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How the ID graph enables people-based marketing

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David Hibbs presentation from #DigitalCrossroads on people-based marketing.

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How the ID graph enables people-based marketing

  1. 1. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | How  the  ID  Graph  Enables   People-­‐Based  Marketing David  Hibbs Sr Manager,  DMP  Strategy Oracle  Marketing  Cloud  &  Oracle  Data  Cloud Confidential  – Oracle  Internal/Restricted/Highly  Restricted
  2. 2. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | “Half  the  money  I  spend  on  advertising  is   wasted;  the  trouble  is  I  don’t  know   which  half.” – John  Wanamaker 2
  3. 3. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Old  School  Marketing Channel  based Oracle  Confidential  – Internal/Restricted/Highly  Restricted 3
  4. 4. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | • Fans  /  Followers • Media  Content • Segmentation  strategy • Typically  closed   ecosystem,  shiny  object • Automated  triggers • Promotional  /   Newsletters • Segmentation  strategy • Known  customers Oracle  Confidential  – Internal/Restricted/Highly  Restricted 4 • Online,  intent  based • Anonymous • Traditionally  dominated   by  Google,  rapidly   changing  (Voice,  AI) Budgets  &  Marketing  Based  on  Channels   One  Customer  Profile?
  5. 5. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Adding  to  it,  over  90%  of  purchase  activity  is  still  occurring   offline… Offline Oracle  Confidential  – Internal/Restricted/Highly  Restricted 5 Online
  6. 6. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | 6 It’s  only  getting  more  complicated *”Understand   the  cross-­‐device  consumer   in  just  15  minutes”,   Conversant On  average,  a  consumer  now  uses  3   devices  and  can  have  well  over  6  IDs   associated  to  them
  7. 7. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | 7 More  platforms,  more  unique  IDs.   Proliferation  of  closed  web and  need  to  login
  8. 8. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | How  many  IDs  do  YOU have? Oracle  Confidential  – Internal/Restricted/Highly  Restricted 8
  9. 9. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Oracle  Confidential  – Internal/Restricted/Highly  Restricted 9 As  consumers  move  across  devices  and  channels,  Marketers   struggle  to  target  the  right  audience 11% Marketers  have  high   confidence  in  the  audience   they’re  targeting. -­‐Nielsen
  10. 10. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | 10 What  happens  if  you  can’t    accurately  match  IDs  or   lead  with  people  based  marketing? You  reach instead  of Wasted  media  spend ControlYour  target   ends  up  in   instead  of Inaccurate  resultsTest You  can  only   reach  via instead  of Limited  cross-­‐ channel  reach
  11. 11. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | DEVICES 11 Marketers  need  a  solution  that  ties  real  people  across   devices  and  channels CHANNELSIDENTITY
  12. 12. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Modern  Marketing Customer  Lead  Marketing Oracle  Confidential  – Internal/Restricted/Highly  Restricted 12
  13. 13. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | 13 Mobile  IDs Cookie  IDs Set  Top  Box Email  IDs Social  IDs Typical  Consumer  – IDs  &  Data She  checks  her   Facebook  feed   while  at  work Reads  the  news   on  her  mobile   device She  watches  her   favorite  shows  on   her  set  top  box   Signs  up  for   ongoing  email   communications Browses  website   on  her  personal   computer
  14. 14. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Centralize  Data  to  Enable  People  Based  Marketing Oracle  Confidential  – Internal/Restricted/Highly  Restricted 14 Add  Value
  15. 15. Copyright  ©  2014  Oracle  and/or  its  affiliates.  All  rights  reserved.    | Centralize  Data  In  “What  You  Know” Multiple  data  sources,   aggregated  into  a  single,  centralized  platform 1st (your data), 2nd (partner  data), 3rd (paid  for data  assets) Website,  display,  video,  mobile,   offline  &  store Anonymous  &  known  data,   structured  &  unstructured
  16. 16. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Centralize  Data:  ID  Graph  Brings  it  All  Together Why  is  this  important? • Comprehensive  View   of  the  customer IDs  Being  Captured? • App  login • Website  login • Cookie • Offline  capture  (email) • Loyalty  Card
  17. 17. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | • Behavior: – Browsed  jeans – Is  considered  inactive  in   email  (no  opens/clicks) – Frequent  app  user Oracle  Confidential  – Internal/Restricted/Highly  Restricted 17 • Purchase – Purchased  jeans  in  store  in   the  past  3  months – Typically  purchases  in-­‐store   3  times  a  year – Avg lifetime  value – Lives  in  Louisville Centralized  Data  &  IDs  – Limited  to  your  4  walls
  18. 18. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | • Behavior: – Browsed  jeans – Is  considered  inactive  in   email  (no  opens/clicks) – Frequent  app  user • 3rd Party – Has  recently  been  searching   for  active  wear – Has  an  interest  in  running   based  on  frequenting   running  sites/blogs – Woman,  25-­‐35 Oracle  Confidential  – Internal/Restricted/Highly  Restricted 18 • Purchase – Purchased  jeans  in  store  in   the  past  3  months – Typically  purchases  in-­‐store   3  times  a  year – Avg lifetime  value – Lives  in  Louisville • 3rd Party – Super  buyer  score  (high   value) – Heavy  purchaser  of  running   and  workout  gear – Fashionista Centralized  Data  &  IDs  – Combined  with  3rd Party  Data
