Look-alikes: Precision, Scale & Results Using Machine Learning

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Look-‐alikes: Precision, Scale & Results Using Machine Learning

Agenda

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Lookalike Modeling

Top 5 Things to Look for

Ge6ng Started is Easy

Demo

Real World Customer Case Studies

Live Q&A with our Thought Leaders

Your Thought Leaders

Molly Parr Director, Product Management, Oracle (BlueKai) James Prudhomme CEO, DatacraFc

James is the CEO of the enterprise soGware company DatacraIc where he leads a global team delivering technology products based on DatacraIc’s real-‐Ime adapIve machine learning plaMorm.

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Molly leads all Go To Market acIviIes around for the industry-‐leading BlueKai Data Management PlaMorm -‐ including product & feature releases and external partnerships.

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

Custom Data: Look-alike Modeling

•  Lookalikes are an audience modeled from your customers and converters to gain reach & efficiency.

•  BlueKai has built a modeling system on Datacratic’s Machine Learning platform to provide your brand with custom look-alike models that are built and crafted solely for you. – Creates reach off your 1st party data – Qualifies prospects based on behavior –  Performance-driven

Challenge: 1st party data is effective, but limited. How do you scale? Solution: Customized models using exclusive 3rd party data


Datacratic Modeling System Overview •  Fully integrated within the BlueKai UI

–  Already integrated within BlueKai. Easy to get started.

•  Multi-variant –  Users’ probability score calculated based on all available

attributes + recency & frequency

•  Full BlueKai Dataset (+ your first party datasets) –  Leverage over 400MM available users across 40k attributes to

identify users based on behaviors

•  Daily Model Refreshes –  Keep your models current!

•  Customizable Threshold - Reach vs Precision –  Model scores are stack-ranked. Customize threshold for

performance (Top .01%) or scale (Top 20%)

Top 5 Things to Look for in a Modeling Solution

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1.  Available on demand within your BlueKai UI 2.  Uses same trusted 1st & 3rd party sources 3.  Leverages Ime series and behavior sequencing 4.  Provides visibility in to the “Black Box” 5.  Applies AdapIve Machine Learning -‐ More than simple decision tree

logic. +1 BONUS – Domain experIse in markeIng technology

How the Datacratic Audience Data Modeling System Works

Continually Learning & Adapting

Continually Learning & Adapting


Getting Started with Lookalikes is Easy

1 Select Datacratic as your Lookalike Vendor Configure custom model settings

2 Request your custom Lookalike Model Specify details on your dataset & custom model format. The model is sent & you can monitor status in Manage Models!


Case Study: Leading Software Retailer Increases ROI 118% With Look-alike Modeling

•  Challenge –  A top software company was looking to efficiently

increase sales and improve the ROI from their display advertising campaigns

•  Solution –  To effectively segment audiences, they created look-

alike models based on their top customers and targeted these consumers with their media buys

•  Results –  Look-alike model targets had the best ROI; 118% –  Outperforming the campaign average by 64% &

control group by 104%

Datacratic look-alike models result in a 118% increase in ROI

118%

Campaign ROI

Look-alike Targets 118%

Non Look-alike Targets 14%

Total Campaign Average 54%


Case Study: Telco Uses Look-alike Modeling To Efficiently Increase Traffic Yield

•  Challenge –  Top U.S. Telco found that their typical customers

converted in-store vs. online –  A major driver of in-store traffic is visitors to their store

locator web page; and they wanted to efficiently drive increased traffic to that page

•  Solution –  To effectively prospect and drive traffic to the store

locator page, the Telco used look-alike modeling to generate audience segments based off of their store locator page visitors

•  Results –  Telco saw a 0.78% & 0.84% increase in traffic yield,

quarter over quarter *Traffic yield = Landing Page Visits / Impressions Served

Datacratic look-alike models surpass yield rate goal by 40%

40%

0.00%

0.10%

0.20%

0.30%

0.40%

0.50%

0.60%

0.70%

0.80%

0.90%

Q4'13 Q1'14

Traffic Yield Benchmark:

.60%

40% Above Goal

30% Above Goal

BlueKai & Datacratic – Fully Integrated Solution

Software Purchase: Conversion Behavior Cycle

Hardware Purchase (Tablet): Conversion Behavior Cycle

Home Electronics: Conversion Behavior Cycle

Customer Incentive – Data Scientist Toolkit Preview Exclusive insight from Datacratic into Customer Conversion Behavior.

•  Analysis of consumer behavior leading up to a conversion

•  Conversion Behavior Cycle Report

•  1 Hour with Datacratic Data Scientist to provide deeper insight and customer intelligence on:

•  customer behavior

•  conversion triggers and timelines

•  campaign and targeting recommendations.

Available to new customers upon spending 7.5k*

Top 5+1 Things to Remember

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1.  Available on demand within your BlueKai UI 2.  Uses same trusted 1st & 3rd party sources 3.  Leverages Ime series and behavior sequencing 4.  Provides visibility in to the “Black Box” 5.  Applies AdapIve Machine Learning -‐ More than simple decision tree

logic. +1 BONUS – Domain experIse in markeIng technology

GeKng Started is Easy Contact your Oracle BlueKai Account Manager to get started with lookalike audience modeling and targeFng. For more informaFon visit www.bluekai.com and www.datacraFc.com

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QuesFons

For more informaFon visit www.bluekai.com and www.datacraFc.com

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Marketing

Look-alikes: Precision, Scale & Results Using Machine Learning