Winning audience plans - Oracle · 12 Oracle Data Cloud Winning audience plans Oracle Data Cloud...
Transcript of Winning audience plans - Oracle · 12 Oracle Data Cloud Winning audience plans Oracle Data Cloud...
Cut waste. Drive results.
Winning audience plans
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What is audience planning?
Four steps to win
Defining objectives
Inspirational audience plans Automotive FMCG FMCG Retail Financial Services Media & Entertainment Retail Technology Telco Travel
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Table of contents In this toolkit you'll learn:
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WHAT IS AUDIENCE PLANNING? It’s putting your customer first
Remember that old saying from Sales, “Put the customer first”? Well, in audience planning, think “audience first.” And that means separate audience from media. Placement doesn’t drive people, but connecting with them does.
Set your objective, then let your data do what it does so well: define and identify your best potential targets.
Now you can cut waste, be relevant and drive resultsMore on that in a bit
For now, just remember to set yourself up with a competitive advantage by putting first things first: your audience of customers and prospects.
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Here are four steps to a winning audience planOur team of brand strategists and data scientists with deep vertical knowledge will help you:
Unlock the potential of first-party data
Win by knowing more about your customers and prospects
Tailor your message to your audience
Align your audiences to your KPIs
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1Unlock the power of first-party data and reach them across their touchpointsYou may already have a trove of data on your customers. Reaching your high-value customers across channels is a key component to a winning, data-driven strategy. And today, through onboarding, you can accurately assign a desktop or mobile ID to a customer, so you can connect with them more deeply across all their touchpoints.
This gives customers a more holistic brand experience. One more likely to engender engagement and loyalty.
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2Win by knowing more about your customers and prospectsIt’s a fact: Brands win when they know more than their competition does. Start with your objective rather than broad-based targeting and use third-party data for deep insights and a smarter, more efficient play. Whether it’s taking your best customer segment and finding prospects who act like them, or have a better understanding of what your customer looks like outside the transaction to maintain loyalty.
Relevant reach, not just reach, is the way to deeper connections that help drive sales.
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Your first-party data
• Been a loyal customer for 5+ years
• Regularly uses 3+ devices
• Purchases premium products & services
• Pays with a credit card
Third-party data enhancement
• Director, Sales
• Children in the household
• Shops online
• Music fan
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3Existing
customers
Prospectcustomers
Tailor your message to be relevant to your audienceEnsure that the creative messaging is a match for the audience you’ve worked hard to build. The importance of relevance can’t be overstated. Look at the data insights and listen to what they’re telling you. If you learn that your non-buyers are vastly different from your best buyers, it’s common sense that one message won’t work for both.
It’s critical to recognise key differences between audience segments and then apply brand and message relevance.
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4Align your audience with your KPIsWhen crafting your audience, keep in mind the KPIs you are trying to achieve. If you want to gain competitive share, you don’t want to go after your loyal customers. Similarly if you are trying to drive loyalty and incremental sales then non-buyers of your brand aren’t a good starting point. This helps ensure you minimise waste and drive results.
Aligning your audiences to success metrics isn’t a nice to have, it’s a must have.
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DefineObjective
GET MORE CUSTOMERS
Acquisition
Conquest
Win-back
GET MORE FROM YOUR CURRENT CUSTOMERS
Upsell
Cross-sell
Retention/Loyalty
Use a breadth of data to connect more meaningfully with your customers and prospects
Start with your objective
Purchase-based(e.g., premium tech buyers)
Online behaviour (e.g., Interest in Tech News)
Demographics(e.g., Presence of Children)
Device data(e.g., Android OS)
Lifestyle/Interests(e.g., Sports Fans)
In-Market(e.g., In-Market for Smartphone)
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AutomotiveAutomotive
OBJECTIVE:Find prospective buyers for a new vehicle model
STRATEGY:Reach households likely to consider your model given their purchase and lifestyle characteristics
KPIs:Increased online consideration, driving pre-sales leads
Lifestyle/InterestsThose likely to consider the target vehicle, auto enthusiasts
SAMPLE AUDIENCE PLAN
Auto ownership dataHouseholds owning competitive brands and car ownership
Build custom audiencesCreate audience around signals such as competitor car models
Need an expert? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline today.
