Leveraging Oracle Data Cloud Audiences for Amazon Advertising
This session, originally presented by C-4 Analytics and Oracle Data Cloud on the Digital Dealer platform, introduces the massive opportunity presented by Amazon Advertising for automotive dealerships. Just as Facebook and Google became dominant platforms, Amazon is poised to be the next major player.
The biggest challenge in digital marketing is avoiding the "spray and pray" method of demographic targeting. The solution lies in using data to identify and reach the in-market shopper with surgical precision.
The Power of Audience Planning
The key to efficiency is moving from media planning to audience planning. Instead of targeting broad demographics, you target specific households based on purchase intent.
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The Old Road (Inefficient): Targeting based on demographics (e.g., women 18-49). This results in wasted spend on households that are not even looking for a vehicle.
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The New Road (Efficient): Separating audience from media. You first ask, "Who do I want to reach?" and then decide which media platform (Amazon, Facebook, etc.) is best to reach them.
Data Sources for Dealer Success
C-4 Analytics leverages the Oracle Audience Data Marketplace to combine commercial data with Polk and other sources, creating highly refined audiences specifically for dealerships:
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Model-Specific Targeting: Pinpoint households in your neighborhood that are in the market for a specific model (e.g., only those interested in an Audi A7). This is ideal for quickly moving slow-moving units or higher trim levels.
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Credit/Income Filtering (TransUnion): Overlay credit score ranges to ensure you are only spending money targeting households that can afford your vehicle (e.g., only reaching the 4th quartile for luxury sales) or, conversely, targeting credit-challenged families for specific inventory.
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Lease/Owner Data (Polk/V12): Pinpoint households whose leases are expiring soon, allowing for strong retention and conquest campaigns. This data is three times more likely to result in a new vehicle lease purchase in the next six months.
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Independent Service Interception (Visa/Mastercard): A unique fixed ops audience. By analyzing high spenders at independent service centers (Jiffy Lube, Pep Boys) using Visa/Mastercard data, you can intercept these owners and win back service business for your dealership.
The Amazon Advantage
Amazon offers significant advantages over other platforms:
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Accurate Address Data: Unlike other platforms that rely on IP addresses, Amazon uses real postal addresses, ensuring you are targeting a verified household in your area.
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High-Value Audience: Amazon reaches 80% of households with income over $100,000, making it a target-rich environment.
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Connected TV (CTV): Amazon's owned properties (Fire TV, Amazon Prime Video) enable smart delivery of highly targeted video ads (over-the-top/cord-cutting) at a lower cost than traditional TV buys.
The combination of refined Oracle audience data and Amazon's delivery platform allows dealerships to reduce cost-per-acquired-customer and strategically reallocate inefficient traditional media spend.
Watch the Full Webinar
For a deeper dive into these topics and to hear directly from Rob Stoesser and Chris Marshall, watch the full webinar below.