Data Management Explained

Technology makes it easier than ever to understand your customers on an intimate level. Analyzing both first- and third-party demographic, contextual, and behavioral data about customers and campaigns allows marketers to hone in on who their customers are and be able to separate them into targeted audiences.

Tomorrow’s Analytics, Today

Data is everything.

As a marketer, data is your best resource. That’s why you need the right tool to manage your critical audience data assets. To gain a deeper knowledge of your customer, you need a robust data management platform (DMP) that can be used across programs.

Quality data ensures that marketers can deliver targeted, personalized messages to buyers that support and move them along the purchasing process in a natural way. However, collecting, analyzing, managing, and acting on this first- and third-party data is a complex challenge.

Defining what kind of data is most useful in terms of messaging, engagement—and ultimately ROI—is crucial. Nonessential data can compromise your marketing automation system and get in the way of building a single view of your customer. A sophisticated DMP will allow you to safely analyze and refine your data sets, so that only the most accurate data feeds your marketing efforts.

Defining Data Sources

First-Party Data This is your data. Collected from website visits, CRM systems, social media, subscriptions, mobile, and apps.
Second-Party Data This is someone else’s first-party data. Derived from a mutually beneficial relationship with another company with whom you share data.
Third-Party Data This data comes from websites and social media platforms other than your own. Can be used to reach a wider audience.

Why Being Data-Driven Isn’t Enough

Data quality for improved results.

Garbage data begets garbage results. The rise of digital marketing enables us to run metrics on just about every aspect of customer experience. But just because we can, doesn’t we mean we should. Marketing automation systems rely on clean, high-quality data to function at a high level.

Given the recent growth of predictive intelligence and machine learning, feeding our solutions the best data will be the key to future success. Implementing an insights-driven model that applies data at every opportunity will facilitate the tactical optimization of the entire customer experience.

A New Breed of Analytics

Put data in motion.

Your data management platform is your best friend when it comes to breaking down data silos. Because a data management platform will sort, mobilize, and activate data on one platform in real-time. Not only does this cut down time and eliminate disparities; it enables real-time campaign management to deliver intelligent and personalized customer experience.

To see how analysts, digital marketers, marketing technologists, and digital executives can reap the individual and combined benefits of advanced data management, check out the infographic below.

Oracle Infinity Streams Cloud Service

Actionable intelligence for Oracle Eloqua campaigns.

Digital marketers understand that relevant and timely messaging is the most effective way to pique the interest of known prospects or customers. But in multitouch or remarketing campaigns, a follow-up email may not be the best approach since marketers have limited insight into the activities of visitors when they navigate across online pages and assets.

Now Oracle Eloqua users can deliver the most relevant and engaging experiences for their customers with Oracle Infinity Streams Cloud Service. This data analytics solution provides real-time, actionable intelligence to fuel your digital and online campaigns.