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
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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.
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