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Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Understanding Data as a Service for Business Oracle Confidential – Internal/Restricted/Highly Restricted 1 Omar Tawakol GVP and GM of Oracle Data Cloud
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle’s History and Future in Data Separating databases from applications Software in any enterprise computing environment Grew to 310,000 data base customers Oracle Confidential – Internal/Restricted/Highly Restricted2 Disrupting data and information management since 1977 THENNOW Separating data services from application services 7.5 trillion marketing data transactions on 1B monthly profiles Over 700 million unstructured messages daily from 40 million sites in 19 languages 240 million B2B companies and contacts worldwide
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Data is the Connective Tissue Why? – Lack of common identifier across channels, across the enterprise – Difficult to verify data quality across sources – Data siloes ; hard to turn data into action across variety of platforms – Increasingly complex legal, commercial and privacy rights to navigate – A myriad of point solutions that does not connect enterprise-wide data Oracle Confidential – Internal/Restricted/Highly Restricted3 But many businesses still struggle to gain competitive advantage with data
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – internal4 An data licensing model where data is provided through a cloud service For business applications and business users in marketing, sales, services, etc. Data offerings include both anonymous and known profiles for smarter B2B and B2C business action Oracle Data as a Service for Business - Defined A vendor-agnostic approach to data services – plug into any application
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted5 Data Informing Smarter Action Everywhere Oracle Data as a Service for Business Data as a Service for Business Platform as a Service Infrastructure as a Service Software as a Service Data as a Service for Sales (NEW) Data as a Service for Marketing Data as a Service for Social Most Scale and Variety Data Portability and Connectivity Speed to Data Adoption and ROI Transparent and Trusted
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Data as a Service for Business Oracle Confidential – Internal/Restricted/Highly Restricted6 Technology Components Data Ingestion 1 Value ExtractionRights Management Data Activation 234 Cross Channel ID Unification Scalable Infrastructure
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Data as a Service For Marketing Oracle Confidential – Internal/Restricted/Highly Restricted7
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Data as a Service for Marketing: Depth, Breadth, Scale BlueKai Intent Data – 230MM Profiles Branded Partner Data (includes B2B) Unbranded Partner Data 3 rd Party Sources Approximately 1B total global profiles Geographic Demographic Interest Lifestyle Behaviors Past Purchases Predictors Autos Consumer Packaged Goods (CPG) Education Financial Products & Services Retail Services Travel Qualified Demographic Real Estate
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Data as a Service for Marketing Oracle Confidential – Internal/Restricted/Highly Restricted9 Prospecting at scale, relevant ads and content across online, mobile, search, social and video Audience: Marketers, publishers, ad networks, exchanges, ad tech vendors A large telco company is looking for new customers who are in-market for a new smart phone. They target that audience with relevant advertising, and enticing offers that speak to a younger demographic. They are able to target the same audience across online, mobile, search, social and video. When the audience arrives at their website, they are able to customize the site content to drive home the sale. Leveraging 3 rd party data from Oracle BlueKai, they are able to assemble an audience (anonymous) of students who are actively searching for and researching smartphones. Results: 5x lift in performance vs. traditional data 2.5x In performance goals using data modeling
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Pre-Integrated Cross-Channel Data Activations Oracle Confidential – Internal/Restricted/Highly Restricted10 Ad targeting, site customization, testing, lookalike modeling, etc. Attribution Ad Serving Partners Native and Search Partners Media Partners (Mobile) Data App Partners (Modeling) Ad Customization/Website Site Optimization Media Partners Data Activation
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Data as a Service for Sales New! Oracle Confidential – Internal 11
