Oracle Data Cloud is launching a data marketing program to help auto dealer agencies better use digital data.
Nine retail automotive marketing agencies thus far have received Oracle Data Cloud’s Auto Elite Data Marketer (EDM) designation. They include C-4 Analytics, Dealer Inspire, Dealers United, Goodway Group, L2TMedia, SocialDealer, Stream Marketing, Team Velocity, and TurnKey Marketing.
Oracle’s Auto Elite Data Marketer program will help agencies effectively allocate their marketing resources as advertising budgets shift from offline media to digital platforms, according to Joe Kyriakoza, VP and GM of Automotive for the Oracle Data Cloud.
As the automotive industry goes through an era of transformational change, dealers need marketing tools to help maintain or grow market share, he says.
“By increasing the data skills of our marketing agency partners, Oracle can help them directly impact and improve their clients’ campaign results,” Kyriakoza says.
The program includes education and training to the marketing agency and their extended teams on advanced targeting strategies and audience planning techniques. Also included are co-branded collateral pieces to support client marketing efforts, including summary sheets, decks, activation guides, and other materials, and co-branded marketing initiatives through thought leadership, speaking opportunities and co-hosted webinars.
The agencies also will have access to Oracle’s specialized Retail Solutions Team and the Oracle Data Hotline to support strategic pitches, events, and RFP inquiries.
Retail marketers will have access to Oracle’s automotive audiences, which cover the entire vehicle ownership lifecycle, like in-market car shoppers, existing owners, and individuals needing auto finance, credit assistance, or vehicle service. This allows clients to precisely target the right prospects for any automotive retail campaign. Oracle has teamed up with data providers to build the robust dataset, like IHS Markit’s Polk for vehicle ownership and intent data, Edmunds.com for online car shopper data and TransUnion for consumer finance audiences.
Oracle Data Cloud plans to expand the program to include additional dealer marketing agencies, as well as work directly with dealers and dealer groups and their media partners to use data effectively for advanced targeting and audience planning efforts.