Gaining New Insights
from Data Lakes

Real-life success stories from big data pioneers.

Enhancing Campaign Optimization

Modern marketing takes place over more channels than ever before, which leaves many organizations struggling to know where to invest and how to measure the effectiveness of their efforts.

The only way to overcome this is to gain clear insight into what’s working and what isn’t, and use that information to decide the channels to use in future campaigns.

But without the right solutions in place, this can be a huge ask.

Read the case studies in this section to see how Oracle has helped organizations like yours:

  • Segment customer data in real time to improve marketing accuracy

  • Increase chances of conversion by 42 percent

  • Increase revenue by 62 percent in a single region

DX Marketing
StubHub
Telefónica

DX Marketing Accelerates Analytics Project
Delivery by 70 Percent

DX Marketing utilizes over 700 million offline and online behavioral profiles and more than 45,000 data segments to build targeted audiences and marketing strategies that companies can use to communicate effectively with households across the United States.

DX Marketing was the winner of the 2016 Oracle Cloud Platform Innovation Award for Data Management.

Data and analytics underpin DX Marketing’s core operations and services. To help customers target their audiences effectively and reach people with the right messages through the right channels at the right time, DX Marketing needs to extract powerful insight from huge volumes of data at speed.

Challenges

With the volumes of data it handles constantly increasing, DX Marketing needed a scalable big data and advanced analytics platform, equipped to handle hundreds of millions of records—and more as the company and its database grows.

The platform also needed to be highly secure, so that sensitive customer data was protected—a particular concern for healthcare clients that make up 25 percent of DX Marketing’s business.

Solutions

By deploying Oracle Database Cloud Service (including built-in Health Insurance Portability and Accountability Act compliance), Oracle Advanced Analytics, Oracle Marketing Cloud, and Oracle Business Intelligence Cloud Service, DX Marketing gained a scalable, robust, and secure environment for its direct marketing solutions.

Oracle Advanced Analytics now ensures faster analysis, profiling, and modeling, helping DX Marketing to decrease time to market for customer campaigns by up to 70 percent—from four to six weeks to just three days.

StubHub Gains New Insights into Customer
Behavior and Fraud Detection

Owned by eBay, StubHub is the world’s largest ticket marketplace, enabling fans to buy and sell tickets to tens of thousands of sports, concert, theater, and other live entertainment events.

Using real-time analytics, StubHub gained fresh insights into customer behavior and potentially fraudulent activity.

Challenges

In 2000, StubHub reinvented the ticket resale market, and now it’s looking to increase its competitive advantage. The company wanted to utilize big data and real-time data analysis to provide tailored product recommendations and customer service, improve churn prediction, and spot possible instances of fraud early on.

Solutions

Using Oracle Database options, including Oracle Advanced Analytics and Oracle Partitioning, StubHub was able to store information about its millions of customers—coming from 25 data sources—in a single data warehouse.

From here, data scientists work with customer data inside the database, exploring it graphically and using multiple tools to drive predictions and insights. This has dramatically improved StubHub’s agility and responsiveness.

Finally, as well as developing highly targeted promotional campaigns and offers, StubHub has been able to reduce a known fraud issue by up to 90 percent using Oracle Advanced Analytics.

Telefónica Gets a Handle on Its Terabytes of Data

Telefónica is a major entertainment, broadband, and telecommunications provider with operations in Europe, Asia, and North, Central, and South America. It is one of the largest telephone operators and mobile network providers in the world, with more than 320 million customers.

Telefónica Spain has more than three million convergent fixed and mobile customers, more than 17 million mobile customers, and approximately 40 percent market share in mobile telephony, television, and internet. New technologies that enable the company to analyze audience preferences and then act on that intelligence have been key to a radical revamp of the company’s marketing activities and resulting customer—satisfaction ratings.

Challenges

Knowing that customer loyalty would increase customer spending, Telefónica needed to gain this insight to more accurately and effectively market to its customers.

Solutions

Telefónica used Oracle Exadata and Oracle Big Data Appliance as the basis for a new architecture designed to handle all its data. The company can now make split-second recommendations to television viewers and can create audience segments for new campaigns in real time. Already, the company’s television recommendation engine has improved customer satisfaction and loyalty, and driven business growth—while increasing TV content consumption by 2.8 times.

But that’s not the only improvement Telefónica Spain has seen from its big data solution. It used to take 20 days to define a target audience for a CRM campaign; now, the company can market to a specific audience in real time. It also used to take 48 hours to follow up from sales campaigns; now, representatives follow up leads as they come in.

By opting for Oracle Big Data Appliance, Oracle Exadata, and Oracle Exalogic, we reduce costs, ensure a seamless integration with our systems and networks, make better business decisions, and offer more-personalized services.

Carolina Bouvard Nuno


BI and Transformation Director,
Telefónica Spain

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