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How the ID Graph Enables People-Based Marketing
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How the ID Graph Enables People-Based Marketing
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.
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.
Copyright © 2016,
Oracle and/or its affiliates. All rights reserved. | Old School Marketing Channel based Oracle Confidential – Internal/Restricted/Highly Restricted 3
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.
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.
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.
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.
Copyright © 2016,
Oracle and/or its affiliates. All rights reserved. | How many IDs do YOU have? Oracle Confidential – Internal/Restricted/Highly Restricted 8
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.
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.
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.
Copyright © 2016,
Oracle and/or its affiliates. All rights reserved. | Modern Marketing Customer Lead Marketing Oracle Confidential – Internal/Restricted/Highly Restricted 12
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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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.
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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.
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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