Vaughan, whose company partners with both Oracle Marketing Cloud and Datalogix, offered a hypothetical use case for an Oracle-Datalogix combination: If Oracle appends customer and prospect data that resides in Eloqua with Datalogix’s demo-based and behavioral data, and then scouts out lookalike users via BlueKai, “the media cost efficiency and performance has a lot of promise,” he said.
Now that Datalogix is off the market, who else could supply offline-to-online data linkages?
First, the retailers themselves have arguably the purest data because it comes straight from their point-of-sale systems.
Tesco’s data services arm, Dunnhumby (which is rumored also to be up for sale), harnesses Kroger and Tesco data from sales and loyalty card systems. Brick-and-mortars like Walmart wrangle in-store and online intent data, anonymize it and turn it into valuable insights for CPG suppliers who may wish, for example, to sell more soap to mothers in select geographies.
Then, there are measurement mainstays like Nielsen, which through a joint venture with Catalina Marketing develops tools to determine the effect of marketing exposures on sales transactions. Additionally, data providers like IHS Automotive (Polk), helps marketers improve customer loyalty based on auto sales forecasts, vehicle registration and dealer performance data.
The ability to connect online advertising with offline commerce – and vice versa – is a tremendous and in-demand capability. It’s why Dunnhumby dropped about $200 million on digital retargeting specialist Sociomantic in April, and why Google now ties AdWords campaigns to in-store conversions.
“Anyone who has a real source of transaction data (like Dunnhumby, Polk or Nielsen Catalina) suddenly becomes more interesting,” particularly if Oracle sunsets the Datalogix brand or insulates its capabilities, said Martin Kihn, research director at Gartner. He added that Apple Pay, should it take off, could be a data source alongside credit card companies with their wealth of first-party transactional data.