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The Oracle Data Cloud blog highlights the latest data-driven insights and trends in digital marketing and ad tech.

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Data-driven marketing

Audience impact in the new world of Facebook

Oracle Data Cloud recently announced its new solution for powering Facebook Custom Audiences. This allows brands, agencies, and their Facebook Marketing Partners (FMPs) to ensure all of the audiences that matter most to them can be activated on Facebook. This is an exciting development for advertisers, as the partnership takes an already effective marketing tool and enhances it to drive advertising efficiency. Facebook’s sizable user base and the fact that daily users spend an average of 41 minutes per day in the app makes the platform an ideal environment to capture consumer attention in a noisy and fragmented digital world. As well as a captive audience, Facebook gives marketers access to native audiences built from data in its platform. These audiences are a solid starting point for advertisers to build even more relevant audiences by augmenting them with powerful data sets from external providers, like Oracle Data Cloud. Marrying Facebook’s audiences with our rich data sets gives advertisers a more robust picture of consumers, enabling them to further hone in on only those consumers who are well matched to their products and eliminate those who are not. For example, less than 10 percent of U.S. households have diaper-wearing children. If a brand that sells diapers is trying to reach in-market consumers for their product, going beyond native data to understand purchases and behaviors outside those platform walls increases the likelihood of reaching an actual consumer of diapers. Both audience types are valuable to marketers but vary in terms of expected results. The native audience can help drive awareness, while the augmented audience can help deliver new and repeat buyers at a high rate of return. Together, these tactics round out a more complete audience strategy. What we’ve found throughout many offline sales studies is that the more relevant the audience your ads reach, the more you’ll reach the customers who will purchase and drive higher business results. So, investing in more granular data increases relevance, resulting in higher ROI. Put differently, the cost to acquire a customer is more expensive when you don’t use relevant data to reach the right audience.   Source: We conducted research across more than 50 causal measurement studies over a year and found that previous brand buyers generate 3.2x more causal lift than non-buyers.   The future with Oracle Data Cloud and Facebook The Oracle Data Cloud and Facebook partnership creates the opportunity for brands to break through the noise and extract the most value possible from marketing spend. We’re here to make it easy for you to drive stronger results for your campaigns. Ready to get started? You can access Oracle Audiences for Facebook by working directly with your Oracle Data Cloud Client Partner, agency, or Facebook Marketing Partner.  Want to learn more? Check out our webinar on-demand. About Joe Kyriakoza Joe leads the strategy, sales, and service organization for all customers of Oracle Data Cloud. Prior to joining Oracle Data Cloud via the Datalogix acquisition, Joe spent more than five years at Jumpstart Automotive Group in various roles leading product strategy, marketing and national sales. Earlier in his career, Joe was a partner and manager of all national digital media initiatives for Ford Motor Media, the media-buying arm for Ford Motor Company.      

Oracle Data Cloud recently announced its new solution for powering Facebook Custom Audiences. This allows brands, agencies, and their Facebook Marketing Partners (FMPs) to ensure all of the audiences...

Data-driven marketing

How can marketers ensure that they’re using high-quality location data for their advertising needs?

Location, location, location. This well-known phrase is a real estate agent’s mantra, but it should be the marketer’s too. Data-driven strategies have revolutionized digital marketing, and more recently, device location data has improved the ability to relevantly execute and effectively measure campaigns. Not only does location data help marketers better understand store visitation, but it also identifies who might be frequenting retailers without purchasing anything. This improves insight into previously data-weak industries such as sports and music events (where brands invest significant sponsorship dollars), or in the QSR segment (where consumers’ purchases are predominantly case-based). For brands with brick-and-mortar presences, location also unlocks insight into how their competitors are faring in the market—historically, a notoriously difficult element to quantify. In an industry like automotive, location is uniquely suited to help brands understand long-term purchase journeys made up of many visits before any sale occurs. At Oracle Data Cloud, we’ve found location data to be an essential ingredient for helping our diverse client base achieve their marketing strategies. For marketers who seek to leverage location data to achieve successful business outcomes, it’s critical to partner with data providers who get the details right. Duncan McCall, CEO of PlaceIQ, shared his take on this topic with us recently: “Location-based ads on mobile is on pace to reach $38.7B by 2022. Marketers are expanding beyond geo-fenced campaigns to leverage location-based insights to drive holistic marketing strategies, which makes accuracy critical. It’s imperative to use high-quality, validated data sets so marketers can see the complete consumer journey. Oracle Data Cloud is in a unique position to harness the leaders in their long list of partners, and work on behalf of—and, indeed, the industry—to be the arbiter of the types of location data that produce the best results.” Small mistakes can make a huge impact when it comes to location data. If you’re trying to reach shoppers who have visited a sporting-goods store in a mall, you will mis-target the audience and waste resources if your location data is too broad and connects you with consumers who went to an adjacent hair salon and bridal boutique instead. At Oracle Data Cloud, we set out to test the accuracy of location data by leveraging our unique data sets of verified offline purchases against store visits to ensure the accuracy and reach of the data. In one test, we picked three store types where individuals don’t go to window-shop— a big-box chain, a popular drugstore, and a quick-service restaurant—and we set out to verify the quality of each data set. In our tests, we compared the accuracy of location data against a random baseline of historical shoppers by comparing store-visit data with purchase activity within those same data sets. We also dug deeper to compare the lift in using location data as opposed to simply finding shoppers who regularly purchased at an establishment. Finally, we analyzed how well we could model future buying habits of consumers based upon connected purchases at the store and location-inferred visits. Using each of those data points as a response variable fed into a model, we created predictive outlooks on purchasing behavior and then compared the results, looking for as much fidelity as possible with location data as that we see in purchase. In the end, we learned that location data is definitely not a commodity. In our testing, we found that different approaches to gathering and curating location signals from our providers gave ranges of performance. Using that knowledge, we’re proud to partner with leaders who we’ve confirmed can give strong, location-based signals to help market efficiently and effectively, and to add additional value to our measurement and audience products. More important, we concluded that location data is an essential component of any marketing campaign—not just mobile—and through our rigorous testing, we understand the quality that these top-tier providers can deliver. So, repeat after me: location, location, location . . . Download this data sheet to learn more about Oracle Visitation Audiences. About Alexander Sadovsky Computer scientist turned neuroscientist turned data scientist, Alex has had a passion towards computers since he learned that hitting the right letters could let him play videogames on his Dad’s Commodore 64. Alex began working in internet technology by starting a web hosting company in high school during the first dot-com boom. He later pursued a degree in Computer Science at the University of Michigan and then detoured to explore the interface between computers and biology by obtaining a second bachelor’s degree in Molecular Biology followed up with a PhD in Computational Neuroscience at the University of Chicago. Today, Alex’s role as the Senior Director of Data Science at the Oracle Data Cloud is focused on applying machine learning techniques in the big data advertising technology landscape. Image: Shutterstock  

Location, location, location. This well-known phrase is a real estate agent’s mantra, but it should be the marketer’s too. Data-driven strategies have revolutionized digital marketing, and more...

