Oracle Adtech Services
Oracle Adtech Services (formerly BlueKai DMP) empowers marketers by providing them with the tools to understand the entire customer journey, target more precisely, create and deliver more targetable media campaigns, and generate higher ROI’s.
Enabling this integration helps to enrich your visitor profiles in Oracle Maxymiser with your audiences from Adtech Services, which can be used within Oracle Maxymiser's campaign targeting, reporting, and segment discovery tools. For more information on how to enable this integration, see Configuring the Oracle Adtech Services and Oracle Maxymiser integration.
Personalization using Oracle Adtech Services audiences
When your Oracle Adtech Services campaigns and their corresponding Oracle Maxymiser custom attributes are configured, you can enable this integration for any campaign in the Integrations section of the Campaign Designer. After it has been enabled, the Oracle Adtech Services audiences are available for use in the following areas:
- Campaign Targeting: Determines which visitors are eligible for a campaign. For example, we only want to show an A/B test to visitors in the 21-39 age range.
- Content Targeting: Segments a group of your campaign's traffic and serves them specific experiences. It allows you to filter campaign reports by this segment.
- Campaign Performance Report filters: Filters your campaign's reports by the individual custom attributes used in this integration.
- Audience Insights: Determines if any custom attributes from Oracle Adtech Services are correlated with an increase or decrease in your site's conversion rate. This allows you to learn about new segments within your site's traffic.
- Campaign Insights: Determines if there is a non-winning experience that a specific Adtech Services audience prefers. This allows you to learn about new segments within your campaign.
Example use case
We want to personalize our homepage based on each visitor's age. First, we need to collect this information and see which banner results in the highest conversion rate for each audience. Next, we need to personalize the homepage based on the results, so each visitor is shown the banner resulting in the highest conversion rate for their age group.
Our 3 audiences are:
- Age 21-39
- Age 40-64
- Age 65 and older
Campaign Targeting
Campaigns can be shown to a specific segment, which includes audiences received from Oracle Adtech Services.
For example, we have a hypothesis that visitors whose ages are between 21 and 39 will purchase more often if we present a new promotion designed for this segment. To accomplish this, we can run an A/B test (default vs. new banner) to only this segment by creating a Campaign Targeting rule where "Age IS 21-39".
For more information on how to use Campaign Targeting, see Targeting my campaign to certain visitors only.
Content Targeting
Campaign content by default is randomly served (for example, default vs. variant). However, in the example use case above, we learned that visitors aged 21-39 prefer our new banner, and they convert 10% more often. In order to realize this conversion rate increase for 100% of these visitors, instead of the 50% shown in the A/B test, we can create a Content Targeting rule, so visitors who qualify for this segment are always shown this new banner.
For more information on how to use Content Targeting, see Personalize content based on a visitor's profile.
Campaign Performance Report filters
To manually analyze how Oracle Adtech Services attributes affect conversion rates and the results of a campaign, we can apply custom filters to reports. For example, if we run an A/B test for all visitors to our site, but we want to filter the report later to see results for only visitors aged 21-39, this can be done within the Campaign Performance Report.
Audience Insights
Oracle Adtech Services audiences can be used in the Audience Insights report to see if visitors with specific attributes are more or less likely to take an action on your website. For example, the report could show that visitors aged 21-39 are completing purchases more often than other age groups, while age 65 and older are purchasing less often. This could present us with an opportunity to increase the conversion rate for older visitors by optimizing and personalizing their experience.
Campaign Insights
Using Campaign Insights, we can learn about new ways to segment and personalize visitor experiences. For example, if most people prefer Experience B, this report can find additional segments that prefer Experience C based on the attributes we collect, including those we receive from this integration.
See more
Configuring the Oracle Adtech Services and Oracle Maxymiser integration