Haymarket Media taps Oracle Unity to improve audience insights, ad monetization
Media and data company uses Oracle’s customer data platform (CDP) to power targeted healthcare media campaigns and generate richer customer profiles.
United States | Media and Entertainment
“We had a lot of data, but it was fragmented. The old customer data platform was grouped by email address rather than individual identity, and the results were inflated audience counts, messy records, and missed opportunities. Now, Oracle’s Unity CDP is part of everyone’s thinking.”
Haymarket is a leading global media company connecting healthcare professionals and advertisers through a network of more than 30 specialized brands. Rapid digital growth left the company managing fragmented, duplicate records across a dozen data sources, which hindered marketing segmentation and inflated user counts. By implementing Oracle Fusion Unity Data Platform with support from Oracle Consulting, Haymarket unified its data within unique user records, enhanced visibility into user activity, and enabled more precise, targeted campaigns. This helped the company increase identified users by 60%, ultimately leading to greater monetization for advertisers.
Why Haymarket Media chose Oracle
As personalization became increasingly vital for success in healthcare media, Haymarket sought to address its disconnected data and inefficient audience segmentation. The company owned a wealth of information, but much of it was fragmented. A single healthcare professional could appear multiple times in connection with different email addresses, creating duplicate identities and inflated audience counts and making it difficult to connect the full user journey.
Oracle Fusion Unity Data Platform stood out to Haymarket for its native integration with the Oracle Eloqua campaign management platform, its enterprise-scale audience segmentation features, and its ability to automatically merge user records. Partnering with Oracle Consulting provided the company with expert guidance on rollout strategy, resources to train its internal teams, and an accelerated implementation of only four months.
Results
With Oracle Fusion Unity Data Platform, Haymarket consolidated more than a dozen disparate data sources, stitching together multiple identifiers—such as differing email addresses and login credentials—into a single, accurate master record. Identified users increased by 60% in just 10 months, resulting in more personalized ad campaigns and greater monetization of those campaigns. This unified foundation now operates at enterprise scale. Haymarket is able to score more than 450 topics across 30 sites and segment audiences at the individual level, working from broad categories such as dermatology to specific conditions such as psoriasis.
Advanced segmentation capabilities now help Haymarket reengage lapsed members, target niche subgroups by specialty or interest, and cap audience sizes to avoid over-marketing. Automation has reduced manual data imports and exports and reduced data errors, which continuously saves staff time and allows for progressive profiling to give the company a richer understanding of its customers. Haymarket used Oracle Fusion Unity Data Platform to build a flexible identity graph that helps ensure lasting value as business needs evolve, enabling deep and scalable data insights across Haymarket’s brands into the future.
Haymarket’s understanding and use of customer data has improved across marketing, analytics, and development teams, making Oracle Fusion Unity Data Platform an everyday asset for the business. Meanwhile, advertisers benefit from more precise targeting.
Oracle Fusion Unity Data Platform also embeds advanced AI capabilities intended to drive operational efficiency and revenue growth. Haymarket now uses AI to assign therapeutic categories based on content consumption—for instance, by inferring that a primary care physician who consumes dermatology content as a high-value target for dermatology advertisers. This approach allows Haymarket to further increase personalization while reducing manual data work, allowing the company to execute campaigns more effectively.
About the company
Haymarket Media is a global, family-owned B2B media company founded in 1957. In the US, it operates more than 30 brands, primarily serving healthcare professionals and pharmaceutical advertisers.