Join Datacratic for the Profiling of Engagers and Converters with Audience Analytics and Look-alike Modeling discussion at the conference. How much are you able to learn about your current email and site converters? Do you have a way to extract learned attributes of your best audiences to guide and optimize your audience profile and personas? In this session, we will do deep dive into audience analytics capabilities that will help you discover new audiences and drive additional scale for digital marketing programs.

1. Lookalike
Modeling
Panel
Discussion
Sherene
Hilal
Product
Lead
Oracle,
Oracle
Data
Cloud
July
18,
2014
Presented
with

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Program
Agenda
Panelist
IntroducNons
Lookalike
Modeling
Overview
Panel
Discussion
1
2
3
Oracle
ConfidenNal
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Internal/Restricted/Highly
Restricted
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2014
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rights
reserved.
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Program
Agenda
Panelist
IntroducNons
Lookalike
Modeling
Overview
Panel
Discussion
1
2
3
Oracle
ConfidenNal
–
Internal/Restricted/Highly
Restricted
4

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©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
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Panelist Introduction
Sherene
Hilal,
Product
Lead,
Oracle
Data
Cloud
James
Prudhomme
CEO,
Datacra=c
5
Nate
Becker,
Digital
Media
Supervisor,
Op=Media

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and/or
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Program
Agenda
with
Highlight
Panelist
IntroducNon
Lookalike
Modeling
Overview
Panel
Discussion
1
2
3
Oracle
ConfidenNal
–
Internal/Restricted/Highly
Restricted
6

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©
2014
Oracle
and/or
its
affiliates.
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rights
reserved.
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Custom Data: Look-alike Modeling
• Lookalikes are an audience modeled from
your customers and converters to gain reach
& efficiency.
• BlueKai has built a modeling system on
Datacratic’s Machine Learning platform to
provide your brand with custom look-alike
models that are built and crafted solely for
you.
– Creates reach off your 1st party data
– Qualifies prospects based on behavior
– Performance-driven
Challenge: 1st party data is effective, but limited. How do you scale?
Solution: Customized models using exclusive 3rd party data

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Uniqueness
Scale
CompeNNve
Advantage:
Unique
PredicNons
@
Scale
1st Party Data!
“Hotel Chain”!
Models!
“Look-a-like”!
2nd Party Data!
“Credit Card”!
3rd Party Data!
“Expedia sold!
to Marriott”!

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2014
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and/or
its
affiliates.
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Modeling System Overview
• Fully integrated within the BlueKai UI
– Already integrated within BlueKai. Easy to get started.
• Multi-variant
– Users’ probability score calculated based on all available
attributes + recency & frequency
• Full BlueKai Dataset (+ your first party datasets)
– Leverage over 400MM available users across 40k attributes to
identify users based on behaviors
• Daily Model Refreshes
– Keep your models current!
• Customizable Threshold - Reach vs Precision
– Model scores are stack-ranked. Customize threshold for
performance (Top .01%) or scale (Top 20%)

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2014
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and/or
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How an Audience Data Modeling System Works
Continually Learning & Adapting
Continually Learning & Adapting

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2014
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Program
Agenda
Oracle
Data
Cloud
IntroducNon
Panelist
IntroducNons
Panel
Discussion
1
2
3
Oracle
ConfidenNal
–
Internal/Restricted/Highly
Restricted
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2014
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Take-Aways
12
1. Available
on
demand
within
your
BlueKai
UI
2. Uses
same
trusted
1st
&
3rd
party
sources
3. Leverages
Nme
series
and
behavior
sequencing
4. Provides
visibility
in
to
the
“Black
Box”
5. Applies
AdapNve
Machine
Learning
-­‐
More
than
simple
decision
tree
logic.
+1
BONUS
–
Domain
experNse
in
markeNng
technology