Campaign optimization

Key context takeaways from Father’s Day

Father’s Day is celebrated each year by millions of families globally. From picking the perfect gift, to celebrating dad in the most unique way, everyone's idea of the best celebration is different, and so is every campaign. Father’s Day may have come and gone this year but these insights are evergreen. In this article, we look back on the content trends that evolved in the lead up to Father’s Day, and provide the overarching takeaways that will help you plan future campaigns. Key takeaways to help your campaigns: Hone in on the mindset of your target audience by analyzing what content they’re reading – Father’s Day content was predominantly about gift ideas, specifically gifts that were homemade. Incorporate adjacent keyword segments to increase reach – the Online Shopping, Fashion, and Home Improvement contextual segments have common keywords that also feature Father’s Day content. These segments have the potential to improve Father’s Day campaign performance by increasing scale and reach.  Align campaign timing based to when content is trending. Father’s Day content began to spike as early as February/March–suggesting a reason to  What contextual analysis reveals about Father’s Day Below we offer a glimpse into the mindset of people as they research what gifts to buy dad, how content surrounding Father’s Day aligns with additional segments, and when they start researching what to buy or do for the big day. These insights are all made available through a contextual analysis – i.e. an analysis of web content – which reveals the content trends in the months leading up to Father’s Day. Let’s dive in.  1. Hone in on the mindset of your target audience by analyzing what content they’re reading Father’s Day content was predominantly about gift ideas, specifically homemade gift ideas.    This year, the main focus for Father’s Day was gift ideas. We saw this through the analysis of web content that revealed over 90% of it was focused on gifts in some capacity. While content ranged from gifts for car lovers to toiletries and grooming, the most content indexed was about ideas for homemade gifts. It seems that people are eager to adopt a more hands-on, crafty approach to gifting. This is a small insight that could deliver big returns for marketers as it reveals what content is trending and resonating with audiences. For example, there are dozens of articles about DIY gifts for dad published on sites like Shutterfly, Good Housekeeping, and Pinterest, representing powerful opportunities to insert your brand and drive better campaign performance. 2. Incorporate adjacent keyword segments to increase reach  The Online Shopping, Fashion, and Home Improvement contextual segments have common keywords that also feature Father’s Day content. By adding these segments to our campaign, we’re adding the content Father’s Day is not a siloed segment. In fact, we’ve found that common words associated with Father’s Day content also align with segments that focus on broader interests, such as Online Shopping and Fashion. When the words we see populating the Father’s Day segments are also found in these adjacent segments, we use that as an indicator that the content in the Online Shopping and Fashion segments is also relevant to Father’s Day audiences. Therefore, by adding these segments to our campaigns, we increase the likelihood of reaching a relevant buyer in the right moment. The Fashion keyword segment, and specifically the Men’s Fashion Trends segment, also featured prominently in the weeks leading up to Father’s Day. This suggests that people are looking through the latest fashion blogs and publications for ideas of what to buy dad. Unsurprisingly, Home Improvement is also a segment that could potentially improve the performance of Father’s Day campaigns as it has a 20% word association with the Father’s Day segment.  Taking all this into account, you can potentially extend reach and get more scale with relevant audiences by including these adjacent segments in your campaigns. The keywords within these segments overlap with each other because the content is so alike so these web pages and environments are likely to be relevant to your target audience.  3. Align campaign timing to when content is trending  The Father’s Day consumer mission begins as early as February/March, suggesting that’s the ideal time to launch your marketing campaign.  While many of us leave shopping until the last minute, when it comes to Father’s Day, the research begins relatively early.  Based on how the content begins to spike, it seems people start thinking about what to buy for dad months before June. We saw Father’s Day content start to trend as early as February, before drastically growing in early April.  Applying the Father’s Day lessons to future campaigns While the data and analysis above are specific to Father’s Day, there are underlying lessons that we can apply to all campaigns with the aim of delivering better performance. Contextual analyses like what you read above is an important part of any campaign and allows us to launch programs with greater transparency into the environments our ads are placed and the mindsets of the people we’re hoping to reach.  To learn how you can use context for your next campaign, contact The Data Hotline.  

Father’s Day is celebrated each year by millions of families globally. From picking the perfect gift, to celebrating dad in the most unique way, everyone's idea of the best celebration is different,...

