As Oracle exits the advertising space, we understand that this may present a challenge. Experian is here to support you with a seamless transition in your audience targeting. As one of Oracle’s primary data providers that powered their audiences, we’ve mapped Oracle audiences to Experian audiences, helping you to switch your audience targeting with no impact on your campaign’s performance.
In this blog post, we highlight four audience categories that we know marketers are actively seeking to replace and target: auto, restaurants, lifestyle and interests, and demographics.
Experian’s approach to best-in-class audience targeting
- 2,400+ syndicated audiences powered by marketing data ranked #1 in accuracy by Truthset offers advertisers the ability to reach people based on demographic, geographic, and behavioral attributes
- Our audiences span 15 data categories including demographics, auto, retail purchases, lifestyles and interests, financial, and travel
- Audiences are available on-the-shelf on 30+ major ad platforms, including TV, social, and programmatic, or distribute them to 200+ media platforms
Experian’s audience solutions are rooted in offline, deterministic data — like name, address, phone number, and email — that rarely changes. Our deep understanding of people in the offline and digital worlds provides marketers a persistent linkage of known offline data and digital identifiers, which means you get accurate and consistent audience targeting across all channels.
Auto, Cars, and Trucks
As the premier auto partner contributing to Oracle auto segments, Experian can help you reach and target consumers based on their known and predictive auto shopping behaviors. Experian’s auto audiences are built utilizing insight from our North American Vehicle Database℠ and other data attributes from Experian Marketing Data to provide highly accurate audiences for digital and TV advertising.
Unlike some of our competitors who are also positioning themselves as a replacement audience provider, Experian owns all our Vehicle, Consumer, and summarized Credit data under one umbrella and refreshes our audiences every 30 days. This ensures tighter audience composition, superior data hygiene, and best in-class data fidelity, which means you get to target the most accurate audiences. With over 750 syndicated audiences segmented by make, model, price, vehicle age, fuel type, and more, our data is accessible through Experian’s distribution power across all platforms — digital, TV, programmatic, and social — allowing activation wherever our partners need it.
Here are the 10 most popular Experian audiences that align with Oracle’s auto audiences:
| Audience by Oracle | Experian audience |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers | Autos, Cars and Trucks > In Market-Body Styles > SUV and CUV |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > Trucks > Mid-Size Pickup Trucks | Autos, Cars and Trucks > In Market-Body Styles > Mid-Size Truck |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > Trucks > Full-Size Pickup Trucks | Autos, Cars and Trucks > In Market-Body Styles > Full-Size Trucks |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers > SUVs > Small to Mid-Size SUV | Autos, Cars and Trucks > In Market-Body Styles > Small Mid-Size SUV |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers > SUVs | Autos, Cars and Trucks > In Market-Body Styles > SUV |
| Audiences by Oracle > Financial Services > Insurance > In-Market > Auto Insurance | Lifestyle and Interests (Affinity) > In-Market > Auto Insurance |
| Audiences by Oracle > Auto, Cars and Trucks > Merchant Category Audiences > Auto Insurance High Spenders | Retail Shoppers: Purchase Based > Automotive (Cars & Trucks) > Auto Insurance: High Spenders |
| Oracle BlueKai > In-Market > Auto, Cars and Trucks > Condition > Used Cars > More than 5 years old | Autos, Cars and Trucks > In Market-New/Used > Used car 6+ years |
| Audiences by Oracle > Auto, Cars and Trucks > In-Market > Condition > Used > Less than 5 years old | Autos, Cars and Trucks > In Market-New/Used > Used car 0-5 years |
| Oracle BlueKai > In-Market > Auto, Cars and Trucks > Classes > Cars > Compact and Sub-Compact Cars | Autos, Cars and Trucks > In Market-Body Styles > Compact or Subcompact Cars |
Lifestyle and Interests
Experian’s Lifestyle and Interests data helps you reach and target consumers based on their predicted lifestyle and behavioral characteristics with data sourced from consumer surveys, research panels, and online behaviors, enabling more personalized and impactful marketing strategies.
