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

  • February 19, 2015

Deterministic audience targeting for businesses

Guest Author

In this week's guest blog post Jerry Ronaghan, Co-Founder of Audience Solutions at Dun & Bradstreet, talks audience targeting.

For over 170 years, Dun & Bradstreet has provided businesses with the ability to understand the total risk and opportunity associated with your most meaningful relationships.

Today, data is more central to understanding your company’s relationships than ever before. The notion of a ‘data explosion’ is a common theme throughout the business community. However, today’s unparalleled access to data does not come without its challenges, including the ability to separate the signal from the noise. Technology can help to some extent, but technology alone cannot answer the questions of ‘what data do I need, where do I need it and how do I act upon it’.

At Dun & Bradstreet, our roadmap is focused on helping customers succeed by providing the right data, in the right form, where, when and how they want it, as well as providing the insight needed to maximize its value. We’re also looking to do so in new channels that extend beyond what D&B is typically known for, one of these being digital marketing.

As a result, we created Dun & Bradstreet Audience Solutions; a new, specialized division focused on transforming our world-class data assets into a suite of digital marketing products with data at their core.

At Audience Solutions, we’ve learned from Dun & Bradstreet’s rich history and experience that unlike the B2C space, the B2B decision journey is typically longer and more complex requiring many layers within an organization to participate in the eventual outcome. The potential for waste is high if you’re looking to communicate and create advocacy among a number of discrete stakeholder groups.

We believe today’s B2B digital marketer should focus as much as possible on deterministic rather than probabilistic data and ask themselves the question, “How much do I really know about a user before I commit to targeting them with paid media?”

At Audience Solutions, we’ve leveraged over 600 known attributes to enable a deep understanding of every individual’s role and business behavior within a company. This gives us the ability to apply a robust deterministic approach to all of our audience data and tailor an offering specifically around the complexity of the B2B space.

Through our partnership with Oracle, this same offering is now available to all BlueKai customers leveraging the Audience Data Marketplace. We’ve defined over 150 B2B audience segments meaning that you, too, can now benefit from a deterministic approach to audience data, when, where and how you need it.

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Photo: William Perugini/Shutterstock

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