Guest authors + Interviews

Experience Oracle Data Cloud: 5 ways we welcome new employees

According to a recent blog by Click Boarding, up to 20 percent of employee turnover occurs in the first 45 days of employment and 23 percent of new hires turnover before their first anniversary. One of the top reasons they leave is tied to a poor onboarding experience.    Think back to your first couple of weeks at a new company. The phrase "drinking from the fire hose" can come to mind. You need to gain access to new systems, learn productivity tools, navigate a new organization, build important relationships, and possibly even learn about a new industry. At Oracle Data Cloud, we’ve rolled out a new onboarding program, called Experience Oracle Data Cloud, to combat employee turnover, welcome, inform, and connect our new hires.   Our goal with Experience Oracle Data Cloud is to break down the need-to-know information, introduce new employees to our culture, and facilitate connections with the Oracle Data Cloud team in a live experience. Here are the top five things we focus on to ensure the onboarding experience is something our new hires won’t forget. 1. Scheduling in-person sessions We host two sessions per month where new hires travel to regional hubs. We value in-person sessions as an opportunity to set up employees for success from day one. An experiment conducted by researchers at the University of Chicago and Harvard Business School found that negotiators who shook hands were more open and honest, and reached better outcomes. Shaking hands causes the centers of the brain associated with rewards to activate. People who trust each other work better together, and face-to-face interaction facilitates that. Prior to their first day, new hires at Oracle Data Cloud receive a series of communications to excite, engage, and inform them on what to expect in their initial week. Hiring managers also are encouraged to provide an action plan for the new hire’s first few weeks. This includes scheduling meetings with people and teams they will work with so new hires can make the most of their travel. During the Experience Oracle Data Cloud session, our team provides an overview of Oracle, Oracle Data Cloud, our current position in the market, and provides some highlights of our culture to set context. And, of course, there’s swag. 2. Building a community Research indicates that new hires want more opportunities to get to know their colleagues, and their manager, as part of their onboarding experience. When schedules permit, leadership team members stop by to greet the new team members and discuss the impact new hires can make in their first few days. An office tour provides a great opportunity for introductions and for the new hires to get a feel for the office and meet their new colleagues. For those employees traveling in for orientation, we also set up a tour in their home office in partnership with Club Oracle Data Cloud, our culture club. We talk about how to get involved with our culture club, leadership development programs, and Impact, our employee resource group focused on gender parity. 3. Making an IT connection At least one hour per session is dedicated to getting new employees oriented to IT best practices within the organization. Nothing is more frustrating than being unable to use the tools you need to get the job done. Often we find that new employees thrive when we orient them to simple things like finding and connecting to a printer or hold a Q&A session with someone from our technology team. 4. Bringing in new teams Oracle Data Cloud is currently a company made up of six acquisitions—BlueKai, Datalogix, AddThis, Crosswise, Moat, and, most recently, Grapeshot. In partnership with the Oracle M&A onboarding team, our team also provides a version of Experience Oracle Data Cloud to our team members brought on by acquisition. From a culture perspective, our goal with an acquisition is to preserve the best of the incoming company’s culture and introduce the new team to Oracle Data Cloud. The timing of our most recent acquisition coincided with one of our favorite cultural pillars, Hackathon. About 15 of our new team members from Grapeshot attended our Spring 2018 event in Reston, Virginia and had an awesome time! "Thank you for the hospitality and the epic event!  I can’t imagine a better way to let my engineers know we found the right home in Oracle Data Cloud than this event.”  -Derek Wise, CTO Oracle Data Cloud, Grapeshot  5. Reflecting our culture In what is perhaps the most important step, we onboard new employees in a way that epitomizes our culture. Our culture values both work and personal time and we ensure that a new employee’s first day doesn’t include traveling on a Sunday. That’s why Experience Oracle Data Cloud always kicks off on Tuesdays. We have music, food, good conversation, and provide swag—like our signature T-shirts. Questioning productively is another important tenant of the Oracle Data Cloud culture. We complete our Experience Oracle Data Cloud onboarding program with a survey at the end of the new hire’s first week. This helps create a feedback loop for our team to constantly work to provide a best-in-class onboarding experience. What to learn more about why employees love working at Oracle Data Cloud? Visit our culture channel. About Kaitie English Kaitie is a senior manager of internal communications for Oracle Data Cloud and the program manager for Impact. Prior to joining Oracle Data Cloud, Kaitie led employee communications for the launch of the Oath brand and Verizon and AOL’s acquisition of Yahoo!. Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook! Image: Shutterstock

According to a recent blog by Click Boarding, up to 20 percent of employee turnover occurs in the first 45 days of employment and 23 percent of new hires turnover before their first anniversary. One of...

Guest authors + Interviews

Shedding a light on invalid traffic

Invalid traffic (IVT) has been a subject of deep concern for marketers and media companies alike for several years as plenty of news headlines can attest. But despite universal agreement in the industry that it’s a significant issue, there are still common misunderstandings throughout the digital media industry about how IVT is generated, how to find it, and even what it is. We recently hosted a live webinar, “Shedding a Light on Invalid Traffic,” covering those topics and more. Dan Fichter, the VP of Engineering at Oracle Data Cloud who directed Moat’s IVT detection technology for more than five years, walked through the basics of IVT to define it, show why and how it’s done, and what the industry can do about it. Callie Reynolds joined him to provide her perspective as head of account marketing for Moat customers. This blog post captures only a few of the key takeaways covered during the session. Please view the webinar here to learn more. Tackling the IVT problem can only happen once the industry has a clear understanding of the challenge it faces. Invalid Traffic isn’t always malicious. In our industry, IVT is often conflated with ad fraud—a  closely related issue. Though there’s evidence the industry is making progress combatting it, ad fraud remains a huge problem. The Association of National Advertisers (ANA) estimates the dollars lost to ad fraud dropped 10% in 2017 from the year before, but that still amounts to $6.5B in lost ad spend. However, by definition, fraud is a deliberate crime, while much of IVT is harmless. There are plenty of legitimate reasons for a bot to generate an impression. For example, we depend on spiders from search engine giants like Google to make the web practical. Of course, that doesn’t mean a marketer pays for impressions delivered to a bot. When we talk about IVT, we simply mean these impressions shouldn’t be paid for because they weren’t delivered to a person (or, because they’re delivered in the wrong way, per the next webinar takeaway). IVT can happen even when a person is visiting a site. Some ads technically may be delivered to a human’s screen, but remain totally hidden from the user. In these cases, those impressions should not count against anyone’s spend. Consider these examples of hidden ad types. Stuffed ad: One ad may be in-view, but the iFrame contains more ads outside its viewport, causing them to be hidden. One-by-one ad: The ad is in an iFrame smaller than the creative that doesn't expand for the entirety of the user's session. Invisible Ad: The ad is transparent for the entirety of the user's session. When it comes to IVT rates and measurement, the denominator matters. Discrepancies between measurement vendors are largely attributed to their different measurement footprints. For instance, Moat benchmarks between 2% and 6% disprove there are a large number of channels with IVT rates as high as 90%. This chart shows how most video channels have an IVT rate lower than 10%, as measured by Moat, but there are plenty channels with more. IVT is a hard problem. When it comes to digital advertising, a number of factors make invalid traffic a particularly difficult challenge for the industry. There’s a huge footprint of potential problems. Any company that touches our space could cause invalid traffic, and any person with a computer could be a participant—either unknowing or willing—to invalid traffic. That means detecting IVT has to happen at an immense scale to be effective. Often there’s an active adversary. This isn’t a passive issue, as is more the case with issues like viewability or brand safety—someone is trying to remain undetected. Compounding the previous issue is the principle of triple-catch detection, or the notion you can identify IVT in three separate ways. If a measurement provider only detects it one way, that’s not ideal in the long term. IVT cannot be seen. When investigating viewability, you go to a website and visually see what might be causing a low viewability rate. Unfortunately, you can’t do that with bots, because what’s being done with invalid traffic is done in an inherently invisible way. Perpetrating ad fraud can be easy. Legitimate tools and services like automated browsers and the public cloud are widely available and can be used to commit fraud. During the webinar, Dan Fichter presents an example illustrating how simple it is to create false demand for ads. More and different types of data improves IVT detection. Access to different types of resources and information—for instance, what percentage of a site’s audience can be tied to an offline purchase—helps us ask new questions to determine true IVT levels. We all have a stake in combatting invalid traffic. Invalid traffic is changing, and the problem will get better only after we untie as an ecosystem and end the financial incentive for ad fraud. To learn more, view the webinar here.

