Case Study:
Oracle DMP and Eloqua Solutions
Driving business performance through effective data management
The business case
While The Economist had made significant investment in the implementation of the full Oracle marketing stack, as the initial contract period approached renewal the business was concerned that a sufficient return was not being achieved. Recognising that this was because the technology had not been effectively adopted, the business committed to reviewing how they could address this before making a final decision on how to move forward.
The vendor decision
As an Oracle partner with extensive experience of the vendor’s full ecosystem, BluprintX was ideally placed to support The Economist with developing the skills, knowledge and confidence to leverage the full potential of their MarTech stack.
Issue
The main challenge facing The Economist was the lack of in-house skills and platform understanding. Through their Oracle stack investment, The Economist had access to a wealth of data that could be used to drive marketing campaigns – but an absence of clear systems and processes meant that this was not happening. They needed expert guidance and support to better utilise the tools available, most notably the use of Oracle DMP.
Solution
As a vendor-agnostic marketing and sales consultancy, BluprintX provided an objective appraisal of the current situation, conducting a thorough review of the technology stack and departmental processes.
This identified areas where BluprintX could fast-track the time to value for The Economist, which resulted in a combination of technical build support and substantial training programmes for upskilling the in-house marketing team. Having evaluated the challenges and areas for improvement, BluprintX identified that the solution was to focus firmly on the data management platform.
Approach
BluprintX leveraged their close links with university computer science departments and some of the world’s leading data scientists to approach this complex data project.
Understanding how The Economist created, stored and then deployed data was paramount. Equally important was the development of processes and subsequent training which would enable the team to competently and confidently utilise the technology in future.
Initially heavily focused on assessment, review and data, BluprintX developed the insight needed to build a new data taxonomy and advanced reporting solutions which were tailored to the needs of The Economist.
With strong foundations established, the BluprintX consultants worked closely with The Economist’s data team and content team, guiding them through the technology and enabling them to develop data-driven campaigns.
Objectives
- Upskill the in-house team to enable future autonomy and best practice operations
- Improve marketing performance through increased data and campaign effectiveness
- Enable The Economist stakeholders to realise the power of Oracle DMP
- Activate data on existing customers to help power data campaigns
- Enhance user journey mapping using Oracle DMP’s inbuilt functionality
- Investigate and integrate Oracle DMP and audience segments to external platforms
- Uncover how visitor profiles link across devices to enable cross-platform subscription marketing
Outcomes
Key metrics included:
- Enhance user journey mapping using Oracle DMP’s inbuilt functionality
- Investigate and integrate Oracle DMP and audience segments to external platforms
- Uncover how visitor profiles link across devices to enable cross-platform subscription marketing