copyright © 2014, oracle and/or its affiliates. all rights reserved. | understanding data as a...

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. |

Understanding Data as a Service for Business

Oracle Confidential – Internal/Restricted/Highly Restricted

Omar TawakolGVP and GM of Oracle Data Cloud

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – Internal/Restricted/Highly Restricted 2

Oracle’s History and Future in Data

Separating databases from applications

Software in any enterprise computing environment

Grew to 310,000 data basecustomers

Disrupting data and information management since 1977

THEN NOW 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


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

But many businesses still struggle to gain competitive advantage with data

Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Oracle Confidential – internal 4

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


Data Informing Smarter Action EverywhereOracle Data as a Service for Business

Data as a Service for Business

Platform as a Service

Infrastructure as a Service

Software as a ServiceData as a Service for Sales (NEW)Data as a Service for MarketingData as a Service for Social

Most Scale and Variety Data Portability and Connectivity Speed to Data Adoption and ROI

Transparent and Trusted


Oracle Data as a Service for BusinessTechnology Components

Data Ingestion

1

Value Extraction Rights Management Data Activation

2 3 4

Cross Channel ID Unification

Scalable Infrastructure

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Data as a Service For Marketing


Data as a Service for Marketing: Depth, Breadth, Scale

BlueKai Intent Data –

230MM Profiles

Branded Partner Data

(includes B2B)

Unbranded Partner Data

3rd Party SourcesApproximately 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


Data as a Service for Marketing

Oracle Confidential – Internal/Restricted/Highly Restricted 9

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 3rd 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


Pre-Integrated Cross-Channel Data ActivationsAd targeting, site customization, testing, lookalike modeling, etc.

Attribution

Ad Serving Partners

Native and SearchPartners

Media Partners (Mobile)

Data App Partners (Modeling)

Ad Customization/Website Site Optimization

Media PartnersData

Activation


Data as a Service for SalesNew!

Oracle Confidential – Internal


The Most Comprehensive Business Data Offering for Sales Qualification and ProspectingData 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. | Oracle Confidential – internal

Deepest Profile DataAvailable in the Market

EnterpriseReady

Trusted DataSource

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 – Internal 14

Company and Contact Profile Attributes

Contact DataD-U-N-S Number (*) Individual ID

Role ID Occupation

Location Prefix

First Name Middle Name

Last Name Gender

Age Range Suffix

Vanity Title MRC Code

Company Company Phone

Company Phone Extension

Direct Dial Phone

Primary Email Address Last Update Date Role

Add/Change/Delete Indicator

Company DataDUNS Number

Company Description

Competitor DUNS number

Primary Competitor Indicator

Diversity Data

Green Data

Risk Data

Contact Social DataProfile Photo Kred Score

Kred Outreach Score Peer Index Score

Twitter Profile URL Twitter Match Score

Facebook Profile URL Facebook Match Score

LinkedIn Profile URL LinkedIn Match Score

Slideshare Profile URL YouTube Profile URL

Vimeo Profile URL Klout 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.


How does it work?Data Intelligence to All Business Functions

IMPORT NEW

ENRICH EXISTING

BI Cloud

Service Cloud

Data Ingestion/Compliance

Value Extraction/Aggregation Cross Functional Activation

Social Cloud

HCM Cloud

Data Feeds

Oracle Data as a Service

Sales Cloud

Marketing Cloud

CompaniesContacts

Social IdentitiesHierarchies

Competitors


Oracle Sales Cloud Use Cases

Data StewardsDatabase enrichment, cleansing, validation

Data as a Service for Business Interface Adding new contacts within Oracle Sales Cloud

Import new B2B Contacts/Leads of

Matched Accounts

Sales RepresentativesNew account qualification, new contacts

Create new Accounts or Match existing

accounts against millions D&B companies


Oracle Marketing Cloud Use Case

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 ManagerProspecting list creation, opportunity generation


Data CollectionAccess 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

• Facebook• Twitter• Google+•MySpace• YouTube• FriendFeed• LinkedIn

Answers•Wordpress• Blogger

• Yahoo Answers• Feedburner• ePinions• Cnet• CNN• BBC• Baidu• Doctissimo• Reclameaqui• And more…


Data as a Service for SocialExtracting 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 3rd

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 IndicatorsSentimentLanguage IndicationThemesTerms

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, FavorableSentiment: Positive

Klout Score

Results: • Competitive Intelligence• Consumer Intent Detection• Purchase Language Insight5x in fan engagement


Data as a Service for Social Offerings

Semantic API

Process and categorize external unstructured text

– call center transcripts– chat logs– internal community messages– surveys, etc.

Semantic APICustomer text

passed to Listen

Customer Analytics

Soci

al M

edia

Das

hboa

rd

Listen

Topic-based Analysis

Data Enrichment

API

Process and categorize social unstructured text

– For external systems, tweet IDs + enrichments

Full

Cont

ent &

En

rich

men

ts T

witt

er ID

s &

En

rich

men

ts

Data Enrichment API

Ora

cle

Publ

ic C

loud

Exte

rnal

Syst

ems

Cust

omer

DB

DaaS for Social

Processing Pipeline

Dat

a En

richm

ent

API

Analysis Types:• Topics• Indicators• Themes• Terms• Sentiment• Language

*Limited Availability


Addressability & ID

Primary: Address

Secondary:NameZip+4email

Primary:IDFAADIDFP Cookie

Secondary:StatIdLogin Email3rd Party Cookie

Primary:Cookie

(1st & 3rd)

Secondary:EmailPrimary:

Social handle

Secondary:EmailCookie Primary:

Subsid

Secondary:Address

EmailPrimary:

Tel #

Secondary:Email

Address

Direct Mail

Call Center

Mobile

Primary: Email

AddressEmail

Social

Digital Ads

Digital TV


AddressableTV

RegistrationID

OnlineSources

MobileApp

MobileWeb

Over the Top

Boxes

GoogleAd ID

Set TopBoxes

MicrosoftID

OtherEmergingChannelsMatched

1st-PartyCookieData

MobileWeb

3rd-PartyCookieData

CRM

HouseholdLevel

Cookies

IDMapping

CustomerData

StatisticalIDs

OfflineSources

Email

Contacts

2nd Party Cookie Data

Brick&

Mortar

Authors/Posts

ForumsReviews

Unstructured Social

Blogs

Addressability and ID


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 Data as a Service for BusinessTechnology Components

Data Ingestion

1

Value Extraction Rights Management Data Activation

2 3 4

Cross Channel ID Unification

Data Computation

Structured/Unstructured Anonymous/PII Offline/Online/Mobile/

Video Search/Social 1st/3rd 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


A data-driven business…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

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