Markies Mondays: The power of contextual intelligence to deliver positive campaign outcomes

February 7, 2022 | 3 minute read
Autumn Black
Content Marketing Specialist, Oracle Advertising and CX
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Oracle's 15th annual Markie AwardsWelcome back to Markies Mondays, a blog series where we celebrate the finalists and recipients of Oracle's 15th annual Markie Awards. Each post in the series highlights how Oracle Advertising and CX customers and partners are building their brand and creating lasting customer relationships with our connected suite of applications.

This week’s post honors the finalists of the Convergence Award for Best Agency Collaboration to Drive Better Outcomes for Client Campaigns, a new Markie that recognizes partnerships between Oracle Advertising and agencies or adtech partners who excelled at innovation.

Let’s take a closer look at how the finalists for this award used data in a collaborative way to drive impactful campaign outcomes for their clients.

Finding a new solution for the post-cookie world

Knowing that third-party cookies will soon come to an end, one global agency recognized they needed a different approach to improve audience targeting for their clients in Hong Kong. To better serve one of their large fashion jewelry clients, the agency leveraged their partnership with Oracle Advertising and adopted Oracle Contextual Intelligence.

Using Oracle Contextual Intelligence alongside the available audience data for their target market, they were able to enhance and scale their client’s audience targeting on all digital fronts. They also successfully customized targeting segments to fit their client’s specific needs.

As a result, the agency helped their client reduce average cost per action (CPA) by 30% quarter over quarter, increase their average click-through rate by 22%, and generally strengthen their relationships with customers by providing a new post-cookie solution ahead of time.

Using contextual intelligence to find success with new strategies

Matterkind is an agency focused on joining data, services, and technology to build respectful marketing with a lifetime impact. One of their clients, a leading global cloud company, wanted to branch out and test new technology to target C-suite executives in a contextually-relevant, online environment. The client expected the solution to align with their key content themes of cybersecurity, cloud computing, and AI. They also wanted a solution that was fully transparent and able to be implemented in five different markets.

With these requests in mind, Matterkind turned to Oracle Contextual Intelligence. Together, Matterkind and Oracle optimized and tweaked the client’s segments based on their performance and delivery. Matterkind created and activated their campaigns using The Trade Desk and tracked their results with Oracle Contextual Intelligence. Due to its strong performance, the client expanded its use of Oracle Contextual Intelligence to additional markets and campaigns with Matterkind.

Oracle Contextual Intelligence proved to be 200% more effective than the client’s other media tactics and 86% more efficient.


Want to learn more about these and other 15th annual Markie Awards finalists? Explore the Customer Success Stories category of the Customer Experience blog and the Markie Awards website.

Think your team deserves a Markie for their hard work and innovation over the past year? Review the various award categories and stay tuned for more details on when the nomination period will open.

Autumn Black

Content Marketing Specialist, Oracle Advertising and CX

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