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3 Key takeaways from Oracle Data Cloud’s 2017 EU Data Summit

This week's guest blog post is contributed by Emmeline Toyama, Sr. Product Analyst, Oracle Data Cloud.

Demand for pushing marketing boundaries into new digital frontiers has never been greater and it’s up to marketers like us to continue to push for innovation in data, insights, media and technology and to connect more deeply with our customers.

On October 11, industry leaders, business executives and influencers gathered at London’s Ham Yard Hotel to discuss how to use data to create competitive advantages and win. Here are the day’s three key takeaways.

Industry standards of transactions are changing, making new attention metrics possible

“A better consumer experience is the responsibility of both advertiser and publisher,” said Jonah Goodhart, SVP of Oracle Data Cloud and Moat Co-founder.

That’s why Moat created a universal framework for evaluating video to achieve greater measurement parity across platforms.

In creating a transparent video score to effectively measure human attention (whether the ad was seen, how large the ad was relative to the device screen and whether the video was heard), Moat provides advertisers and partners with a common metric to improve business results.

Reach is important, but relevance makes all the difference

“Not all data is created equal,” said Robin Opie, Oracle Data Cloud GVP, Data Science, and building foundational accuracy through data and science is critical to increasing audience relevancy.

Evaluating the size of your audience reach lets you extrapolate the best audience and insights to maximize outcomes. 

A panel of industry leaders gathered to share best practices into attaining audience and performance equilibrium.

From a B2B leader’s standpoint, the challenge with B2B audiences is scaling the right accounts with a hyper-targeted focus.

Market leaders agreed the ideal audience targeting combination will consist of the right message to the target audience, on the right channel, at the right time, in a single view. Data adds more dimension, giving you a more holistic view of your audience.

Organizations can and will evolve with GDPR beyond the EU

General Data Protection Regulation (GDPR) is a new law that intends to strengthen and unify data protection rules for the EU.

The changes are substantial and, at times, ambiguous but we will see a fundamental shift in our industry as a whole to demonstrate greater accountability and transparency into safeguarding customer data. 

For more from the EU Data Summit, watch James Chandler, CMO of IAB UK, discuss how brands are leveraging data across verticals to stay ahead of the curve.

About Emmeline Toyama

Emmeline Toyama is the Senior Manager of Brand Partnerships Marketing at Oracle Data Cloud, where she develops cross-channel brand and customer campaign strategies. With over 10 years of cross-vertical digital advertising experience, she has worked with some of the world's most innovative consumer brands including: Amazon, Disney, McDonald's, Microsoft, Procter & Gamble and Volvo. She loves her kids, languages (she speaks 5), tea, and world travel when her schedule permits.


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