How the ID graph enables people-based marketing

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How the ID Graph Enables People-‐Based MarketingDavid HibbsSr Manager, DMP StrategyOracle Marketing Cloud & Oracle Data Cloud

Confidential – Oracle Internal/Restricted/Highly Restricted


“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

– John Wanamaker

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Old School MarketingChannel based

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• Fans / Followers• Media Content• Segmentation strategy• Typically closed ecosystem, shiny object

• Automated triggers• Promotional / Newsletters• Segmentation strategy• Known customers


• Online, intent based• Anonymous• Traditionally dominated by Google, rapidly changing (Voice, AI)

Budgets & Marketing Based on Channels

One Customer Profile?


Adding to it, over 90% of purchase activity is still occurring offline…

Offline


Online

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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


More platforms, more unique IDs. Proliferation of closed web and need to login


How many IDs do YOU have?


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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


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


DEVICES

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Marketers need a solution that ties real people across devices and channels

CHANNELSIDENTITY


Modern MarketingCustomer Lead Marketing



Mobile IDs

Cookie IDsSet 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


Centralize Data to Enable People Based Marketing


Add Value

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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


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


• Behavior:– Browsed jeans– Is considered inactive in email (no opens/clicks)

– Frequent app user


• 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


• 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-‐35Oracle 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

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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

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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


How to Get StartedHow to lead with a people first strategy



Identify Collect Centralize Define Activate Optimize

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People Based Marketing Framework

ID Management / ID Graph


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?




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?




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




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




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




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 OptimizeDefine: People Based Strategy

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Ad Networks / DSPs / SSPs

RegMatch

Attribution & Optimization

Agencies

Ad Serving / Exchanges

Media

Identify Collect Centralize Define Activate OptimizeActivate: Channels / Devices


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 OptimizeOptimize / Measurement


“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

– John Wanamaker

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How the ID graph enables people-based marketing

Business

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