OBJECTIVE:Drive ongoing sales for a vehicle brand’s key models
STRATEGY:Reach in-market shoppers for the target brand and key competitors
KPIs:Brand site interactions, online lead acquisition
Build custom audiencesLook-alike audiences of vehicle owners
SAMPLE AUDIENCE PLAN
In-MarketCustomers in-market for specific brands or model type
Have questions? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline for fast answers.
Look-alike modelling 360Leverage 1st party signals such as brochure downloads or store locators to find new audiences who express similar attributes
Look-alike modelling 360Leverage 1st party signals from a campaign microsite to find new audiences who express similar attributes
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FMCG
OBJECTIVE:Acquire new customers for the launch of a new yogurt brand
STRATEGY:Target buyers of competitive yogurt brands
KPIs:Increased penetration
Purchase-basedBuyers of competitive brands and high frequency grocery category purchasers
Build custom audiencesCreate a custom audience around specific lifestyle or lifestage audiences
SAMPLE AUDIENCE PLAN
Online behaviourUsers consuming content around yoga, fitness and nutrition
Need an expert? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline today.
DemographicIdentify demo attributes such as families with young kids
FMCG
OBJECTIVE:Steal market share from leading laundry-brand competitor
STRATEGY:Reach competitive laundry customers and hold on to current buyers
KPIs:Increased penetration
Purchase-basedBuyers of leading laundry brand
Build custom audiencesConsumers searching for stain-removal content
SAMPLE AUDIENCE PLAN
Purchase-basedBuyers of competitive brands
DemographicHouseholds with kids
Have questions? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline for fast answers.
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FMCG Retail
OBJECTIVE:Drive health and beauty category sales in a supermarket
STRATEGY:Target active category buyers and reach relevant households likely to engage
KPIs:Increased penetration, sales amongst category buyers and total store buyers
Lookalike modelling 360Leverage 1st party signals from e-commerce website to find audiences expressing similar attributes
SAMPLE AUDIENCE PLAN
Visa Audiences powered by OracleIdentify heavy purchasers of health and beauty products
In-market audiencesUsers who are intending to buy beauty and health products
Have questions? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline for fast answers.
Lifestyle/BehaviorWorking professionals, healthy and fit
FMCG Retail
Seasonal/Event-basedTop Christmas spenders, Christmas entertainers
Custom audiencesConsumers of relevant seasonal and Christmas content (recipes, gift ideas, home decorating, etc.)
SAMPLE AUDIENCE PLAN
Look-alike modelling 360Leverage website 1st party data to find users who look similar to your current Christmas shoppers
Visa Audiences powered by OracleReach Christmas shoppers based on Visa purchase data
OBJECTIVE:Acquire new shoppers and drive incrementality within existing shoppers during the Christmas season
STRATEGY:Reach new and existing shoppers with relevant Christmas offers
KPIs:Incremental sales and basket size, increased penetration
Need an expert? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline today.
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Look-alike modelling 360Leverage 1st party data to find users who look similar to current customers
Financial Services
OBJECTIVE:Drive awareness of a credit card’s new travel and hotel benefits
STRATEGY:Reach current cardholders on relevant channels
KPIs:Benefit enrollment lift, channel engagement
SAMPLE AUDIENCE PLAN
Lifestyle/InterestsCardholders engaging with activities associated with benefits
Have questions? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline for fast answers.
Visa Audiences powered by OracleFrequent travelers from Visa transactional data
Financial Services
OBJECTIVE:Drive home insurance sales from your auto insurance customers
STRATEGY:Reach your auto insurance customers on relevant channels with home insurance messaging
KPIs:Home insurance acquisitions, completed forms, channel engagement
Purchase dataReach users whose home insurance is up for renewal
Build custom audiencesIdentify users who are actively researching competitor insurance providers
SAMPLE AUDIENCE PLAN
In-MarketCustomers who are in-market for a new home
Lifestage audiencesIdentify relevant lifestages, such as newlyweds looking for a new home
Need an expert? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline today.