Invalid traffic (IVT) has been a subject of deep concern for marketers and media companies alike for several years as plenty of news headlines can attest. But despite universal agreement in the...

Data-driven marketing

Oracle Data Cloud becomes a certified Google Measurement Partner

On July 10, Google announced the launch of a Measurement Partners Program offering brands a variety of verified measurement solutions. After meeting rigorous accuracy and methodology standards, both Oracle Data Cloud and Moat were selected as partners, certified for viewability and sales lift. We are thrilled to be chosen by Google as trusted measurement partners. Oracle Data Cloud and Moat enable marketers to measure the connection between online advertising and offline sales, while also quantifying viewability, attention, and brand safety. Google advertisers and publishers trust Moat to measure inventory across Display & Video 360, Google Ad Manager, and YouTube to provide viewability data and attention metrics. Oracle ROI is an accurate, causal, in-store measurement solution to help marketers measure their sales lift during and after their campaign. Available on Google Ad Manager and YouTube, Oracle ROI was the first causal measurement solution adopted by all major consumer platforms using a proprietary control methodology that eliminates audience biases commonly unaccounted for in other solutions. Oracle Data Cloud is proud to partner with Google to improve the transparency and objectivity of measurement standards for the advertising industry by verifying the accuracy of viewability and sales-lift data. Contact The Data Hotline for more information on measurement solutions: www.oracle.com/thedatahotline

On July 10, Google announced the launch of a Measurement Partners Program offering brands a variety of verified measurement solutions. After meeting rigorous accuracy and methodology standards, both...

Guest authors + Interviews

Evaluate your data onboarding partners using match tests

This week’s guest blog post is contributed by Kaitlyn Ly, Oracle OnRamp Product Manager, Oracle Data Cloud. Marketer demands for accurate data, superior audience reach, and effective targeting have not changed, but data onboarding provider performance across each of these areas has become increasingly important. To stay competitive, companies are starting to conduct head-to-head “match tests.” What is a match test? It’s a way for marketers to evaluate data onboarding providers—a practice that increased dramatically in the past year.  We see this shift as a good thing—as long as the match test is conducted appropriately, ensuring the metrics provided are a direct representation of each onboarding provider’s performance when compared to each other. Many match tests are flawed, rendering metrics that might be interesting but aren’t an equal comparison of onboarding providers. These flawed tests fail to get at the heart of what is most important to advertisers needing a data onboarding solution.  How to perform a match test  Marketers supply each vendor with an offline CRM file to be converted into a digital audience to reach that same audience online. Once the offline data is ingested and matched internally, each onboarding provider outputs a match report containing various offline and online match metrics.    Reach, accuracy, and performance: A holistic approach  Reach Evaluating audience reach, or what percentage of a CRM universe matches to at least one cookie, is a valuable metric to consider. However, it can be misleading if the platforms being evaluated in a match test reflect reach differently. Onboarding providers may define “reach” as the number of offline users a marketer will be able to reach online, while DMPs or DSPs have different default expiration dates for the matched cookies that get reflected in their platforms. Marketers should verify with the different vendors involved in the test that the reach metrics they provide align with each other. A reach test based on vendor metrics or DSP metrics only is not the same as a live campaign reach test. Accuracy Evaluated independently, reach may only tell half of the onboarding story, and it can incentivize vendors to supply the largest possible cookie audience without respect to cookie status, accuracy, and performance. To avoid vendor bias, marketers should ensure the shelf life of cookies is being accounted for equally across all vendors being evaluated in the test. If one vendor supplies 30-day active cookies with a heavy bias toward 0-14 day cookies, but another vendor provides a 90-day active cookie audience, the matched cookies reflected within the downstream media partners will not be an apples-to-apples comparison.   Cookie accuracy is an equally important aspect of match tests that many marketers choose to ignore because of the level of effort required to do so. But what if a significant percentage of the cookie universe is incorrectly matched? Choosing not to test accuracy could result in a marketer burning their media budget on poor-performing audiences that fail to reach the target audience.   Performance  A leading multichannel retailer recognized that historic approaches to conducting match tests could contain flaws. To avoid common pitfalls, the retailer organized its test to evaluate reach, accuracy, and performance across vendors resulting in a robust, multivendor test.   To start, they divided their CRM universe into equal, randomly selected audiences and assigned one audience to each onboarding provider participating in the head-to-head test. Once each provider received the associated audiences containing PII, they matched the offline records internally, translated them into cookies, and synced them to the same DSP.    The DSP ran a live campaign against each audience, ensuring it used the exact same bid strategy for each.  Media was run for each audience until the same number of orders for each onboarding provider being evaluated was generated. To measure performance, the retailer analyzed the media spend required to generate those orders (cost/ROI). For the accuracy component, the retailer compared the consumers who placed the orders against the original CRM audience initially provided to each onboarding provider, at an individual person level.   Through this process, the retailer could comprehensively assess audience reach within the DSP platform in addition to targeting accuracy and performance in a “live” context at the impression level for each audience and across each onboarding provider.   Alternative approaches  There are alternative approaches for evaluating online accuracy if a marketer’s business is largely or entirely offline. For example, an advertiser can offer a substantial discount, but to receive an offer or coupon, users will be required to register an email address with the advertiser. This approach collects PII against a specific ad that was served, measures the accuracy of who was served the ad, and evaluates live reach against the cookie audience.   Put your provider to the test There’s a lot at stake when choosing an onboarding provider who will be a close partner for many years. Marketers should always encourage partners to participate in a match test to substantiate the efficacy of their solution. Using the tips outlined here, marketers can ensure they have a well-constructed test to identify the strongest performing provider across reach, accuracy, and performance.  Contact The Data Hotline to reach the audiences that matter most to your business. (What's The Data Hotline?) About Kaitlyn Ly Kaitlyn is the product owner for OnRamp, Oracle’s onboarding solution that brings a marketer’s 1st party offline data online to reach customers across multiple channels, with the right message, at the right time. She manages all aspects of the product development life cycle for OnRamp from ideation and detailed product requirements to release.   Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook! Image: Shutterstock

This week’s guest blog post is contributed by Kaitlyn Ly, Oracle OnRamp Product Manager, Oracle Data Cloud. Marketer demands for accurate data, superior audience reach, and effective targeting have...

Campaign planning

What’s the optimal size for a mobile ad?

