“It’s early in the integration process obviously but we’re curious about how it will come together – BlueKai with cookies and Datalogix with purchase data, and how will it ultimately work for exchange partners,” the partner said.
Several Oracle customers are shifting from traditional outbound marketing and list-based methodologies to audience-based targeting. That trend, which requires a mixture of first- and third-party assets, informs Oracle’s acquisition strategy.
“We’d traditionally used email channels and basic retargeting and dynamic content on our website, but recently deployed Oracle’s DMP to combine first-party data from our marketing systems with third-party data that can help us hone in on our market,” said Neil Rongstad, global manager for marketing demand for industrial manufacturer Rockwell Automation.
Rockwell combines its first-party data with third-party data from Demandbase and Dun & Bradstreet to activate audiences for search, display and social. It’s also using LinkedIn’s Lead Accelerator to identify key professionals at the director or engineering level to narrow down messaging by prospect role.
“A new focus for us has been engaging unknown customers,” Rongstad said. “Our vision is to use the listening capability of social to define audiences talking about key topics of interest to us in real time, and then using the DMP to help us … activate new audiences through programmatic demand.”