CUSTOMER SUCCESS STORY AUDIENCE TARGETING Ranker Combines 1st and 3rd Party Data to Help Clients Increase Scale and Lower Cost Per Conversion ABOUT RANKER Ranker is the world’s largest crowdsourced opinion platform and currently is a top 150 site with 20+ million unique visitors monthly. They collect millions of data points each month about discrete consumer opinions on various topics. Opinions include not only what is the “best” across multiple DaaS for Marketing helps Ranker by enabling their clients to generate more engagement and maintain high click through and conversion rates, while reaching 4-7x more prospective customers. domains, but what is “overrated”, “worst”, or “coolest” etc. They host the web’s only crowdsourced answers to questions like “what is the best Doritos flavor?”, “what is the best TV show to binge watch?”, and “what is the world’s best bicycle brand?”. Ranker compiles this data into a unique “opinion graph”, which has grown to more than 50,000 nodes and 25 million edges. Because they collect structured data and their opinion graph relationships are specific, incorporating both positive and negative sentiment, there are low levels of error in their models. This means that Ranker’s data has consistently outperformed similar graph data in finding high affinity audiences that perform better for marketers. CHALLENGES Advertisers are consistently challenged in achieving both performance and scale in campaigns, especially for properties in entertainment that have defined audiences. For example, marketers can market Led Zeppelin albums to Led Zeppelin fans, but how does one expand that audience and create scale without sacrificing the performance that comes from niche audience targeting? Ranker solves this problem by leveraging the data generated by millions of Ranker users to enable the discovery of new audiences that can bring new people into their marketing funnel who may not have explicitly expressed interest, but who are psychographically similar to existing fans and more likely to be persuaded. However, some Ranker clients want to refine this data, further segmenting these relationships to be specific to pre-defined audiences. STRATEGY Ranker augmented their existing data using Data as a Service for Marketing from the Oracle Data CONNECT WITH US blogs.oracle.com/daas Cloud. By accessing the world’s largest Audience Data Marketplace and combining it with their own collection of 1st party data from their opinion graph, Ranker is able to extend the client’s reach into highly relevant audiences as defined by the confluence of both data sets. Access to Oracle’s data on- @OracleDataCloud demand means that when a client wants to filter suggested audiences with higher precision, Ranker cloud.oracle.com/ daas-marketing can layer in that data quickly, without having to setup new infrastructure or business relationships. For example, when 120 Sports wanted to know specifically about the sports opinions of millennial cord cutters, Ranker was able to layer in that data into their analyses on-demand. BENEFITS DaaS for Marketing helps Ranker by enabling their clients to generate more engagement and maintain high click through and conversion rates, while reaching 4-7x more prospective customers. Visit cloud.oracle.com/daas-marketing to learn more or follow the data cloud conversation at blogs.oracle.com/daas. Copyright © 2015 Oracle and/or its affiliates. All rights reserved.
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