Wendi Dunlap, Oracle Marketing Cloud | Big Data New York City 2016
Channel: SiliconANGLE theCUBE
Date: 2016-09-30

01. Wendi Dunlap, Oracle Marketing Cloud, Visits theCUBE !. (00:21)
02. Are You Also Here For Another Event. (00:34)
03. Did The Ad Agencies And  Consultants Both Think They Should  Be Leading. (02:32)
04. What Has Historically Been The Role Of  Ad Agencies And Consultants. (03:17)
05. Give Us An Example Of How I Would Engage With Oracle Marketing Cloud. (05:15)
06. What Are The Data Sources. (06:48)
07. What Is The Role Of Content With Your Customers. (08:09)
08. Is There A Fine Line To Making Sure You Deliver The Right Thing. (10:18)
09. What About The Broader Experiences With The Brands For Content. (11:11)
10. What Are You Seeing In Terms Of Consumption Patterns. (12:14)
11. As A Customer Of Oralce Marketing Cloud What Am I Buying. (13:29)
12. Does All The Ads Work To Get More Clicks For Customers. (17:27)

#theCUBE #Oracle #BigDataNYC #SiliconANGLE #WomenInTech 
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Why should Google Analytics get all the credit? Tracing the path to purchase with martech | #BigDataNYC
by R. Danes | Sep 29, 2016 

A restaurant puts up a billboard for all-day pancakes across from a restaurant that serves pancakes until 11 a.m. The billboard shows the restaurant’s name, but not its address. This restaurant asks this survey question on bills: “How did you find us?” A majority of diners who order pancakes after 11 a.m. respond, “Google.” Does the restaurant get greater return from the billboard or from Google optimization?

This little thought exercise illustrates a marketing model known as attribution. Increasingly, in digital marketing, reliance on last-click attribution is being targeted as a problem area. Wendi Dunlap, director of Global Agency Partnerships at Oracle Marketing Cloud, explained, “Last click attribution is easy; it’s simple.”

However, Dunlap told Dave Vellante (@dvellante) and Jeff Frick (@JeffFrick), cohosts of theCUBE, from the SiliconANGLE Media team, during BigDataNYC 2016 that this linear approach doesn’t reflect reality; a consumer’s path to purchase is often circular or crisscrossed.

“When you start talking about multi-click attribution and marketing mixed-modelling, the conversation becomes a lot more nuanced,” she said.

Pieces of the purchase puzzle

Dunlap said that different factions of marketing and advertising are now lacing together to provide a more complete picture of how consumers arrive at a given destination.

“The lines are blurring between consultancies and agencies,” she said, adding that they each bring crucial bits of information to the table — particularly agencies. “They’re the single entity that has that end-to-end consumer view. No other organization has that,”she said.

Psycho data analysis

She explained that a customer relationship management tool, which is built into the Oracle Marketing Cloud, lets businesses see well beyond that often superficial last click.

“When we think about martech [the blending of marketing and technology], that’s really where we’re getting into identity and the fidelity of getting down to that single user ID.”

In other words, let’s stop giving Google all the credit.

#BigDataNYC
#theCUBE