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

Are you matching the right customers with email? Google and Oracle show you how

This week’s guest blog post is contributed by Curt Blattner, Head of OnRamp Solutions, Oracle Data Cloud.

There’s no doubt that Google Search, YouTube and Gmail represent premium, high-value inventory for online campaigns.

Google’s Customer Match helps you connect with your customers across this premium inventory, and Oracle Data Cloud will assist you to drive greater reach and even better results.

Google can help you reach customers that you already have a relationship with—like those in your loyalty program or who have made a previous purchase—in ways that are most relevant to their intent and context,” states Google.

Expanding your email matches

With Customer Match, use your first-party emails to reach your customers across Google’s largest properties. But with Oracle Data Cloud, you take that match to another level.

Leveraging the Oracle ID Graph™, we expand your matching in several ways.

First, you may have one email for your customer, but the Oracle ID Graph averages 3.13 emails per user. Our solution then provides more opportunity to generate a match to a logged-in Google user.

For example, you may have a customer email with Yahoo, Hotmail, AOL, Comcast or others.

Oracle likely has that email, plus up to three additional emails. We improve your odds of a match either directly to a Google Gmail, or other emails Google links to logged-in users.

We link your email to our ID Graph, and supply our three emails, for example, onto that same user to Google to generate the highest probability of a match.

Matching customers without email

For customers without an email, but with a name and address available, we match to our ID Graph based on that information. We typically match 95-98 percent to our ID Graph.

Once matched to our ID Graph, we leverage more than 750MM emails, a majority of which are derived from high-quality retail transactions occurring offline and online. The net result is far greater reach of your customers when targeting across Google inventory.

How Google Customer Match actually works

The process is simple. You upload your hashed emails and/or customer names and addresses to Oracle Data Cloud. We match and expand your email audience and then pass hashed emails to Google AdWords (no raw PII of any kind). 

Google matches these hashed emails to Google Accounts. Then you will reach your audience across devices and channels within Search, YouTube and Gmail. In some cases, Google can expand your audience to add “Similar Audience” based on your audience profile.  

As Google explains, let's say you’re a travel brand. When rewards members search for “non-stop flights to New York” on Google.com, you can show relevant ads at the top of their search results on any device exactly when they’re looking to travel there.

As those members are watching their favorite videos on YouTube or checking their Gmail, you also can show ads inspiring them to plan their next trip.

Final thoughts

The bottom line is Google Search, YouTube and Gmail offer high-value inventory that performs and Oracle Data Cloud can help you maximize your customer reach to ultimately let you drive better results.

Stay up to date with all the latest in data-driven news by following @OracleDataCloud on Twitter and Facebook! Need data-related answers for your next marketing campaign or client partner? Contact The Data Hotline today. (What's The Data Hotline?)

Image: Monkey Business Images/Shutterstock

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