Intel is a world leader in computing innovation. The company designs and builds the essential technologies that serve as the foundation for the world’s computing devices. As a leader in corporate responsibility and sustainability, Intel also manufactures the world’s first commercially available “conflict-free” microprocessors.
Joel Polanco is a Customer Insights Analyst at Intel Corporation. He has worked on a number of marketing projects with a focus on data-driven analytics and insights. Polanco spoke to IDC about his use of Oracle Data Cloud for the marketing programs he is responsible for: behavioral data analysis and targeting.
Intel is an ingredient brand, and going to market with partners is the primary way that Intel markets and sells its products. The “Intel Inside” Program works with Intel’s OEM partners doing co-marketing at retail, especially in the traditional PC ecosystem.
These partner marketing programs are very important to Intel’s business. Oracle Data Cloud offers Intel the third-party data, the partner integration, and the opportunities for future integration that can provide Intel with additional marketing reach to consumers.
Intel has a broad spectrum of products to market and sell, often through partners. Intel’s challenge is always trying to reach those end consumers to highlight that Intel is inside those devices. Intel will leverage third-party data for its largest campaigns in order to achieve that targeted reach, since it can’t simply rely on first-party data alone. Intel needed to get more traffic coming in, and the company wanted to do it in a smarter way.
Polanco is part of the marketing analytics team in the market research group at Intel, which is part of the global marketing team. Among their responsibilities and tasks, the marketing analytics team had set out to build marketing analytics infrastructure for the global marketing team at Intel, develop integrated campaign analytics, and execute advanced analytics projects.
The marketing analytics group worked to find opportunities where advanced analytics could deliver significant incremental value, or in this case, cost savings for Intel and its marketing dollars. The digital marketing team had recently partnered with Oracle Data Cloud to leverage third-party data and apply new techniques and enhanced marketing to Intel’s campaigns.
The first project involved using Oracle Data Cloud’s third-party data to extend and expand Intel’s already existing consumer segmentation model. Intel has a program where it surveys people around the world to build a consumer segment model for attitudes toward technology. Doing this provides Intel with a great understanding of how the consumer market is shaping in terms of how buyers are using Intel technology, what their attitudes are, and how much they’re using the technology in various form factors — smartphones, tablets, PCs, desktops, laptops, etc.
The challenge Intel faced with this approach is in knowing whether or not the company was reaching the right target segments with its marketing message. How did they know they’re reaching the right people? In order to solve this problem, Intel worked with the Oracle Data Cloud and a third-party data modeling vendor to build a predictive analytics model. Using cookie matching and a few thousand people in each of the target segments, Intel was able to develop predictive models using third-party data that’s available in Oracle’s Data Cloud to generate Look-a-Like Models — large-scale audiences built off of an ideal “seed” audience.
In many ways, this was breaking new ground. Intel, Oracle Data Cloud, and the third-party vendor had never done this type of data matching and predictive modeling before. “We did a lot of work on the back end with the Oracle Data Cloud data engineers, as well as our survey vendor to be able to do the cookie-matching as well making the connection between the survey cookies to build the predictive model in Oracle Data Cloud with our predictive analytics vendor,” says Polanco.
This approach has laid the groundwork for future marketers to use these types of predictive models in future campaigns, and Intel plans to continue to integrate them into its media plans.
Mr. Polanco believes that this type of predictive modeling based on internal data and third-party data will continue to yield additional return on investment. In addition, due to this project, the media team has built in a percentage of its budget towards testing optimizations using this technology.
The project and company information contained in this document was obtained from multiple sources, including information supplied by Oracle, questions posed by IDC directly to Intel employees, and Intel corporate documents.