Understanding Data as a Service for Business

1. Understanding Data as a Service for Business Omar Tawakol GVP and GM of Oracle Data Cloud Oracle Confidential – Internal/Restricted/Highly Restricted

2. Oracle’s History and Future in Data Disrupting data and information management since 1977 • Separating databases from applications • Software in any enterprise computing environment • Grew to 310,000 data basecustomers THEN NOW • Separating data services from application services • 7.5 trillion marketing data transactions on1B monthly profiles • Over 700 million unstructured messages daily from 40 million sites in 19 languages • 240 million B2B companies and contacts worldwide Oracle Confidential – Internal/Restricted/Highly Restricted

3. Data is the Connective Tissue But many businesses still struggle to gain competitive advantage with data • Why? • Lack of common identifier across channels, across the enterprise • Difficult to verify data quality across sources • Data siloes; hard to turn data into action across variety of platforms • Increasingly complex legal, commercial and privacy rights to navigate • A myriad of point solutions that does not connect enterprise-wide data Oracle Confidential – Internal/Restricted/Highly Restricted

4. Oracle Data as a Service for Business - Defined An data licensing model where data is provided through a cloud service For business applications and business users in marketing, sales, services, etc. Data offerings include both anonymous and known profiles for smarter B2B and B2C business action A vendor-agnostic approach to data services – plug into any application Oracle Confidential – internal

5. Oracle Data as a Service for Business Data Informing Smarter Action Everywhere Data as a Service for Business Software as a Service Data as a Service for Sales (NEW) Data as a Service for Marketing Data as a Service for Social Platform as a Service Infrastructure as a Service • Most Scale and Variety • Data Portability and Connectivity • Speed to Data Adoption and ROI • Transparent and Trusted Oracle Confidential – Internal/Restricted/Highly Restricted

6. Oracle Data as a Service for Business Technology Components 1 2 3 4 Data Ingestion Value Extraction Rights Management Data Activation Cross Channel ID Unification Scalable Infrastructure Oracle Confidential – Internal/Restricted/Highly Restricted

7. Data as a Service For Marketing Oracle Confidential – Internal/Restricted/Highly Restricted

8. Data as a Service for Marketing: Depth, Breadth, Scale BlueKai Intent Data – 230MM Profiles Consumer Packaged Goods (CPG) Autos Education Financial Products & Services Retail Services Travel Real Estate Branded Partner Data (includes B2B) 3rd Party Sources Approximately 1B total global profiles Unbranded Partner Data Geographic Demographic Interest Lifestyle Qualified Demographic Behaviors Past Purchases Predictors

9. Data as a Service for Marketing Audience: Marketers, publishers, ad networks, exchanges, ad tech vendors Prospecting at scale, relevant ads and content across online, mobile, search, social and video 5x lift in performance vs. traditional data 2.5x In performance goals using data modeling Results: They target that audience with relevant advertising, and enticing offers that speak to a younger demographic. They are able to target the same audience across online, mobile, search, social and video. Leveraging 3rd party data from Oracle BlueKai, they are able to assemble an audience (anonymous) of students who are actively searching for and researching smartphones. A large telco company is looking for new customers who arein-market for a new smart phone. When the audience arrives at their website, they are able to customize the site content to drive home the sale. Oracle Confidential – Internal/Restricted/Highly Restricted

10. Pre-Integrated Cross-Channel Data Activations Ad targeting, site customization, testing, lookalike modeling, etc. Native and SearchPartners Ad Serving Partners Media Partners (Mobile) Data Activation Media Partners Data App Partners (Modeling) Ad Customization/Website Site Optimization Attribution Oracle Confidential – Internal/Restricted/Highly Restricted

11. Data as a Service for Sales New! Oracle Confidential – Internal

12. Data as a Service for Sales The Most Comprehensive Business Data Offering for Sales Qualification and Prospecting • Data driven qualification and prospecting • Discover and reach the right people • Enrich sales database • Integrated access from CRM Integrated with: Oracle Confidential – internal

13. Data as a Service to Sales – Why is this unique? Deepest Profile DataAvailable in the Market EnterpriseReady Trusted DataSource • Over 150 companyattributes • Social connectiondata including Twitter, Linkedin, YouTube, Slideshare, etc. • Competitive relationships of an account • Designed for use by technical and non-technicalpersonas • Unconstrained Data Usage: Pricing based on records, not users with monthly and yearly subscriptions • Data Portability beyond sales to marketing, BI, social and HCM. • Centralized Licensing: One simple license for cross-enterprise use • Largest business database in the world covering 200 countries • Proprietary governance, unique identifiers and 1.5 million records updated daily • Unique partnership with Oracle marrying the best of data and integration into business applications across the enterprise Oracle Confidential – internal

14. Company and Contact Profile Attributes Oracle Confidential – Internal

15. Data Intelligence to All Business Functions How does it work? Data Ingestion/ Compliance Value Extraction/Aggregation Cross Functional Activation Companies IMPORT NEW Contacts Sales Cloud Social Identities Marketing Cloud Hierarchies ENRICH EXISTING Data Feeds Competitors Oracle Data as a Service BI Cloud Social Cloud Service Cloud HCM Cloud

16. Oracle Sales Cloud Use Cases Data Stewards Database enrichment, cleansing, validation Sales Representatives New account qualification, new contacts Import new B2B Contacts/Leads of Matched Accounts Create new Accounts or Match existing accounts against millions D&B companies Data as a Service for Business Interface Adding new contacts within Oracle Sales Cloud Oracle Confidential – Internal

