Oracle, one of the world’s leading providers of enterprise resource planning (ERP) solutions, has increased its data offerings by launching what it says is the largest B2B audience data marketplace in the world. Information included in the cloud comes from various sources, including Bombora, Dun & Bradstreet, and Oracle’s own Datalogix, AddThis and BlueKai.
The new Data Cloud will provide access to more than 400 million different business user profiles. These are carved into over 4,000 pre-determined audience segments. Whilst individual targets can be sorted by individual parameters, such as named industry events or job functions, for example, account-oriented segments are based around criteria such as specific enterprise purchases. Meanwhile, there will be a vast amount of data on offer, both from Oracle’s own firms and third parties. These will include B2B data partners such as FullContact, HG Data, Infogroup, TransUnion, Place IQ, Bombora and Dun & Bradstreet. Oracle-owned firms such as AddThis, Datalogix and BlueKai will also offer data, whilst Leadspace will provide Data Cloud with predictive analytics.
Though the database might not look like anything special, Oracle notes that its selling point comes from the fact that such a vast amount of B2B data is available in one place. In addition, companies can utilise pre-built segments as well as use tools to build their own audiences. More than 200 platforms can be integrated with Data Cloud, including data management platforms, demand-side platforms, publisher exchanges and agency trading desks.
Oracle previously provided access to B2B data though the LinkedIn-owned Bizo platform. However, this was shut earlier in 2016, and with Microsoft buying LinkedIn, Oracle launched its own offering.
Data Cloud Group Vice President Rob Holland revealed that “the other major audience marketplaces today (Adobe, Acxiom, Exelate) are focused mostly on B2C, not B2B.” He added that “no other B2B marketplace [comes] close” to the new endeavour, and this means that Oracle has become the largest B2B data marketplace, thanks to the incorporation of data from third parties.
Holland explained further how the tool could be used, suggesting that a large software company might want to identify lead decision-makers working in businesses with over 1,000 employees. The audience could be further targeted by limiting searches to firms that have bought specific equipment, with the resulting marketing pointed towards decision-makers who’ve attended certain conferences.
With businesses increasingly relying on data to conduct better marketing and advertising strategies, the latest data cloud could be of significant interest to companies around the world.
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