Visa Audiences powered by OracleIdentify users already engaging with competitor brands, as well as travel benefits
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Media & Entertainment
OBJECTIVE:Increase awareness for the release of a new movie
STRATEGY:Reach avid film viewers based on cinema purchase data or consumers currently interested in television shows
KPIs:Ticket sales, video completion
Visa Audiences powered by OracleIdentified frequent cinema goers from Visa purchase data
Build custom audiencesFind users engaging with content around competitor movie releases and similar genres
Geo-behavioralFind users who regularly visit cinemas, based on geo behaviours
SAMPLE AUDIENCE PLAN
Demographic audiencesIdentify relevant demographics, such as parents with kids
Have questions? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline for fast answers.
Media & Entertainment
OBJECTIVE:Target hardcore gamers with a new video game release
STRATEGY:Reach video game enthusiasts and console gamers
KPIs:Gross subscriber adds, maintenance of existing customer base, channel engagement
In-MarketUsers interested in video games and self-identify as gamers
Build custom audiencesFind users who are engaging with competitive games and similar genres
SAMPLE AUDIENCE PLAN
DemographicsMillennials and families with multiple kids, high net worth
Look-alike modelling 360Identify high spenders of video games
Need an expert? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline today.
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Retail
OBJECTIVE:Drive awareness and gain new customers for men’s eCommerce brand
STRATEGY:Target secondary audience likely to purchase product for someone else
KPIs:Incremental sales, increased penetration, channel engagement
Visa Audiences powered by OracleVisa Luxury and Department store purchasers
Build custom audiencesFashion trend content viewers
SAMPLE AUDIENCE PLAN
Purchase-basedFather’s Day shoppers
Lifestyle/InterestsFashionistas, trendy and fashionable women
Have questions? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline for fast answers.
Retail
OBJECTIVE:Reactivate and retain past eCommerce purchasers of apparel/home brand
STRATEGY:Target lapsed customers likely to buy again
KPIs:Incremental sales, maintenance of existing customer base
Visa Audiences powered by OracleIdentify high spenders across your brand and competitor set
SAMPLE AUDIENCE PLAN
Build custom audiencesIdentify users searching for your brand and competitors
In-Market audiencesThose in-market for fashion/home goods
Look-alike modellingLeverage first party data to find users who look similar to website purchasers
Need an expert? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline today.
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Technology Technology
OBJECTIVE:Increase awareness of a new high-tech product launch
STRATEGY:Identify and reach tech product early adopters and in-market phone shoppers
KPIs:Penetration, channel engagement
Visa Audiences powered by OraclePurchasers of computer products and gadget lovers
Build custom audiencesCustom keyword-based audiences to target shoppers engaging with the brand and product
SAMPLE AUDIENCE PLAN
In-MarketUsers who recently searched for information on new phones
Lifestyle/InterestsEarly adopters, high-tech consumers
OBJECTIVE:Acquire new customers during Christmas for a new line of consumer technology products
STRATEGY:Leverage seasonal audiences to grow market share and capture in-market gift shoppers
KPIs:New purchasers, channel engagement
Build custom audiencesKeyword-based audiences to reach the most relevant shoppers
Christmas/Event basedSpecific Christmas audiences such as Big Spenders and Christmas shoppers
SAMPLE AUDIENCE PLAN
Purchase-basedThose who purchase related devices, accessories and services
In-MarketThose researching video games, laptops, tablets, phones, wearables
Need an expert? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline today.
Have questions? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline for fast answers.
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Telco
OBJECTIVE:Drive awareness of new phone launch to increase customers and new sales
STRATEGY:Reach potential new customers with branding and awareness messaging
KPIs:Phone sales, gross subscriber additions, channel engagement
Build custom audiencesIdentify users seeking content related to the mobile phone, as well as competitor Telcos
In-market audiencesIdentify users who are in-market for a new phone
Visa Audiences powered by OracleIdentify premium brand tech buyers
SAMPLE AUDIENCE PLAN
Lifestyle/InterestsUsers engaging with related content (e.g., phone launch event, technology blog)
Have questions? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline for fast answers.
Telco
OBJECTIVE:Steal market share from competitors and drive net-new subscribers
STRATEGY:Target users from competitive brands
KPIs:Gross subscriber additions, channel engagement
Build custom audiencesUsers consuming phone and carrier content
SAMPLE AUDIENCE PLAN
In-MarketUsers actively looking for competitive brands in-market
Visa Audiences powered by OracleConsumer electronics shoppers
LifestagesPeople looking for a new phone or plan based on life event
Need an expert? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline today.