Here are five of the most popular Experian audiences that align with Oracle’s lifestyle and interest audiences:
| Audience by Oracle | Experian audience |
| Audiences by Oracle > Hobbies and Interests (Affinity) > Pets > Dogs | Lifestyle and Interests (Affinity) > Pets > Dog Owners |
| Audiences by Oracle > Hobbies and Interests (Affinity) > Pets > Cats | Lifestyle and Interests (Affinity) > Pets > Cat Owners |
| Audiences by Oracle > Hobbies and Interests (Affinity) > Health and Fitness > Exercise | Lifestyle and Interests (Affinity) > Health & Fitness > Fitness Enthusiast |
| Oracle DLX (Datalogix) > DLX Finance > Investors | Lifestyle and Interests (Affinity) > Investors > Active Investor |
| Audiences by Oracle > Lifestyles > Merchant Category Audiences > Sports Lovers | Lifestyle and Interests (Affinity) > Sports and Recreation > Sports Enthusiast |
Demographics
Experian’s demographic data allows marketers to tap into the accurate data from Experian Marketing Data to refine audiences to meet a brand’s target persona. Our demographic audiences deliver insight into age, gender, income, and household attributes such as home ownership, presence of children in the household, and length of residence.
Based on customer feedback, we have expanded our range of age-based audience segments. These new segments cover various adult age groups and gender distinctions (e.g., Adult Females 18-39, Adult Males 35-54).
Here are seven of the most popular Experian audiences that align with Oracle’s demographic audiences:
| Audience by Oracle | Experian audience |
| Audiences by Oracle > Demographics > Validated Demographics > Household Income > HHI: $100,000+ | Demographics > Household Income (HHI) > $100,000+ |
| Audiences by Oracle > Real Estate and Home Property Services > Real Estate Attributes > Ownership > Home Owners | Demographics > Homeowners/Renters > Homeowner |
| Audiences by Oracle > Demographics > Age Groups > Adults 25-54 | Demographics > Ages > 25-54 |
| Audiences by Oracle > Demographics > Gender > Females | Demographics > Gender > Female |
| Audiences by Oracle > Demographics > Validated Demographics > Age Groups > Adults 25-54 > Females 25-54 | Demographics > Ages > Female 25-54 |
| Audiences by Oracle > Demographics > Age Broad > Ages 40-49 | Demographics > Ages > 40-49 |
| Audiences by Oracle > Demographics > Validated Demographics > Age Broad > Ages 65+ | Demographics > Ages > 65+ |
Quick Service Restaurants (QSR)
Here are six of the most popular Experian audiences that align with Oracle’s QSR audiences:
| Audience by Oracle | Experian audience |
| Audiences by Oracle > Restaurants > Merchant Category Audiences > In Store QSR Fast Food Frequent Spenders | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR QSR Frequent Spenders |
| Audiences by Oracle > Restaurants > Merchant Category Audiences > QSR Chicken Frequent Spenders | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent Spenders |
| Audiences by Oracle > Restaurants > Merchant Category Audiences > QSR Burgers Frequent Spenders | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Burger Frequent Spenders |
| Audiences by Oracle > Restaurants > Cuisine Type > Sandwiches | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Subs and Sandwich Frequent Spenders |
| Audiences by Oracle > Restaurants > Dining Type > Casual Dining | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Casual Dining Frequent Spenders |
| Audiences by Oracle > Restaurants > Dining Type > Coffee Shops and Cafes | Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Coffee Frequent Spenders |
Switch from Oracle to Experian audiences with ease
Experian is here to make it easy for advertisers and agencies to find the right audience solutions after Oracle’s exit. By partnering with us, you work with a single data provider that offers access to a diverse range of audiences across multiple categories, including political and holiday shopping. Our audiences are available for activation on the leading demand, supply, social, and TV platforms.
Reach out to your account representative or our audience team for information about our comprehensive audience mapping and finding the right audiences for your campaigns.
Download our audience lookbook to discover more about Experian’s audiences.
