Oracle Data Cloud has launched a new data marketing program to assist auto dealer agencies with utilizing digital data in marketing. Nine Tier 3 auto marketing agencies have qualified for the program, receiving ODC’s Auto Elite Data Marketer (EDM) designation upon completion.
This new initiative, which Oracle calls an advanced data training and marketing program, includes training, education, customized collateral pieces, co-branding including co-hosted webinars and speaking opportunities, as well as strategic sales support offered through Oracle’s Retail Solutions Team and the Oracle Data Hotline.
Educating Auto-industry Marketing Firms on Big Data
“As the automotive industry goes through an era of transformational change, dealers are literally where the rubber meets the road, and they need cutting-edge marketing tools to help maintain or grow market share,” said Joe Kyriakoza, VP and GM of Automotive for the Oracle Data Cloud.
Original participants in the program include:
- C-4 Analytics
- Dealer Inspire
- Dealers United
- Goodway Group
- Stream Marketing
- Team Velocity
- TurnKey Marketing
The focus of Oracle Data Cloud’s program is on educating and promoting the use of big data in the marketing of automobiles. Data that Oracle believes will help marketers in uncovering the needs of their target audiences and finding new segments of the population that they can better target.
Joe Castle, the founder of SocialDealer said in a statement, “We are excited to be one of the few Auto Elite Data Marketers which provides us a deeper level of custom audience data access from Oracle.”
Oracle Data Cloud’s Automotive Data Set
Oracle’s audience data is vast, according to the company. Auto Elite Data Marketer program participants will receive training and access to a set of data that Oracle has gathered covering what it says is, “The entire vehicle ownership lifecycle, like in-market car shoppers, existing owners, and individuals needing auto finance, credit assistance, or vehicle service.”
In order to build that data cache, Oracle partnered with data providers including IHS Markit’s Polk, Edmunds.com, and TransUnion.
Oracle Data Cloud operates the BlueKai Data Management Platform and BlueKai Marketplace. Over the years, it’s established relationships with over 1,500 data partners.
Leveraging data to better target audiences with marketing is nothing new. Brands like Facebook and Google have built advertising powerhouses on the idea they know enough about their users that their ads are shown to the right people and with the right content.
For automotive dealers and the firms, they work with, having direct access to detailed information about their audiences can make a world of difference.