This week’s guest blog post is contributed by Brian Barwick, Account Manager, Oracle Data Cloud. The average consumer’s smartphone screen has become precious real estate. With more than 1.5B smartphone sales annually across the globe, and the large increase in time spent by adults on mobile devices over the last decade, the marketer’s battle for user attention is now squarely centered in the mobile world. Marketers deserve a better shot at reaching attentive mobile audiences, and mobile audiences deserve a better site experience. We believe both of these can be addressed by taking a close look at how different inventory can grab consumer attention; for many, that means rethinking the mobile 300x250 banner ad. But as growing pains across the digital publishing ecosystem increase—including limited insights into viewability and user attention—publishers and advertisers alike have yet to crack the formula for successful mobile-forward advertising. One key drag on their success is the antiquated reliance on the 300x250 banner ad, the ubiquitous industry standard designed for a desktop-first world.  On traditional desktop, a 300x250 ad size makes perfect sense. Publishers have leeway to structure their pages and deliver quality content without an overly intrusive ad layout. And advertisers get a standardized chunk of potentially valuable screen real estate. With the advent of mobile, the industry chose not to reinvent the wheel and transferred the reliance on 300x250 to the mobile environment, which led to mixed results for publishers and advertisers. While hindsight is 20/20, these mixed results are relatively intuitive when you think about how we use our smartphones for consuming online content. 1) Users visit websites specifically for a content-first experience Mired in the complex world of digital advertising, this point is often lost on many of us: for the typical visitor, ads are an afterthought. Publishers no longer have the luxury of the right rail (the right side of a web page where ads and links to more content lives) and instead have to increase their reliance on placing ads in-line with the content. 2) Drastic reduction in screen real estate Compared to the size of the screen itself, a 300x250 screen ad barely leaves room for a few lines of an article. Presupposing, again, that visitors are there for the content, there is no incentive for them to keep a meaningful chunk of the ad on their screen. Additionally, publishers must face the challenge of fitting all of their ads into this condensed space, leading to a stacked ad experience far below the fold. Viewability should be key for advertisers As everyone in the industry is keenly aware, viewability can make or break a campaign. With conversations shifting focus now to the quality of a viewable impression, it’s incumbent on publishers and marketers to review what units on mobile are most likely to spark attention and engagement with an ad. Look to the data Each quarter, Moat collects data on trillions of impressions run across the web, which we use to create a comprehensive set of global industry benchmarks. In our latest round (Q1 2018), you can see a drastic difference in performance between the 300x250 ad’s mobile performance and a unit designed specifically for the mobile ecosystem—the 320x50. For a baseline comparison, the 300x250 has an average in-view rate of 42.8%, compared to 60.6% for the 320x50. Considering user behavior combined with the Media Rating Council’s (MRC) one continuous second requirement for a viewable ad, these smaller ads are more likely to be deemed “viewable.” Beyond that, however, they also are more likely to get coveted user attention. The 320x50 has an average 50% on-screen time of 15.4 seconds. That is almost double the 5.4 seconds of the 300x250. In fact, the in-view times of the 320x50 grow exponentially higher than the 300x250s, starting at 2x for 15 seconds and reaching as high as 8x at the 1-minute mark. User Attention by Ad Format, Moat Q1 2018 Benchmarks   300x250 Mobile Placements 300x50 Mobile Placements 15 Second In-View Time 15.8% 32% 60 Second In-View Time 1.5% 8.4% Mobile advertising bottom line Of course, there is an inherent tradeoff in trafficking fewer 300x250 units in mobile in terms of screen real estate. You can fit more into those bigger units. However, the ad’s real estate is the exact reason it spends so little time on screen. Paradoxically, something designed specifically to be more noticeable is actively being ignored. As the previous chart shows, today’s publisher needs to closely analyze the data they have and not rely on commonly held assumptions, e.g., bigger is better when it comes to viewability. For those publishers currently faced with the task of improving their site’s overall viewability, it’s incumbent to understand that different ads have a different impact on mobile users. Make sure you check your performance, compare ad sizes and device types, and determine if you should reconsider your mobile advertising strategy. Contact The Data Hotline today to learn how Moat’s viewability insights can help your brand. (What's The Data Hotline?) About Brian Barwick Brian is a sell-side Account Manager at Moat, an analytics and advertising measurement firm in the Oracle Data Cloud. Prior to Moat, Brian began his career in the gamed WME mailroom before helping manage the builds of some of the web’s fastest-growing digital properties at RebelMouse. Stay up to date with the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook. Keep in the loop by following Moat on Twitter, LinkedIn, and Facebook. Image: Shutterstock

This week’s guest blog post is contributed by Brian Barwick, Account Manager, Oracle Data Cloud. The average consumer’s smartphone screen has become precious real estate. With more than 1.5B smartphone...

Data-driven marketing

Why marketers should rely on data instead of their gut

This week’s guest blog post is contributed by Jeffrey Lin, Senior Sales Consultant, Oracle Data Cloud. Every single marketer I have ever talked to has told me: My organization needs more data to better serve our audience. Surprisingly, once I provide access to more data, the response then becomes: But this data doesn’t reaffirm what I believe my audience wants. Data vs. gut instinct is a paradox marketers face. It’s one thing to believe the old adage that the data speaks for itself. It’s another to completely trust the data. The fact is that decisions are rarely made purely on one data point. Marketers often have emotional and cognitive biases—frequently called “gut feelings” or “intuition”—that may influence the way campaigns launch. But we are here to remind you, the marketer—if you are willing to look beyond your own intuition—the data can be harnessed to provide powerful results. Let me explain why this simple statement is so important to your digital marketing success. Many of the marketers I work with are existing Oracle BlueKai DMP clients who utilize our powerful profile and discovery reports. These reports can model an audience against a data inventory of 40K categories and 5B individual profiles to bring back a stack rank of all the categories the audience belongs to. This is what’s known as a look-alike model. This means not only will you see what demographics your audience indexes to, but thanks to the largest data marketplace in the world, we also will know whether or not your audience loves watching the Kardashians. (BTW, everyone loves the Kardashians whether or not they admit to it.) Here are two examples of how marketers used data from the Oracle BlueKai DMP reports to elevate their campaign effectiveness. 1) Doing more for the holidays Earlier this year, I worked with an Oracle BlueKai DMP client who sold networking infrastructure equipment to enterprise audiences. This client was looking to significantly increase his email opens and click-through rates. The challenge? The current open rates were hovering between 5–9%, whereas the click-through rates were about 2–4%. While those rates are on par with industry standards in the B2B space, this client wanted to be better than the status quo. In running the email list through Oracle BlueKai DMP reports, my client discovered that their email recipients highly indexed against Halloween categories. Things such as “Likes Halloween Décor,” to Halloween candy shoppers, and preferences for Snickers and Kit Kats—it was evident that the recipients had Halloween at top of mind. Rather than reject these (seemingly) random categories, the team dove headfirst and launched a Halloween-themed campaign with content, imagery, and templates all mirroring this celebration. It turned into the best performing campaign in the company’s history, with an email open rate topping out at a whopping 60% and a click-through rate of 40%. That’s a 7x and 10x (respective) increase from the initial metrics and a good example of why listening to the data helps drive real success for marketers. 2) Gamers unite Another B2B client was looking for ideas to get her existing audience more engaged. Because this particular client primarily dealt with IT departments of large enterprises, she wanted the IT leads at these big companies to complete online surveys. The challenge? Past campaign results were disastrous—very few of the emails were opened, and no one filled out the surveys. Using the Oracle BlueKai DMP reports, my client discovered that a large portion of these IT department leads were avid video gamers. This revelation sparked a new email campaign idea where the team added a flash-based game onto the survey’s landing page. The emails touted the fun game and invited all recipients to play. Incredibly, she also saw a 60% open rate, which led to the most well-received email campaign this B2B client ever experienced. The data-driven bottom line These clients took a leap of faith by completely trusting the data rather than leaning on their preconceived biases. It is easy to fall back onto tired ideas about your audience. Sometimes, a little creativity—and some data to help fuel that ingenuity—goes a long way. So, for marketers to achieve next-level results, let data be your guide. Customers of the Oracle BlueKai DMP have access to some of the most robust and intuitive reports to help with their advertising campaign decisions. If you’re interested in learning more about how our DMP can up your marketing game, contact The Data Hotline. Plus, check out our top questions to ask your DMP provider. About Jeffrey Lin Jeffrey is a marketing and advertising technology veteran whose career spans more than a decade. As a senior solutions consultant, he believes in helping marketers get the most out of their technologies.  Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook! Image: Shutterstock