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | The Most Comprehensive Business Data Offering for Sales Qualification and Prospecting Data as a Service for Sales Data driven qualification and prospecting Discover and reach the right people Enrich sales database Integrated access from CRM Oracle Confidential – internal Integrated with:
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Deepest Profile Data Available in the Market Enterprise Ready Oracle Confidential – internal Trusted Data Source Data as a Service to Sales – Why is this unique? Over 150 company attributes Social connection data including Twitter, Linkedin, YouTube, Slideshare, etc. Competitive relationships of an account Designed for use by technical and non-technical personas Unconstrained Data Usage: Pricing based on records, not users with monthly and yearly subscriptions Data Portability beyond sales to marketing, BI, social and HCM. Centralized Licensing: One simple license for cross-enterprise use Largest business database in the world covering 200 countries Proprietary governance, unique identifiers and 1.5 million records updated daily Unique partnership with Oracle marrying the best of data and integration into business applications across the enterprise
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal14 Company and Contact Profile Attributes Contact Data D-U-N-S Number (*)Individual ID Role IDOccupation LocationPrefix First NameMiddle Name Last NameGender Age RangeSuffix Vanity TitleMRC Code CompanyCompany Phone Company Phone Extension Direct Dial Phone Primary AddressLast Update Date Role Add/Change/Delete Indicator Company Data DUNS Number Company Description Competitor DUNS number Primary Competitor Indicator Diversity Data Green Data Risk Data Contact Social Data Profile PhotoKred Score Kred Outreach ScorePeer Index Score Twitter Profile URLTwitter Match Score Facebook Profile URLFacebook Match Score LinkedIn Profile URLLinkedIn Match Score Slideshare Profile URLYouTube Profile URL Vimeo Profile URLKlout Profile URL Addition Prifle URLs for: Xing, aboutme, flavors, Zerply, gravatar, foursquare, gowalla, plancast, formspring, quora, stackoverflow, github, gitorious, ohloh, scribd, flickr, picasa, photobucket, twitpic, plixi, lastfm, pandora, grooveshark, ilike, Spotify, soundcloud, audioboo, sharemyplaylists, dailybooth, flixster, tumblr, Wordpress, Posterous, livejournal, blogger, Soupio, Lanyrd, paperli, tripadvisor, etsy, etc.
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | How does it work? Data Intelligence to All Business Functions IMPORT NEW ENRICH EXISTING BI Cloud Service Cloud Data Ingestion/ Compliance Value Extraction/AggregationCross Functional Activation Social Cloud HCM Cloud Data Feeds Oracle Data as a Service Sales Cloud Marketing Cloud Companies Contacts Social Identities Hierarchies Competitors
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Sales Cloud Use Cases Data Stewards Database enrichment, cleansing, validation Oracle Confidential – Internal16 Data as a Service for Business InterfaceAdding new contacts within Oracle Sales Cloud Import new B2B Contacts/Leads of Matched Accounts Sales Representatives New account qualification, new contacts Create new Accounts or Match existing accounts against millions D&B companies
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Marketing Cloud Use Case Oracle Confidential – Internal17 On-demand search for leads across 45million contacts by department, management level, company size etc. Easily import leads into OMC and map by DUNS and link to DaaS ID and DaaS Demand Generation or Marketing Automation Manager Prospecting list creation, opportunity generation
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Data as a Service For Social Oracle Confidential – Internal/Restricted/Highly Restricted18
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Data Collection Access to More than 700 Million Messages Daily Global feeds of social media and news data from over 40 million sites Social networks, blogs, video sharing, forums, news, and review sites Full content captured, not just summary information Oracle Confidential – Internal/Restricted/Highly Restricted19 Facebook Twitter Google+ MySpace YouTube FriendFeed LinkedIn Answers Wordpress Blogger Yahoo Answers Feedburner ePinions Cnet CNN BBC Baidu Doctissimo Reclameaqui And more…