  19. 19. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | 19Oracle  Confidential  – Internal/Restricted/Highly  Restricted Centralized  Data  &  IDs  Drives  People  Based  Marketing Lives  in  Midwest Active  Lifestyle Women  25-­‐35 Active  app  user Purchases  three  times  a  year   High  Lifetime  Value
  20. 20. Copyright  ©  2014  Oracle  and/or  its  affiliates.  All  rights  reserved.    | Centralized  Data  Out  “What  You  Do” Data  to  inform  all  your  marketing  communications Display   Programmatic,  Premium,  Portals Video   in  Banner,  in  Page,  Connected  TV Social   Facebook,  Twitter,  LinkedIn,   etc. Mobile   iOS,  Android,  Apps,  Browser Commerce   Site  Optimization,  Landing  Pages Other   CRM,  Direct  Mail,  Search
  21. 21. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | How  to  Get  Started How  to  lead  with  a  people  first  strategy Oracle  Confidential  – Internal/Restricted/Highly  Restricted 21
  22. 22. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Identify Collect Centralize Define Activate Optimize 22 People  Based  Marketing  Framework ID  Management  /  ID  Graph
  23. 23. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Identify  the  right  data • What  data  do  you  want  to  be  capturing?   • Where  can  you  capture  data? – Website:  Browse  categories,  abandon  cart,  purchases,  email  address,  account,   cookies,  device  type – Offline:  Purchases,  email  address,  account,  call  center – Mobile:  Account,  email  address,  purchases,  MAIDs – Engagement:  Email  engagement,  media  engagement,  app  engagement • KPI’s  – How  will  success  be  measured? – Are  you  capturing  the  right  data  to  measure  success? Oracle  Confidential  – Internal/Restricted/Highly  Restricted 23 Identify Collect Centralize Define Activate Optimize
  24. 24. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Collect  the  data • Are  you  using  page  tags  to  capture  events  from  the  web? • Are  you  capturing  PII  at  point  of  sale  with  purchases? • For  mobile  apps,  are  you  capturing  interaction  with  your  apps? – Can  you  enable  this  with  your  team? – Could  you  leverage  a  partner? – What  ID  is  being  captured?  Are  there  others? Oracle  Confidential  – Internal/Restricted/Highly  Restricted 24 Identify Collect Centralize Define Activate Optimize
  25. 25. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Where  will  the  data  reside? • CRM  system  /  Data  Warehouse – Centralized:  customer  ID/# – Typically  a  hub  for  customer  related  data – OnRamp  can  be  used  to  bring  CRM  files  online  to  be  reached  in  digital   channels – Data  Append  to  enrich  customer  profile – Sometimes  difficult  or  slow  to  get  various  types  of  data  in  /  out  /   segmentation Oracle  Confidential  – Internal/Restricted/Highly  Restricted 25 Identify Collect Centralize Define Activate Optimize
  26. 26. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Where  will  the  data  reside? • Email  marketing  platform – Centralized:  email  address – OnRamp,  FB  and  other  media  partners  allow  you  to  use  email  address   in  their  platforms   – Usually  tied  closely  with  web  behavior  already  (welcome  email,   browse,  abandon  cart,  etc) – Data  Append  to  enrich  customer  profile – May  have  limitations  on  storage  of  data Oracle  Confidential  – Internal/Restricted/Highly  Restricted 26 Identify Collect Centralize Define Activate Optimize
  27. 27. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Where  will  the  data  reside? • Data  Management  Platform  (DMP) – Centralized:  user  ID – Designed  to  be  central  hub  for  data – Advanced  DMPs  have  ID  Graph  features  built-­‐in  (bring  in  multiple  ID   types) – Media  platform  agnostic – 3rd party  data  built  in  for  analysis  and  targeting,  Look-­‐alike  modeling – Depending  on  who  /  how  it’s  used  could  be  viewed  as  costly Oracle  Confidential  – Internal/Restricted/Highly  Restricted 27 Identify Collect Centralize Define Activate Optimize
  28. 28. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | Focus  on  the  WHO  you  want   to  be  targeting  and  with   WHAT  content Personalize:  Use  data  to   personalize  the  creative Ability  to  focus  on  segmentation   strategies: Prospecting  Examples: • Customer  Profile  /  Look-­‐alike • Fashionistas • Dog  food  buyers • Suppress:  Known  customers Retention  Examples: • Winback /  reactivation • New  customers • At-­‐risk  /  churn  reduction • Recent  purchasers Identify Collect Centralize Define Activate Optimize Define:  People  Based  Strategy
  29. 29. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | 29 Ad  Networks  /   DSPs  /  SSPs Reg Match Attribution  &   Optimization Agencies Ad  Serving  /   Exchanges Media Identify Collect Centralize Define Activate Optimize Activate:  Channels  /  Devices
  30. 30. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | 30 Optimize  based   on  what  worked   or  didn’t  work.   Refine  approach   and  continue  to   improve  your   people-­‐based   marketing Did  our  people   (audiences)  take   the  desired   actions?  Make  a   purchase?  Sign   up?  Visit  page? Bring  the  latest   engagement  data     back  into  the   platform  to  revise   your  people  based   strategies People  based   marketing  makes  it   easier  to  track   back  to  results.   KPIs  can  be  used   to  track   performance  of   different  groups Identify Collect Centralize Define Activate Optimize Optimize  /  Measurement
  31. 31. Copyright  ©  2016, Oracle  and/or  its  affiliates.  All  rights  reserved.    | “Half  the  money  I  spend  on  advertising  is   wasted;  the  trouble  is  I  don’t  know   which  half.” – John  Wanamaker 31

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