This week’s guest blog post is contributed by Jeffrey Lin, Senior Sales Consultant, Oracle Data Cloud. Every single marketer I have ever talked to has told me: My organization needs more data to better...

Culture

News and events look back for Oracle Data Cloud: Spring 2018

Ever wonder what fun events, newsworthy projects, and volunteer opportunities Oracle Data Cloud has been up to behind the scenes? We’ve rounded up our most exciting updates in this blog post for you. Partner Olympics Ten of Oracle Data Cloud’s top digital partners came together on May 16 in New York City for an evening of friendly competition and a chance to win gold at our second annual Partner Olympics. Hosted at The Park restaurant, partner teams competed against each other in fierce battles of Cornhole, Giant Jenga, Pictionary, Ping-Pong, and Pop-A-Shot basketball. At the end of the night, Team Oath was victorious, bringing back the gold medal and bragging rights. Team AppNexus, the defending champions, won silver and Team Twitter won bronze, plus an honorable mention for Best Dressed. Check out some pictures from Partner Olympics. IAB Tech Lab’s Open Measurement Software Development Kit (OM SDK) Recently, the IAB Tech Lab released its Open Measurement Software Development Kit (OM SDK) to provide seamless 3rd party viewability and verification measurement for ads served in mobile app environments. The initiative was an entirely collaborative effort with Oracle’s Moat,  comScore, DoubleVerify, Google, Integral Ad Science, and Pandora each contributing their different perspectives and technologies to the industry-wide effort. Together, these founding members comprised the Commit Group, which worked toward the goal of bringing seamless integration for mobile measurement, ad verification, and flexibility for advertisers and agencies. Learn more on the Oracle Data Cloud blog. Retailer Share Group Also in May, our Consumer Packaged Goods Retail team at Oracle Data Cloud hosted the Retail Share Group (RSG) in Chicago. Fun fact: The Oracle offices are in the Willis Tower, the eighth tallest building in the world. The morning session included Oracle Data Cloud research findings and retailer best practices, followed by lunch with a view on the 99th floor Skydeck.  The afternoon session featured a panel discussion on current digital trends and challenges in the retail space. The panel was moderated by Oracle Data Cloud’s own Blake Eisler, Director, Client Solutions and included Shawn Riegsecker, Centro CEO; Brandi Pitts, VP, Marketing and eCommerce at Reynolds Consumer Products; and Robin Opie, GVP, Oracle Data Cloud. One retail participant exclaimed that RSG was, “One of the best share groups we’ve had for quality and quantity of content in a short time.” Oracle makes an Impact Impact is Oracle Data Cloud’s first employee resource group and our goal is to increase gender diversity and parity across our organization. Our group has nearly 200 members who form a global community that serves as a forum for education, discussion, networking, and action.  Michelle Hulst, GVP of Marketing & Strategic Partnerships at Oracle Data Cloud and MAKERS board member, recently discussed her role as an executive sponsor of Impact and how Oracle Data Cloud is changing the game for women in the industry. Learn more from Michelle and the Impact team on the Oracle Data Cloud blog. Hackathon In mid-May we hosted our fourth Oracle Data Cloud Hackathon in Reston, VA. Teams from all over the globe traveled to participate in this 24-hour event. These events encourage cross-team collaboration on projects that will have a culture or business impact. Employees love the opportunity to come together with teams they don’t normally work with to build, create, and problem solve while having a lot of fun. At Oracle Data Cloud, we work hard and play hard—the networking, games, and competitions during these hackathons are just another way we introduce our teammates to Oracle’s ever-evolving culture. Learn more about Oracle Data Cloud's unique culture. Moat Measurement Series During a recent visit to Sao Paulo, Brazil, Moat hosted the first installment of our educational International Measurement Series—with more than 60 attendees representing brands, the largest agency holding companies, and representatives from local publishers and platforms. The event, an introduction of Moat to the Brazilian market, featured a state of the industry keynote highlighting in-market benchmarks, a spotlight feature on social analytics, and a volunteer panel discussion about the challenges advertisers and agency teams face in quantifying success of their digital marketing investments. Check out more information on Moat Measurement and learn key insights from the sessions on the blog. ARF Women in Analytics On May 2, Oracle Data Cloud Senior Client Partner Joanna Havlin moderated a panel called “Evaluating Creative,” devoted to creative evaluation, building a community, and honing leadership skills. The mission of the ARF Women in Analytics is to advance the analytics industry by moving the needle on gender equality, and to inspire, motivate, and energize women through events, evangelizing female leadership, and creating a co-mentoring environment. Those attending had an opportunity to network with fellow women in the industry. Advertising Week Asia Oracle Data Cloud General Manager Toru Sasaki spoke on a panel, “Viewability: The Key to Driving Impact Across Screens," for AdvertisingWeek Asia. The May 16 panel discussion dove into brand safety and viewability and provided the Japan market an introduction to why MOAT and Grapeshot are vital when solving cross-device challenges. Out of more than 100 sessions, “Viewability” was ranked in the top 5 recommended sessions by Digiday Editor-in-Chief Brian Morrissey. Data Quality Labeling Standards The ARF, CIMM, and DMA announced in May their plans to develop audience “data quality labeling standards.” In a recent video featuring Mike Schumacher, Oracle Data Cloud Vice President, Data Science, explained  the initiative is intended to help standardize data quality and transparency for marketers.  Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook!  