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Data as a Service for Social Oracle Confidential – Internal/Restricted/Highly Restricted20 Extracting valuable signals from unstructured social data to understand consumer needs Audience: Marketers, customer service, sales, eCommerce, social media managers With real-time semantic analysis and a pool of 3 rd party social data, DaaS for Social helps uncover… A major Telco saves all their chat logs with customers and prospects but is unable to extract meaning to drive business action Hot topics Key Indicators Sentiment Language Indication Themes Terms Retailer wants to extract signals from social channels to gain insight on consumer purchasing process and identify opportunities for further engagement Gender Brand Selected Social handle Indicators: Quality, Favorable Sentiment: Positive Klout Score Results: Competitive Intelligence Consumer Intent Detection Purchase Language Insight 5x in fan engagement
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Data as a Service for Social Offerings Oracle Confidential – Internal/Restricted/Highly Restricted21 Semantic API Process and categorize external unstructured text – call center transcripts – chat logs – internal community messages – surveys, etc. Semantic API Customer text passed to Listen Customer Analytics Social Media Dashboard Listen Topic-based Analysis Data Enrichment API Process and categorize social unstructured text – For external systems, tweet IDs + enrichments Full Content & Enrichments Twitter IDs & Enrichments Data Enrichment API Oracle Public Cloud External Systems Customer DB DaaS for Social Processing Pipeline Data Enrichment API Analysis Types: Topics Indicators Themes Terms Sentiment Language *Limited Availability
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Addressability & ID Primary: Address Secondary: Name Zip+4 Primary: IDFA ADID FP Cookie Secondary: StatId Login 3 rd Party Cookie Primary: Cookie (1 st & 3 rd ) Secondary: Primary: Social handle Secondary: Cookie Primary: Subsid Secondary: Address Primary: Tel # Secondary: Address Direct Mail Call Center Mobile Primary: Address Social Digital Ads Digital TV
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Addressable TV Oracle Confidential – Internal/Restricted/Highly Restricted23 Registration ID Online Sources Mobile App Mobile Web Over the Top Boxes Google Ad ID Set Top Boxes Microsoft ID Other Emerging Channels Matched 1 st -Party Cookie Data Mobile Web 3 rd -Party Cookie Data CRM Household Level Cookies ID Mapping Customer Data Statistical IDs Offline Sources Contacts 2 nd Party Cookie Data Brick & Mortar Authors/ Posts Forums Reviews Unstructured Social Blogs Addressability and ID
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Takeaway Data has inherent value; Data as a Service (decoupled from applications), is a new way to connect the growing world of business applications Data can unify customer and audience intelligence across the enterprise Data is also the way to deliver a consistent experience across all channels ID graph is the key to a winning Data as a Service strategy. Very few companies have started to tackle this (or are equipped with the right assets to create a comprehensive mapping). Oracle Confidential – Internal/Restricted/Highly Restricted24
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Data as a Service for Business Oracle Confidential – Internal/Restricted/Highly Restricted26 Technology Components Data Ingestion 1 Value ExtractionRights Management Data Activation 234 Cross Channel ID Unification Data Computation Structured/Unstructured Anonymous/PII Offline/Online/Mobile/V ideo Search/Social 1 st /3 rd Party Real-Time/Batch/Server Side Public/Acquired Cross Channel Matching Signal Extraction: Intent, Sentiment, Themes, Topics Quality Assurance: Data Cleansing, De-duplication, Verification, etc. Rights Management Provisioning Privacy Legal & Compliance Pricing & Economics Payment/Revenue Management Integrated/Standalone Cross Channel Marketing Social Insights Sales Database Enrichment Industry Benchmarking Analytics/Modeling
Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | A data-driven business… Oracle Confidential – Internal/Restricted/Highly Restricted27 What does it look like? Questions…Data Needs….Outcome… Who should I prospect, how do I segment? What should I say? Am I talking to the right person in the org? What are all the ways I can get in contact with them? What are customers saying about my products/brand? What trends should I be aware of? Shopping interest data Past transactions Known B2B Profiles Business data Linked social handles What they say What they share Prospect audiences with right ads and content across any channel Improve sales efficiency with better leads and insights Increase retention with better social listening and signal extraction Marketing Service/Loyalty Sales
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Big Data as a Service for B2B Applications 1 Mike Sabin, EVP & GM, Global Alliances.
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