Use Data to Extend Your Marketing Reach with Oracle DMP


I often hear clients saying they want to do true multi-channel marketing and tap into new prospects beyond their marketing automation platform. Can you relate? Well, good news!

BlueKai was purchased by Oracle in 2014 (see details), which makes it easier for Oracle Marketing Cloud customers to fulfill their modern marketing dreams! BlueKai, now officially named Oracle Data Management Platform (DMP) is a data management tool (not to be confused with a data warehouse) that uses 1st, 2nd, and 3rd party data to optimize campaigns to prospective buyers on any channel, including display, social, and mobile. It’s one tool with several components:

• Data Management Platform
• Audience Data Marketplace
• Audience Analytics Suite

And, it has pre-existing hooks to pass info back and forth seamlessly between other OMC platforms (Maxymiser, Eloqua, Responsys) for true multi-channel marketing. In a nutshell, the Oracle DMP allows you to unify your data and target the right audience to drive revenue.

Want to do a quick deep dive on the Oracle DMP with me? Let’s do it. When you purchase the platform, it comes equipped with a ‘Data Marketplace’ (supplied by Oracle Data as a Service (DaaS) for Marketing) right within the toolset. The marketplace provides users the ability create audiences from its own data collection pool, as well as 3rd parties like Acxiom, D&B, Forbes, and Datalogix. There is a plethora of demographic and purchase behavior data available across all industries. Think 350 million+ profiles where buyers and sellers trade data like stocks. The best part? The data is constantly auto refreshed and never more than 90 days old. For a complete list of vendors who contribute to the marketplace, check out the Little Blue Book. Of course, you also have the ability to onboard your own data from CRM or MAT, and you’ll create a ‘taxonomy’ for your install and load tags across your website to track 1st party data. With all these features, you can see how this becomes a powerful platform with access to 1st, 2nd, and 3rd party data all in one spot.

Side note: One really important fact to know about Oracle DMP is that the data is anonymous. What I mean by this is it uses data based on ID swapping, therefore no PII (personally identifiable info) resides there. The keys are hashed, and the data collected is mostly based on cookies and visitor profile information. When you push a campaign out to these folks via the tool, there is no email, no name, no PII attached, which is pretty standard in the world of DMPs.

You can use the Oracle DMP to create audiences using all of that data to preview what your potential reach would be, and then you can purchase any 3rd party data to ‘activate’ it via an online campaign, again, all right within the toolset.

This is where the fun really begins. Another amazing capability of the platform is it comes with over 30 pre-integrated media vendors, like Double Click, ValueClick, and AppNexus with the availability to add others. You can launch a campaign and drive revenue by converting net new visitors to your website or through to a product purchase.

Types of campaign solutions you can deploy are:

• Media targeting:
 Pass campaign data to a media technology platform in order to acquire users on ad exchanges and networks, or to make direct buys
• Search campaigns:
 Retarget site visitors using DMP attributes to boost paid search keyword returns
• Site Optimization (SEO): 
Pass data to SSO vendor (offers, content, style) to create personalized site experiences based on users preferences
• Social: 
Retarget internet users across social media platforms like Twitter, Facebook, and LinkedIn
• Dynamic Creative Optimization: 
Ad serving dynamically targets site visitors leveraging attributes from the DMP
• Look Alike Modeling: 
Identify high-value users that behave similarly to your best customers and converters or target audiences that resemble another audience

After you launch a campaign, you can dive into the nifty Discovery Analytics tools and run reports such as:

• Audience Discovery: 
Queries any saved audience to define which audiences are working best or worst
• Media Discovery: 
Collect impression and click data from creative to determine which media campaigns are working best and worst
• Funnel Analytics: 
Compare two events and show audience matrixes and how you can move them further down the funnel
• Audience Profile: 
A composition of your segment

All these reports allow you to control expenditures, access results, predict trends, and facilitate decision making while checking your campaign progress. Pretty awesome.

Hopefully, by now, you can clearly see why companies are crazy for the Oracle DMP. When my clients ask my opinion on what other marketers are doing to get ahead, I always turn to extending the use of the great tools they already have and looking for the next best thing. I’m a big fan of using the Oracle Marketing Cloud marketplace to see what technologies or products are newly integrated with the OMC.

This year, I’m predicting that the Oracle DMP will become a necessary facet in any strong marketing organization that is upping their game to the next level with true multi-channel campaigning. Hey, it’s why my Relationship One team is now helping other modern marketers implement it. #plug