Ever wonder what fun events, newsworthy projects, and volunteer opportunities Oracle Data Cloud has been up to behind the scenes? We’ve rounded up our most exciting updates in this blog post for you. Pa...

Guest authors + Interviews

The value of audience data for marketers

This week’s guest blog post is contributed by Heather Robertson, Senior Manager, Partner Marketing, Oracle Data Cloud. During the first half of 2018, marketers saw a growing number of headlines pointing to the impact of using audience data for advertising. Long story short: Audience data is creating new challenges—and opportunities—for marketers. We spoke with Mike Schumacher, VP, Data Science, Oracle Data Cloud, about the value of audience data and key areas marketers should keep top of mind when partnering with data providers. Oracle: What’s your sense about why there's greater urgency around the topic of audience data?   Mike Schumacher: As the industry has matured, we’ve seen increased scrutiny and demands for transparency in many facets of adtech, including ad units, open RTB, viewability, etc. As a result, we’ve seen common currencies emerge, along with improved understanding within the industry, enabling marketers to make better decisions. Several industry bodies (ARF, DMA, IAB), prominent marketers, and data companies are making significant investments in innovation and transparency for audiences in 2018.  Oracle: Why should marketers apply 3rd party audiences to their media buys? Schumacher: Intuitively, we know that relevancy matters. Great creative, a viewable ad unit, or a compelling offer can’t overcome the wrong audience. Audience-centric media buys simply perform significantly better than ordinary campaigns. Whether the KPI is click, conversions, or other actions, the right audience data enables marketers to capitalize on relevancy.  Oracle: What’s the one thing marketers should do with audience data? Schumacher: Significant increases in data volumes, coupled with innovations in audience construction and reachability via cross-device, resulted in a dramatic increase in audience options for media buyers.   All data is not created equal, and it’s important that marketers work with their audience partners to understand their options and make fact-based audience selections.  Oracle: What are three requirements marketers should look for when choosing a 3rd party audience data provider for their campaigns? Schumacher: First, marketers should demand fact-based evidence, ideally proof of efficacy of audiences. Second, marketers ought to request transparency of their audiences, including where data are sourced and how audiences are constructed. Finally, marketers should look for partners to activate audiences in many channels with high-fidelity integrations. Oracle: What are some of the core methodologies behind how audience segments are built? Schumacher: Audiences can be built in a variety of ways, ranging from “if/then” business logic to complex machine learning models. Business-logic audiences depend on manual definitions of desired behaviors. For example, “Users who read car reviews online might be in-market for a car.” These rules-based audiences are easy to understand and provide the ultimate control. Modeled audiences may leverage the same underlying data, but use that data in an optimal, multivariate manner. They also score individuals using the collection of their data attributes with empirical assignment of each data element.  With all that said, a true test of an audience is not whether it uses declared vs. observed data, or whether it’s rules-based vs. modeled. The true test is whether it performs. We found that while methodologies matter, the underlying strength of the data used in the audience and an accurate ID Graph are the most important components for building an audience. Oracle: Please elaborate on how these methodologies impact the development of syndicated and custom audience segments. Schumacher: Syndicated audiences tend to cover the most commonly requested audiences, with a blend of data and methodologies, to enable sufficient scale with strong performance. Custom audiences, including custom models, typically take advantage of data-driven insights and technologies to yield the highest performance audiences with configurable scale. Oracle: Is there any recent research your team has conducted that speaks to the ways audience data has impacted campaign performance? Schumacher: Our general framework for audience assessment allows us to compare different audience reach techniques, including demographic data, purchase-based data, custom models, etc., in their ability to predict and reach future buyers. Minimizing the cost of reaching future buyers and giving brands an opportunity to influence a consumer’s future spend are the primary goals.  In research conducted in 2018, we’ve found that modeled or data-driven audiences tend to reach significantly more (25%, 50%, 100%+) future buyers than demographic targeting and many multiples of general, run-of-site based media. What’s also interesting is that this data-driven improvement is consistent. That is, we’ve yet to uncover a situation across a wide variety of brands and categories where audience didn’t yield a significant impact. Contact The Data Hotline today to dive deeper into the value of data for your campaigns. (What's The Data Hotline?) About Mike Schumacher Mike oversees several groups of data scientists at Oracle Data Cloud who build, validate, and deploy analytical solutions on behalf of advertisers and consumer platforms.  Mike has more than 15 years of applied analytics experience, including data science positions within advertiser, media publishing, and technology organizations. He has a deep understanding of audience modeling, campaign impact measurement, and media optimization algorithms. Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook! Image: Shutterstock

This week’s guest blog post is contributed by Heather Robertson, Senior Manager, Partner Marketing, Oracle Data Cloud. During the first half of 2018, marketers saw a growing number of headlines...

CPG

3 data-driven strategies to win back-to-school shoppers in 2019

Last year, shoppers spent more than $700 per household on back-to-school supplies. How can you get a piece of that big spend? Get our back-to-school audience strategies to stay ahead of the curve and drive sales, and check out our shareable infographic for the insights you need to connect with the right buyers at the right time. Utilize these strategies to take your campaign to the next level, maximize your marketing spend, and deepen connections with your audience well into the school year. Winning Strategy #1: Reach your audience where they shop retail, whether online or in-store. Levels of affluence have distinct spending patterns. Make sure you know where your audience spends. Winning Strategy #2: The data doesn’t lie: Back-to-school shopping on mobile devices increased 64 percent in 2017. Put your marketing dollars behind mobile. Winning Strategy #3: Both the top 1 percent and the bottom 30 percent, by affluence, of shoppers spend at big-box stores. How do you connect with both? Consider 2nd party data sharing with your key big-box retailer partner to identify and understand overlap shoppers.  Want to dive deeper into these three winning strategies? Download our back-to-school shoppers infographic and gain access to the latest data-driven tips. Want to win back-to-school audiences? Contact The Data Hotline.

Last year, shoppers spent more than $700 per household on back-to-school supplies. How can you get a piece of that big spend? Get our back-to-school audience strategies to stay ahead of the curve and...

