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Data Management Platform

Data at the Center of Great Marketing

Transform Your Data Into Actionable Audiences and Activate It Across Paid Media

Data unification and activation is at the center of every great marketing program’s success. The ability to find, segment, and target the right customer at the right time based on their preferences is the cornerstone to delivering value to customers and revenue to marketers. Oracle Data Management Platform (Oracle DMP) — powered by the expertise and technology of Oracle Bluekai — turns insights into action. Here’s how.
Audience Data Management
In one consolidated view, marketers can access all of their marketing data to build and refine key target audiences to use in numerous campaign scenarios. This includes first party data, data the marketer collects on proprietary assets – or contained in enterprise systems – and on third party data pre-integrated into the platform, or data purchased from branded providers or lists. Consider Oracle DMP as the central hub for managing data from email, mobile, social, search, display and web, for example.
Audience Data Marketplace
With more than 30 branded data providers for 3rd party data, marketers have access to nearly 700 million (and growing globally) anonymous customer profiles and 40,000 (and growing globally) data attributes. The Oracle DMP is a part of the Oracle Marketing Cloud, which means that it can power the activation of all of this marketplace data through cross-channel programs and functionality inherent to the Oracle Marketing Cloud. And, the Oracle DMP is powered by the Oracle Data Cloud which means that data from retail through to paid segments can be accessed, in real-time, at global scale.
Data Activation – Through the Oracle Marketing Cloud and Media Partnerships
Oracle Marketing Cloud
As the Oracle DMP is part of the Oracle Marketing Cloud, integrations are key and cornerstone to delivering the best customer experience, and actionable insights, for our marketing customers. The Oracle DMP is fully integrated with our Responsys, Eloqua and Social Relationship Management platforms to allow for immediate data activation supporting cross-channel marketing campaign success.
Media & Advertising Partners
The Oracle DMP has pre-integrated partnerships with leading media and advertising partners on a global scale to provide a truly agnostic, open opportunity to use Oracle DMP, but not be confined to only one media partner. So, not only do marketers have the ability to target audiences across channels – like search, social and display – but do so immediately through numerous activation partnerships from Demand Side Platforms (DSPs) to Publishers.
Audience Analytics
The Oracle DMP provides a visualized analytics experience to allow marketers the ability to analyze and predict success based on the data they’ve selected and audiences targeted. Marketers can see which audiences will drive, or drove, the most revenue. Those audiences can then be further optimized based on spend and budget to drive ultimate campaign success.

Modern Marketing Essentials Guide: Data Management

A one-size-fits-all approach to marketing is not a sound tactic—it’s a marketing fruitcake that no one wants to receive. It’s time to get down with data to delight your audience.


What's New

Improve Your Ability to Pinpoint the Right Customer with Match Multiplier

Using Match Multiplier, marketers can target previously unknown prospects by adding their known customer IDs such as email addresses to a wider pool of anonymous IDs. By creating a larger combined audience, marketers and advertisers can target a wider range of prospects with relevant messaging, products and services and grow their acquisition base effectively. This also provides the ability to identify target audiences across multiple channels and devices. Match Multiplier is currently in controlled availability and in the United States before getting rolled out to global markets.

Improve Your Access to Additional Partners Integrations with App Partner Self-Service Portal: Data Delivery

Using the App Partner Self-Service Portal, marketers and their media partners can control the Oracle DMP integration process.  This is critical for data management platform clients, providing access to more ecosystem partners and choices. Now, DMP client's media partners can build out their own custom integrations with the Oracle DMP based on their unique needs and timelines.  The partner controls the execution of the integration between the platforms, enabling the DMP to then deliver data for client activation.

Connect Identities across Disparate Marketing Channels and Devices to One Person with ID Graph

The ID Graph seamlessly pulls together the many IDs across marketing channels and devices that comprise a given person, enabling marketers to tie their interactions to an actionable, customer profile. This ID enables the marketer to orchestrate a relevant, personalized experience for each individual across marketing channels.

Optimizing the Customer Experience with On-Demand On-Board for Web Analytics

The new analytics capabilities and integrations give marketers a more complete view of the customer and support enhanced segmentation and targeting capabilities.  This provides additional behavioral insights from leading enterprise Web analytics platforms that help marketers optimize the customer experience and increase conversion rates by delivering more relevant and timely marketing messages.

Look-Alike Modeling makes finding Customers Easy and Scalable

Marketers can now model their best customers and converters to gain reach & efficiency. The Oracle DMP creates reach based on 1st party data and qualifies prospects based on behaviors, interests, etc.  With Lookalike Modeling, these email or lead-gen marketers can take those important segments, and send them to the Oracle Data Management Platform (DMP). There, the Oracle DMP will build an audience based on additional 3rd party data sets that “look just like” those best, known customers.

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Industry Expertise Achieves Rapid Time to Value

We’ve got the best practices and expertise to accelerate your Modern Marketing success. Featured industries:


Success Stories

Dell Improves Customer Pipeline and Ad Spend with Look-Alike Modeling

Dell’s marketing team saw targeting pools shrink and took steps to boost the pipeline by precisely defining new online target audiences.

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Global Retailer Boosts Customer Engagement with Look-Alike Modeling

Global online retailer implements strategy to optimize paid search campaigns and improve customer engagement and lifetime value.

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CSC Drives Deeper Customer and Prospect Dialogs with Oracle

CSC uses Oracle Marketing Cloud to create a deeper dialog with customers and prospects for nurture and conversion using better data, detailed personas, and consistent methods throughout the lifecycle.

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White Paper

The Evolution of Data Management Platforms

Today the online advertising landscape is peppered with technology solutions offering efficiency and automation. One such piece of technology is the Data Management Platform, or DMP.

White Paper

Data Activation Results

We aggregate some of the public information and supplement this with real data from our customers.

White Paper

Data Management Platforms Demystified

What is a data management platform? Do you need one? Find out how data management platforms can help you achieve unprecedented targeting precision and scale across all of your online advertising programs.