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PlaceIQ And Oracle Cloud Integration Promises Smarter Geo-Data, Not Just Bigger

Oracle Data Cloud offers access to more than $3 trillion in customer purchase data and two billion consumer profiles. PlaceIQ can pinpoint where they go.

When it comes to location-based advertising, it seems you can’t have too much data. Of course, the common complaint from marketers is that they don’t know how to make it all actionable.

The expanded partnership between geo-data specialist PlaceIQ and Oracle Data Cloud’s BlueKai Marketplace promises to build “a new model of consumer behavior by connecting physical and digital activities across time, space, and mobile devices.”

On Oracle’s side, the integration brings its global “Data as a Service” solution, which includes access to more than $3 trillion in consumer transaction data, 2 billion global consumer profiles, and 1,500-plus data partners. In terms of marketing relationships, Oracle serves more than 200 major media companies, including publisher exchanges, ad networks, demand-side platforms, data management platforms, and agency trading desks.

For its part, PlaceIQ uses data from 475 million location points of interest, 100 million unique consumers, and more than 10 billion daily place-based device movements that enables the creation of geo-based audience segments. PlaceIQ data informs marketing decisions for leading brands in retail, consumer packaged goods, automotive, quick service restaurants and other business categories.

‘The Walmart of 3rd Party Data’

For John Sedlak, PlaceIQ’s CRO, the deal with Oracle brings him full circle. Sedlak was SVP of global sales for BlueKai and following that company’s acquisition, and he held that same post at Oracle following the acquisition two years ago.

“This integration with Oracle is the culmination of PlaceIQ reinforcing this notion of our geo-data gaining ubiquity across the entire digital marketing ecosystem,” said Sedlak, who joined PlaceIQ in Dec. 2014. “It’s been very interesting for me personally of because the evolution of applying cookie data to the owned, earned, and paid used cases happened much more slowly than what I’m seeing here.”

That point about going beyond simply tying PC-based behavioral data with mobile’s real-world analytics by including social media (aka “earned”) reflects not only the rise of programmatic, but the growing power of smartphone targeting via Facebook/Instagram, Twitter, Snapchat, and Pinterest.

“The minute someone sees the benefit of location data, they typically apply it first to the paid media use case,” Sedlak said. “But then, in some cases it’s weeks, not months, before they want to start having it inform things like site personalization.

Filling The Online And Offline Gap

“The reason this partnership for us is particularly strategic is Oracle, and the BlueKai marketplace, is viewed as sort of the ‘Walmart of third party data,'” Sedlak continued. “If you really want to make sure that you’re generating awareness of your data product, you want to get that eye-level shelf space within the Oracle data cloud. They perform a significant amount of due diligence on our data quality, the comprehensiveness of our audience segments. We’re thrilled that they’ve chosen us as their partner and letting us monetize this data in new ways.”

PlaceIQ initially began partnering with Oracle on the exporting of geo-data to Oracle’s private marketplace, which essentially gives permission-only access to PlaceIQ data across the Oracle PDM customer set. That introductory alliance paved the way for this fuller location data collaboration.

“It’s a progression from Oracle understanding PlaceIQ from a data-centric point of view,” noted Nadya Kohl, PlaceIQ’s EVP, business development. “That then led to the natural evolution of focusing on the movement of the data and the access of the data in a far more seamless way for marketers.”

Specifically, the deal is meant to uncover deeper online and offline signals showing purchase intent, Sedlak said.

“Knowing that someone, through their place visitation, their physical presence, can dwell overnight for nine hours at a Hilton tells us that that’s a Hilton customer,” Sedlak said. “That’s a head in a bed that a hotel company cares about. And both Hilton and Marriott want reach that customer as they’re out in the world, either to appeal to them again or to conquest against and go after.”

That visitation information is important for Oracle’s focus on developing “pre-activation analytics.” The company’s Audience Profile Report contains a biographical understanding of every user in their marketplace.

They know what sort of past purchase behaviors someone may have from its Datalogix analytics set, Sedlak noted. Oracle knows what those same people do when they’re on the internet, what websites they go to to purchase certain products, or what websites they may go to to consume content thanks to its BlueKai programs.

The integration with Oracle and BlueKai is the latest in a string of partnerships PlaceIQ has struck over the past year, as it seeks to ensure that its geo-data informs more than just mobile and extends to attribution and analytics to other media channels, such as addressable TV.

It all follows the evolution that accelerated last summer of PlaceIQ’s Enterprise Place Visit Rate and expanded work with auto manufacturer Audi and existing agency partner Starcom MediaVest Group as well as other allies like Acxiom, to ensure the use of smartphones and location-based advertising were such an intrinsic part of mainstream marketing.

“One of the data sets that is missing for many marketers is that fully complete, 360-degree view of the customer in the physical world,” Sedlak said. “Now we’re filling that gap.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.