17. Oracle Marketing Cloud Use Case Demand Generation or Marketing Automation Manager Prospecting list creation, opportunity generation Easily import leads into OMC and map by DUNS and link to DaaS ID and DaaS On-demand search for leads across 45million contacts by department, management level, company size etc. Oracle Confidential – Internal

18. Data as a Service For Social Oracle Confidential – Internal/Restricted/Highly Restricted

19. Data Collection Access to More than 700 Million Messages Daily • Facebook • Twitter • Google+ • MySpace • YouTube • FriendFeed • LinkedIn Answers • Wordpress • Blogger • Yahoo Answers • Feedburner • ePinions • Cnet • CNN • BBC • Baidu • Doctissimo • Reclameaqui • And more… • Global feeds of social media and news data from over 40 million sites • Social networks, blogs, video sharing, forums, news, and review sites • Full content captured, not just summary information Oracle Confidential – Internal/Restricted/Highly Restricted

20. Data as a Service for Social Audience: Marketers, customer service, sales, eCommerce, social media managers Extracting valuable signals from unstructured social data to understand consumer needs Hot topics Key Indicators Sentiment Language Indication Themes Terms With real-time semantic analysis and a pool of 3rd party social data, DaaS for Social helps uncover… Retailer wants to extract signals from social channels to gain insight on consumer purchasing process and identify opportunities for further engagement Social handle Klout Score Results: 5x in fan engagement • Competitive Intelligence • Consumer Intent Detection • Purchase Language Insight A major Telco saves all their chat logs with customers and prospects but is unable to extract meaning to drive business action Brand Selected Indicators: Quality, Favorable Sentiment: Positive Gender Oracle Confidential – Internal/Restricted/Highly Restricted

21. Data as a Service for Social Offerings Semantic API Process and categorize external unstructured text • call center transcripts • chat logs • internal community messages • surveys, etc. Data Enrichment API Process and categorize social unstructured text • For external systems, tweet IDs + enrichments • Analysis Types: • Topics • Indicators • Themes • Terms • Sentiment • Language Customer Analytics Oracle Public Cloud Customer text passed to Listen Full Content & Enrichments Semantic API Processing Pipeline Customer DB Data EnrichmentAPI Data Enrichment API Twitter IDs & Enrichments Social Media ExternalSystems Dashboard DaaS for Social Topic-based Analysis Listen *Limited Availability Oracle Confidential – Internal/Restricted/Highly Restricted

22. Addressability & ID Primary: Cookie(1st & 3rd) Secondary: Email Digital Ads Primary: Address Secondary: Name Zip+4 email Direct Mail Primary: Social handle Secondary: Email Cookie Social Primary: IDFA ADID FP Cookie Secondary: StatId Login Email 3rd Party Cookie Mobile Primary: Subsid Secondary: Address Email Digital TV Primary: Tel # Secondary: Email Address Call Center Primary: Email Address Email

23. Authors/ Posts Household Level CRM Addressability and ID Offline Sources Unstructured Social Forums Reviews Contacts RegistrationID 2nd Party Cookie Data Blogs Customer Data Brick & Mortar Cookies Mobile Web Email 1st-Party Cookie Data 3rd-Party Cookie Data Other Emerging Channels Matched Statistical IDs Mobile App ID Mapping Over the Top Boxes Mobile Web Addressable TV Online Sources Google Ad ID Microsoft ID Set Top Boxes Oracle Confidential – Internal/Restricted/Highly Restricted

24. Takeaway • Data has inherent value; Data as a Service (decoupled from applications), is a new way to connect the growing world of business applications • Data can unify customer and audience intelligence across the enterprise • Data is also the way to deliver a consistent experience across all channels • ID graph is the key to a winning Data as a Service strategy. Very few companies have started to tackle this (or are equipped with the right assets to create a comprehensive mapping). Oracle Confidential – Internal/Restricted/Highly Restricted

26. Oracle Data as a Service for Business Technology Components 1 2 3 4 Data Ingestion Value Extraction Rights Management Data Activation • Structured/Unstructured • Anonymous/PII • Offline/Online/Mobile/Video Search/Social • 1st/3rdParty • Real-Time/Batch/Server Side • Public/Acquired • Cross Channel Matching • Signal Extraction: Intent, Sentiment, Themes, Topics • Quality Assurance: Data Cleansing, De-duplication, Verification, etc. • Rights Management • Provisioning • Privacy • Legal & Compliance • Pricing & Economics • Payment/Revenue Management • Integrated/Standalone • Cross Channel Marketing • Social Insights • Sales Database Enrichment • Industry Benchmarking • Analytics/Modeling Cross Channel ID Unification Data Computation Oracle Confidential – Internal/Restricted/Highly Restricted

27. A data-driven business… What does it look like? Questions… Data Needs…. Outcome… • Who should I prospect, how do I segment? • What should I say? • Am I talking to the right person in the org? • What are all the ways I can get in contact with them? • What are customers saying about my products/brand? • What trends should I be aware of? • Shopping interest data • Past transactions • Known B2B Profiles • Business data • Linked social handles • What they say • What they share • Prospect audiences with right ads and content across any channel • Improve sales efficiency with better leads and insights • Increase retention with better social listening and signal extraction Marketing Sales Service/Loyalty Oracle Confidential – Internal/Restricted/Highly Restricted