After you create your data-driven audiences, you need to reach them. That can be difficult because each user may have multiple devices, browsers, and apps, each of which can generate multiple IDs.
The following example shows many disconnected IDs:
- Three devices have six unique IDs.
- Every browser has its own cookie.
- On mobile, all apps share a mobile ad ID that works like a cookie.
- Safari native to Apple blocks cookies by default.
- Android has cookies which are not blocked by default.
- Each platform has its own ID space.
Oracle ID Graph accurately links these ID sources and validates them against high-quality data known to be true because it is made up of verified transaction and subscription data.
The Oracle ID Graph helps marketers connect identities across disparate marketing channels and devices to one customer. Powered by the Oracle Marketing Cloud and Oracle Data Cloud, the Oracle ID Graph seamlessly pulls together the many IDs across marketing channels and devices that comprise a given person, enabling marketers to tie their interactions to an actionable customer profile. This ID enables the marketer to orchestrate a relevant, personalized experience for each individual across marketing channels and device types.
Optimize cross-channel orchestration
Oracle ID Graph powers linkages to enable identity solutions for cross-channel targeting.
Marketers have valuable data inside of their CRM, email marketing and marketing automation tools from Oracle’s cross-channel marketing solutions. Through the Oracle ID Graph, customer data residing inside CRM, marketing automation or email systems can be onboarded securely and anonymously into the Oracle Data Cloud platform. There, through integrations with media providers, marketers can deliver paid media, search, social and display advertising to those customers that’s more aligned with the emails sent to those customers.
Improve cross-channel targeting
Many customers research on one device but use another to purchase. With the Oracle ID Graph, customers are more likely to receive a relevant experience as they move between devices. For example, if a customer uses a desktop browser to search for flights, an airline marketer can ensure a relevant ad appears for a flight promotion when that same customer switches to their mobile device. This results in a higher conversion rate and more optimized budgets.