Copyright © 2014, Oracle and/or its affiliates. All rights reserved. | Understanding Data as a Service for Business Oracle Confidential – Internal/Restricted/Highly Restricted Omar Tawakol GVP and GM of Oracle Data Cloud
Jan 02, 2016
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
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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
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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
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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
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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
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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
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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
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Data as a Service for Marketing
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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
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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
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Data as a Service for SalesNew!
Oracle Confidential – Internal
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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:
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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
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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.
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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
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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
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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
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Data as a Service For Social
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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…
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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
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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
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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
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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
Contacts
2nd Party Cookie Data
Brick&
Mortar
Authors/Posts
ForumsReviews
Unstructured Social
Blogs
Addressability and ID
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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).
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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
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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