Find qualified prospects who look and behave like your best customers. Utilize over 40k data categories to create your custom look-alike model that auto-learns to continually find your best prospects. Take the guess work out of segmentation and discover the advantage of incorporating machine learning into your marketing toolkit. Imagine having the competitive edge with self learning audience models adapting to changing behavioral patterns of your best and most qualified customers! No Guess Work, No Manual Tuning - Just Advanced, Intelligent Audience Targeting Learn how clients in the telecom, technology, retail industries are leveraging auto-learning Look-alike model segments to continuously adapt to changing target audience behavior. Discover how your organization can continually target audience segments that have the highest likelihood of conversion.

1. 1
Look-­‐alikes:
Precision,
Scale
&
Results
Using
Machine
Learning

2. Agenda
2
Lookalike
Modeling
Top
5
Things
to
Look
for
Ge6ng
Started
is
Easy
Demo
Real
World
Customer
Case
Studies
Live
Q&A
with
our
Thought
Leaders

3. Your Thought Leaders
Molly
Parr
Director,
Product
Management,
Oracle
(BlueKai)
James
Prudhomme
CEO,
DatacraFc
James
is
the
CEO
of
the
enterprise
soGware
company
DatacraIc
where
he
leads
a
global
team
delivering
technology
products
based
on
DatacraIc’s
real-­‐Ime
adapIve
machine
learning
plaMorm.
3
Molly
leads
all
Go
To
Market
acIviIes
around
for
the
industry-­‐leading
BlueKai
Data
Management
PlaMorm
-­‐
including
product
&
feature
releases
and
external
partnerships.

4. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
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

5. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Datacratic 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%)

6. Top 5 Things to Look for in a Modeling Solution
6
1. Available
on
demand
within
your
BlueKai
UI
2. Uses
same
trusted
1st
&
3rd
party
sources
3. Leverages
Ime
series
and
behavior
sequencing
4. Provides
visibility
in
to
the
“Black
Box”
5. Applies
AdapIve
Machine
Learning
-­‐
More
than
simple
decision
tree
logic.
+1
BONUS
–
Domain
experIse
in
markeIng
technology

7. How the Datacratic Audience Data Modeling System Works
Continually Learning & Adapting
Continually Learning & Adapting

8. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Getting Started with Lookalikes is Easy
1
Select Datacratic as your Lookalike Vendor
Configure custom model settings
2
Request your custom Lookalike Model
Specify details on your dataset & custom model
format.
The model is sent & you can monitor status in
Manage Models!

9. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Case Study:
Leading Software Retailer Increases ROI 118% With Look-alike Modeling
• Challenge
– A top software company was looking to efficiently
increase sales and improve the ROI from their display
advertising campaigns
• Solution
– To effectively segment audiences, they created look-
alike models based on their top customers and
targeted these consumers with their media buys
• Results
– Look-alike model targets had the best ROI; 118%
– Outperforming the campaign average by 64% &
control group by 104%
Datacratic look-alike
models result in a 118%
increase in ROI
118%
Campaign
ROI
Look-alike Targets
118%
Non Look-alike Targets
14%
Total Campaign Average
54%

10. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Case Study:
Telco Uses Look-alike Modeling To Efficiently Increase Traffic Yield
• Challenge
– Top U.S. Telco found that their typical customers
converted in-store vs. online
– A major driver of in-store traffic is visitors to their store
locator web page; and they wanted to efficiently drive
increased traffic to that page
• Solution
– To effectively prospect and drive traffic to the store
locator page, the Telco used look-alike modeling to
generate audience segments based off of their store
locator page visitors
• Results
– Telco saw a 0.78% & 0.84% increase in traffic yield,
quarter over quarter
*Traffic yield = Landing Page Visits / Impressions Served
Datacratic look-alike
models surpass yield rate
goal by 40%
40%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.80%
0.90%
Q4'13
Q1'14
Traffic Yield
Benchmark:
.60%
40%
Above Goal
30%
Above Goal

11. BlueKai & Datacratic – Fully Integrated Solution

12.
Software Purchase: Conversion Behavior Cycle
Hardware Purchase (Tablet): Conversion Behavior Cycle
Home Electronics: Conversion Behavior Cycle
Customer Incentive – Data Scientist Toolkit Preview
Exclusive insight from Datacratic into
Customer Conversion Behavior.
• Analysis of consumer behavior
leading up to a conversion
• Conversion Behavior Cycle Report
• 1 Hour with Datacratic Data Scientist
to provide deeper insight and
customer intelligence on:
• customer behavior
• conversion triggers and timelines
• campaign and targeting
recommendations.
Available to new customers upon spending 7.5k*

13. Top 5+1 Things to Remember
13
1. Available
on
demand
within
your
BlueKai
UI
2. Uses
same
trusted
1st
&
3rd
party
sources
3. Leverages
Ime
series
and
behavior
sequencing
4. Provides
visibility
in
to
the
“Black
Box”
5. Applies
AdapIve
Machine
Learning
-­‐
More
than
simple
decision
tree
logic.
+1
BONUS
–
Domain
experIse
in
markeIng
technology

14. GeKng
Started
is
Easy
Contact
your
Oracle
BlueKai
Account
Manager
to
get
started
with
lookalike
audience
modeling
and
targeFng.
For
more
informaFon
visit
www.bluekai.com
and
www.datacraFc.com
14

15. QuesFons
For
more
informaFon
visit
www.bluekai.com
and
www.datacraFc.com
15