Tips for Brands Using Oracle’s Discontinued Data Services

Oracle’s announcement that it will sunset its advertising services was a shock to all of us in the direct and data-driven marketing space. As we speak with clients, many are still trying to quantify the impact of Oracle’s departure and adjust plans heading into the Holiday season.

As President and Co-Founder of LiftEngine, a company that has spent 20 years helping clients leverage data for acquisition and retention campaigns, here are some tips for those impacted by Oracle’s decision on how to proceed. I will also share a bit about our data set (that requires no contribution) and why it is a must-test for Oracle clients looking for new and responsive acquisition data sources.

1.   Question Your Current Data Vendors and Digital Advertising Platforms

The first thing we recommend is getting a full picture of Oracle’s impact on your campaigns and tech stack. If you contributed to their co-op, you have a good sense of how frequently that data was used for insights and to build marketing audiences. However, some implementations of Oracle’s data could be less obvious but still have a serious impact on your marketing.

Your marketing campaigns might unknowingly depend on Oracle data indirectly through third-party partnerships and data agreements. It is best to question your data vendors and digital advertising platforms now to learn if Oracle contributed to their platform. If Oracle was a part of their platform, what is their plan for replacement and timeline moving forward? What results can be expected during this transition period? Can your business afford the hiccups and uncertainty?

A proactive approach is essential, starting with verifying your data sources and preparing to adjust your strategies for sustained marketing success.

2.   Research and Identify Alternative Digital Advertising Platforms

In light of potential changes in the effectiveness of campaigns that rely on Oracle data, it’s pivotal to begin exploring other digital advertising platforms immediately. Your aim should be to identify options beyond Oracle-dependent services like MNTN, Pinterest, and Snapchat, ensuring that your reach and campaign performance are not compromised.

When researching these alternatives, consider a variety of platforms and weigh their features against your specific marketing goals and the demographics of their users against your target market. Additionally, investigate whether these platforms allow uploading (or Onboarding) marketing audiences. To replace Oracle-provided demographics, you can use third-party sources, append the needed demographic data, segment your customers accordingly, and upload that segment into the platform.

Once you’ve identified potential platforms, it’s crucial to devise a test plan for each. Testing is a key step to assess the effectiveness of these new platforms before making a full commitment, especially as we approach the holiday season—a time when advertising campaigns can significantly impact our end-of-year revenue.

By conducting thorough research and testing now, you’ll ensure that our campaigns are backed by robust and reliable data channels. This will keep our marketing efforts successful and resilient in the face of any potential data source changes.

3.   Compile Baseline Acquisition Campaign Results Which Leveraged Co-Op Data

It is important to know how Oracle’s data performed in previous campaigns so you can make accurate assessments of the performance of the new data sources you will be testing. Metrics like Response Rates and Average Order Value (AOV) provide a great foundation, but we also recommend looking at cost-based metrics like Customer Acquisition Cost (CAC), Return on Investment (ROI), and Revenue per Direct Mail Piece.

4.   Search and Test New Acquisition Data Vendors

With your baselines in hand, test new data sets to help keep your campaigns running strong. A few things to think about:

1. Find out if the new data source requires contribution. It is good to know how your customer data is shared.
2. Ensure that you are setting up precise, significant, and measurable tests. Keep test groups similar in terms of offer and region to not skew results.
3. Make a post-campaign attribution plan before your campaign’s launch or mail date. Testing is only as good as the results you can measure. Our Response Analysis Reporting (aka Matchbacks) can help make this process super easy.

Shameless Plug: LiftBase, Our Consumer Masterfile

LiftBase brings together data from multiple trusted sources under one roof, featuring over 250 million US consumers and 140 million US households. With 1,000+ enhanced data elements spanning categories like demographics, automotive, financial information, and social media propensities, LiftBase quantifies a vast array of consumer behaviors and preferences.

With LiftBase, there is no requirement to share or contribute your data, negating any risk of it falling into competitive hands. This clear-cut separation grants you the freedom to capitalize on our unique insights, secure in the knowledge that your data is inaccessible to others in your sphere. Ultimately, LiftBase empowers you to maintain market leadership with the assurance of complete data ownership and robust protection.

Our Offer to Oracle Clients

For Oracle clients transitioning to LiftEngine, we offer a seamless adaptation with significant added value. Engage with us and gain a complimentary Customer Retention Report, valued at $2,500, to refine your engagement and retention strategies further. Additionally, we are offering a 30% credit on your second campaign (minimum purchase of 50,000 records required), ensuring that your investment in us continues to yield tangible benefits as you adjust to Oracle’s market exit.

LiftEngine is not just a platform, but a partner dedicated to ensuring your marketing strategies not only meet but exceed expectations in a continually evolving digital landscape. With LiftBase, empower your campaigns with unrivaled data insights and robust marketing tools.

To discuss how LiftEngine can support your goals and to claim the promotion above, fill out the form on our website.

It is Time for Liftoff

Ready to explore the heights of data-driven marketing with LiftBase? Let’s connect and discuss your specific needs and how we can assist in overcoming the challenges ahead.

Keith Huntoon

President & Co-Founder, LiftEngine

About LiftEngine

Since 2005, LiftEngine's primary mission has been to help clients better understand and connect with their most responsive prospects and customers, online or offline. Our expertise is behind the marketing campaigns of 400+ clients.

Behind LiftEngine is LiftBase, our proprietary addressable consumer database. Comprised of 250 million US consumers, 140 million US households, and 1,000+ enhanced data elements, LiftBase powers our audience development services and industry-leading products, PortalLink and LaunchPad.

Let's connect today!