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Travel Travel
OBJECTIVE:Increase awareness of new hotel location opening
STRATEGY:Reach users in-market for travel to specific destinations on relevant channels
KPIs:Hotel bookings lift, channel engagement
Visa customAudiences based on custom parameters such as spending at competitive hotels
In-MarketUsers who are in-market for hotels in the specific geographic location
SAMPLE AUDIENCE PLAN
Build custom audiencesUsers interacting with content related to the destination
Lifestyles and demoThose in specific segments such as leisure travelers and frequent flyers
OBJECTIVE:Gain new travelers for family-friendly cruise line
STRATEGY:Reach families with young children with special offers and cruise feature messaging
KPIs:Special-offer bookings, channel engagement
DemographicsFamilies with young children
Build custom audiencesPeople engaging with content related to family vacations
SAMPLE AUDIENCE PLAN
Lifestyle and demoLeisure travelers who have children
In-MarketIn-market prospects for cruises
Need an expert? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline today.
Have questions? Contact your Client Partner or The Data Hotline www.oracle.com/thedatahotline for fast answers.
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Audiences created just for youOracle audiences are built from the best in online-interest, online-intent and past-purchase data. We’ve localised the taxonomy so it’s specific to the UK and organised the audiences by vertical, making it easier to find the relevant audiences you need.
Oracle audiences benefits
Put Oracle audiences to workNo matter the industry, we have audiences to support your campaign needs. Access localised audiences across all of the following industry verticals:
• Auto• B2B• Consumer technology• CPG/FMCG• Demographic• Dining
• Financial services• Lifestyles• Media & entertainment • Retail• Telco• Travel
Audiences built from:
• The best signal across the Oracle Data Cloud brands AddThis BlueKai Datalogix
• A combination of the bestOnline-interest dataOnline-intent data Past-purchase data
United Kingdom United KingdomOracle Audiences Oracle Audiences
Oracle audiencesAuto
Aftermarket
In-market
Interest
Owners
B2B
Demographic
Firmographic
CPG/FMCG
Interest
Purchase-based
Consumer technology
In-market
Interest
Ownership
Demographic
Age broad
Gender
Household composition
Housing attributes
Marital status
Financial services
Banking
Credit cards
Financial planning
Insurance
Investing
Loans
Real estate
Hobbies & interests
Beauty & style
Education & career
Health & fitness
Hobbies
Home & garden
Internet & online activities
Outdoor activities
Parenting & family
Pets
Politics & society
Science & humanities
Shopping
Life stages & events
Education & career
Family & children
Moving
Weddings
Lifestyles
Discretionary spenders
Enthusiasts
Moms
Parents
Media & entertainment
Events & attractions
Movies
Music
News & current events
Sports
Streaming media & downloads
Television
Video games
Restaurants
Cuisine type
Dining type
Retail
In-market
Purchase-based
Shopping styles
Seasonal & holidays
Fall
Spring
Summer
Winter
Telecommunications
In-market
Travel
In-market
Interest
In addition to Oracle audiences, access locally relevant branded data providers in our marketplace. Reference the Data Directory for more details »
Scale: Our UK offering is optimised to surface audiences with meaningful scale
Discoverability and localisation: Oracle audiences are optimised for search, making the buying experience easier
Relevancy: New audiences are tailored to vertical specific needs
Cost effective: Country-specific rates are aligned with the relative cost of digital media in the UK
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Leverage the world’s largest data marketplace
90
$3T
45K+
of the top 100 Global Advertisers
consumer transactions
syndicated audiences
Global IDs
Global B2B IDs
reach of media landscape
5B+
1B
99%
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We also have a comprehensive suite of B2B data solutions and services
Company type/size/title
Account past purchase
Account-based
B2B events
Reach out to The Data Hotline www.oracle.com/thedathotline for your customised B2B audience planning toolkit today.
Connect more deeply with your audience and wonderful things happen.
Let’s make it happen for you.
oracle.com/thedatahotline | Turn big ideas into great campaigns
Copyright © 2017, Oracle Corporation and/or its affiliates. All rights reserved. Last Modified: September 14, 2017 1:17 PM
Oracle Data Cloud | @OracleDataCloud
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