DMP

How to use a Data Management Platform to build a powerful custom data strategy

This week’s guest blog post is contributed by Michael Kim, Client Solutions Manager, Oracle Data Cloud. Data Management Platforms (DMPs) play a critical role in an organization’s ability to store and manage vast amounts of 1st party data. However, the long-term value of a DMP ultimately comes from how you take action with that customer information. The ability to access and leverage data efficiently is what turns a DMP from a data-storage warehouse into a marketing machine. A good DMP partner should help you: Uncover meaningful customer insights Build a customized data strategy Execute your strategy across multiple platforms Customer insights The ability to understand your customers is key. The most effective way to do this is by comparing your 1st party customer data against a vast array of 3rd party data assets that help to give context and uncover who your customers are. These assets might include demographic information, past purchases, hobbies, interests, TV viewing—and that’s just scratching the surface as to what a data-laden DMP can offer. By understanding those insights, your organization can start to build customized marketing campaigns, uncover previously unknown trends, and help tailor your messaging to use your marketing budget as efficiently as possible. Custom, comprehensive data strategy Understanding your customers is incredibly important for an organization’s data strategy. But 1st party data only allows you to understand users who are directly engaging with your products and services. Most organizations are missing out on the larger market. An experienced DMP partner can help you develop a comprehensive strategy that leverages best-in-class 3rd party data assets to help your organization reach the full universe of potential users. From basic strategies (suppressing website visitors to reach net new customers) to more complex ones (establishing a data feedback to your organization to help optimize your website depending on the visitor), having an experienced DMP partner with vertical expertise ensures you are using the full array of audience data and products that make sense for your organization. A comprehensive game plan confirms you remain competitive in your industry. Data activation Understanding your customers and developing a custom data strategy are only as good as what you can do with them. An established DMP can execute your strategy across the vast network of DSPs, social networks, and other DMPs in the digital advertising landscape. Having the integrations, or “pipes,” established to these partners is the only way your message will reach the right user. Your DMP partner will provide seamless activations for a single audience with multiple endpoints as well as deliver expert assistance if there are any issues with the activation. When your organization evaluates a potential DMP partner, focus on what that DMP can do for your business. The ability to provide analytics and context about your customers, develop a customized data strategy leveraging both 1st  and 3rd party data, and activate the data to all of your partners is what makes a DMP a powerful tool in your marketing arsenal. Get our checklist with our top questions to ask your DMP provider. Have more questions about the DMP? Head to The Data Hotline.  About Michael Kim Michael is a Client Solutions Manager at Oracle Data Cloud. He helps advertisers in the Technology, Telecom, and Media & Entertainment verticals achieve marketing success by developing data-driven audience-targeting strategies. Prior to Oracle Data Cloud, Michael helped advertisers reach the right audience at AddThis, Time Inc., Yahoo, and Aol. Image: Shutterstock

This week’s guest blog post is contributed by Michael Kim, Client Solutions Manager, Oracle Data Cloud. Data Management Platforms (DMPs) play a critical role in an organization’s ability to store and...

Campaign planning

How device usage provides context around consumer behaviors

This week’s guest blog post is contributed by Jack Foster, Product Strategy, Consumer Tech, Telecom, and Media & Entertainment​, Oracle Data Cloud.  We all have that friend or coworker who considers themselves a personal tech guru, offering their POV on which virtual assistant is best, which 4K smart TV is unsurpassed for streaming, and, of course, weighing in on the Android vs. iPhone debate.   But what does the ownership of these different devices tell you about people, and how can marketers use this information to learn more about their customers? That’s where Device-o-Graphics makes things interesting. Device-o-Graphics is a new class of audience segments enabling marketers to reach people based on both the types of internet-connected devices they own, including mobile phones, smart TVs, smart home devices, computers, cars, etc., and the characteristics of those devices, such as the age of the device, how it is primarily used, and the strength of its connection to a network or Wi-Fi. As devices play an increasingly integral role in our daily interactions, both with the internet and with other humans, device usage and ownership provide context to help a marketer segment audiences and learn more about their consumers.  Understanding consumer behaviors Take a user who has a large screen phone like the iPhone X, owns a smart TV, and has a streaming device such as a Chromecast or a Roku. We’ve learned from our internal analysis that this person is, unsurprisingly, most likely to be an entertainment enthusiast and stream shows and movies at a much higher rate than the average person. Similarly, if you own a Google Pixel phone, an Amazon Echo, or another smart home device and a connected speaker like a Bose or Sonos, that signals to marketers you’re a tech enthusiast with an interest in home automation. These device attributes give marketers a fuller picture of a user than a typical demographic like age or gender will. Variables such as consumers’ disposable income, buying habits, media consumption, and interaction with the internet can be inferred from Device-o-Graphic audiences that never could be gleaned from traditional demographic data. Tech, telecom, and beyond For tech companies trying to consolidate users onto operating systems like Bixby or Alexa, Device-o-Graphics not only can identify what devices people own that are compatible with those systems, but also will help them understand when users are at the end of their lifecycle with a product. This allows firms to create a network effect of users consolidating more of their devices onto a single operating system, thereby making their relationship with consumers much stickier in the long term. Similarly, knowledge of mobile device ownership and usage is crucial to telecoms as they are inextricably linked to the phone-buying process via the incentives they offer users to switch carriers. As referenced in the chart below, 89 percent of all promotion dollars that telecoms spent in the first half of 2017 went to some form of device discounting. As a result, all telecoms should use metrics such as device age and model to more accurately target users with device offers to precipitate carrier switching. *Based on 2018 Oracle Data Cloud research. We’ve seen the use of Device-o-Graphics elements on tech and telecom campaigns become standard practice over the past few quarters or so, as top OEM’s began including these audiences on phone launch campaigns in the late fall and wireless telecoms relied on them during Black Friday and the holidays. Looking ahead, we believe this newest batch of Device-o-Graphics audiences, released this spring, also will entice marketers across the Auto, Retail, and Financial Services industries to begin integrating these tactics into their marketing strategies, enabling them to understand their customers and the devices they use on a deeper level.  Learn more about Device-o-Graphics and how this audience segment can impact your marketing efforts. Get advice for your next tech, telecom, or media and entertainment campaign by contacting The Data Hotline. About Jack Foster Jack leads product strategy for Oracle’s Consumer Tech, Telecom, and Media & Entertainment groups. He was originally brought on to advise Oracle Data Cloud on vertical expansion and subsequently helped launch the Industry Verticals group. Prior to joining Oracle, Jack was in product marketing and sales strategy at Rocket Fuel, focusing on its entertainment business. Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook! Image: Shutterstock

This week’s guest blog post is contributed by Jack Foster, Product Strategy, Consumer Tech, Telecom, and Media & Entertainment​, Oracle Data Cloud.  We all have that friend or coworker who considers...