Latest posts
The home stretch for the holidays is nearing as second wind for retailers is just starting as Experian Marketing Services analyzes the post-Christmas retail trend. Christmas Day 2012 saw a 27% increase in online traffic to the top 500 retail sites compared to 2011. The top retail sites received more than 115.5 million total U.S. visits. To date the holiday online traffic for the past 7 weeks to retail sites are up 10% for 2012 vs. 2011. Each retail holiday milestone day saw online traffic increases so far this season. Amazon remained the top visited site among retailers for this past week ending Dec. 22, 2012 and was also the top visited site on Christmas Day. Walmart, Target, BestBuy and Macy’s round out the top 5 most visited sites. The chart below includes the top 10 results: As tablets dominated our weekly top product search lists all holiday season it wasn’t surprising to see that the Apple iTunes site visits increased 193% and Apple.com visits increased 155% on Christmas Day 2012 vs. Christmas Eve 2012. The top product search terms sending traffic to the Apple.com site were iPod Nano, iPad Mini and iPad 4. Amazon.com visits increased 24% on Christmas Day 2012 vs. Christmas Eve 2012 as the top product search terms sending traffic to their site were Amazon Kindle, Kindle Fire and Kindle Also seeing growth were gift card searches as the year-over-year total search volume for "gift card" variations increased 6.1% this year compared to 2011. The big spike in searches happened last week (as online shoppers passed shipping deadlines). Below are the top 10 gift card searches for last week. We will continue to publish retail site data and insights through this holiday season. Please leave us a comment below if you have any specific questions along the way. UPDATE: The top 500 retail sites received more than 129 million total US visits on Dec. 26th, an increase of 1% compared to 2011 and 12% compared to Christmas Day 2012. Amazon was the top site followed by Walmart, Target, BestBuy and Macy’s. JCPenney, QVC and The Home Depot all moved into the top 10 on the day after Christmas. Learn more about the author, Matt Tatham
Hi, Dana here with an update on my holiday shopping post from before Thanksgiving. Like I thought, I was able to get most of my shopping done that Black Friday weekend. It was all pretty fast and easy, but I did have one not so great experience too. My sister knew I was going to get something for my niece, so when she got an email from Toy World that everything would be 50% off on Black Friday she forwarded it to me to let me know. I was thrilled. I had done some searching for good toys this year and had some ideas. While I normally would shop online, the Toy World coupon said the 50% off was in-store only so I braved the crowds for a good deal. Unfortunately, when I got there I learned that the email was wrong – only select items were 50% off and others were buy one, get one 50% off. I was pretty upset because the hottest toys were the ones excluded from the deal. I came all that way based on the email. I wound up getting a gift, but I could have saved myself the hassle and long lines, especially since I didn’t get a deal that was different from any other day. That was a rough start to the shopping weekend, but, no worries, things improved. I have to tell you about my best shopping experience – I’ve been telling everyone! This year I used Pinterest to see what my mom has had her eye on lately. One of her pins is a food processor and I think that’s a perfect gift for her. I’m a card holder and reward member at Aaron’s department store and I know they carry some really nice kitchen appliances. They also happened to send me great Cyber Monday coupons in the mail – it was perfect timing. I went online on Cyber Monday, used the promo codes from the coupons and not only got great deals, but got free shipping too! How easy was that?! They also sent me shipping notifications so I knew exactly when to expect the package. I am really happy that I got something great for everyone on my list and now have time to enjoy the rest of 2012. I hope you enjoy it too! XOXO, Dana Editor’s note: You can tell that Aaron’s knows Dana. They used their direct mail piece to send her online offers because they know that’s her preferred purchase method. They’ve won her over once again and created a brand advocate. Learn where your company stands in your marketing efforts today, and how you can help move efforts forward to ensure your customers have good experiences like Dana had with Aaron’s, and avoid bad ones like her trip to Toy World.
With the busy holiday marketing season in full swing, Experian Marketing Services has released its online retail round-up for the week ending December 8. The online traffic to the top 500 retail sites increased 5% for the period of December 2 – 8, compared to the same week in 2011. Additionally, Amazon remained the top visited site among retailers, followed by Walmart and Target. The chart below includes the top 10 results: Experian Marketing Services also tracks top product searches. Listed below are the top 5 product searches for the week ending December 8: Uggs iPad mini iPad Beats by dre Ipod touch We will continue to publish weekly retail site data and insights through this holiday season. Please leave us a comment below if you have any specific questions along the way. Learn more about the author, Matt Tatham