you scale? Solution: Customized models using exclusive 3rd party data
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Uni
quen
ess
Scale
CompeNNve Advantage: Unique PredicNons @ Scale
1st Party Data!“Hotel Chain”!
Models!“Look-a-like”!
2nd Party Data!“Credit Card”!
3rd Party Data!“Expedia sold! to Marriott”!
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Modeling System Overview • Fully integrated within the BlueKai UI
– Already integrated within BlueKai. Easy to get started.
• Multi-variant – Users’ probability score calculated based on all available
attributes + recency & frequency
• Full BlueKai Dataset (+ your first party datasets) – Leverage over 400MM available users across 40k attributes to
identify users based on behaviors
• Daily Model Refreshes – Keep your models current!
• Customizable Threshold - Reach vs Precision – Model scores are stack-ranked. Customize threshold for
performance (Top .01%) or scale (Top 20%)
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
How an Audience Data Modeling System Works
Continually Learning & Adapting
Continually Learning & Adapting
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Program Agenda
Oracle Data Cloud IntroducNon
Panelist IntroducNons
Panel Discussion
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2
3
Oracle ConfidenNal – Internal/Restricted/Highly Restricted 11
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
Take-Aways
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1. Available on demand within your BlueKai UI 2. Uses same trusted 1st & 3rd party sources 3. Leverages Nme series and behavior sequencing 4. Provides visibility in to the “Black Box” 5. Applies AdapNve Machine Learning -‐ More than simple decision tree
logic. +1 BONUS – Domain experNse in markeNng technology
