Big Data as a Service for B2B Applications

1. Big Data as a Service for B2B Applications Mike Sabin, EVP & GM, Global Alliances & Partnerships, Dun & Bradstreet Niraj Deo, Sr. Director, Product Management, Oracle Data Cloud Moderator: Omar Tawakol, GVP & GM, Oracle Data Cloud

2. Oracle Data as a Service for Business - Defined A data licensing model where data is provided through a cloud service For business applications and business users in marketing, sales, services, etc. Data offerings include both anonymous and known profiles for smarter B2B and B2C business action Pricing and offering tailored for cross-enterprise usage and adoption Oracle Confidential – internal

3. Oracle Data as a Service for Business Data Informing Smarter Action Everywhere Data as a Service for Business Software as a Service Data as a Service for Sales (NEW) Data as a Service for Marketing Data as a Service for Social Platform as a Service Infrastructure as a Service • Most Scale and Variety • Data Portability and Connectivity • Speed to Data Adoption and ROI • Transparent and Trusted Oracle Confidential – Internal/Restricted/Highly Restricted

4. Oracle Data as a Service for Sales Data Ingestion/ Compliance Value Extraction/Aggregation Cross Functional Activation Companies IMPORT NEW Contacts Sales Cloud Social Identities Marketing Cloud Hierarchies ENRICH EXISTING Data Feeds Competitors Oracle Data as a Service BI Cloud Social Cloud Service Cloud HCM Cloud

5. A data-driven business… What does it look like? Questions… Data Needs… • Company profile info • Job functions • Name, email, etc. • Anonymous targeting data • How do I qualify and prospect at scale? Marketing • Business data • Linked social handles • Competitive relationships • Company hierarchies • What company should I target? • Who should I be talking to? Sales • Commercial Reference Data • Aggregated and Individualized insights • Results and content from listening to Social Media • How do I bring in social data and insights into my BI tools? BI/SRM

6. Oracle Sales Cloud Use Cases Data Stewards Database enrichment, cleansing, validation Sales Representatives New account qualification, new contacts Import new B2B Contacts/Leads of Matched Accounts Create new Accounts or Match existing accounts against millions D&B companies Data as a Service for Business Interface Adding new contacts within Oracle Sales Cloud Oracle Confidential – Internal

7. Panel Discussion Mike Sabin EVP & GM, Global Alliances & Partnerships, Dun & Bradstreet Niraj Deo Sr. Director, Product Management, Oracle Data Cloud Omar Tawakol GVP & GM, Oracle Data Cloud Oracle Confidential – Internal

8. <Internal> Q&A • To Mike: Let’s start by setting some context, Mike, can you share some of the pain points and challenges you see in the market today as it relates to access data for B2B businesses? • To Niraj: Niraj, so you have been intimately involved with the partnership between Oracle and Dun & Bradstreet, how is this new offering unique in solving some of the challenges that Mike just covered? • To Mike, then Niraj: So both of you have emphasized the importance of being enterprise…can you both expand on why you think this is a distinction and maybe share some use cases for how organizations may be using B2B data outside of sales? • To Mike: Data quality is critical to driving ROI for your customers, what is D&B’s approach to completeness/accuracy of data? (Anchor privacy and permission question and share tactics used to maintain data quality) • To Mike: Dun & Bradstreet has been in the data business for a long time. What are some trends that you are seeing in terms of data usage, or types of data that appeals to your buyers? (Showcasing D&B data sets, hidden insights) • To Niraj: Niraj, reference data as a raw asset plays a very important role in qualification and prospecting, but how do you see reference data evolving to become an even more unique asset? • To Mike: (for fun) Gartner predicts that by 2017, marketers will spend more on technology than IT – do you have any insight into which role or function is in higher demand? Oracle Confidential – Internal

9. Evolution of Reference Data to Drive Business Advantage RAW AGGREGATED DERIVED Custom Contextual Insights e.g. about my product/account 4 Reference Data Insights e.g. # of followers, groups 3 Social Reference Data e.g. @ORCL, @jon, LNKD/jondoe 2 Basic ReferenceData e.g. email, DUNS# 1 STATIC DYNAMIC Insight Characteristic Unique Customer Intelligence

10. Accessing Data Today… Customer Service Application What does this look like for the customer? Customer Service Reps Marketing application 1 Mostly CSV, FTP based data pickup Data Standardization, normalization.. 2 Marketing users MDM, CDM, BI.. Curated Data Sources Curated Reference Data Sales application De-duping, matching etc. CRM Users Master Insights 3 Raw Data Collectors & Router Big Dataprocessing & content analytics 4 Social/web Data Sources CuratedInsights Transaction Data DATA PROVIDER ENGAGEMENTS -- DATA FLOW AND STAGING -- CONTENT PROCESSING -- MATCHING AND LINKAGES -- INTEGRATION, MAPPING -- SYNC AND UPDATES-- INLINE DELIVERY INTO APPS Reference Data that’s mostly static and needs to be accurate Insights thatare mostly dynamic and needs to be contextual 1 2 3 4

11. Accessing Data Today… Customer Service Application What does this look like for the customer? Customer Service Reps Marketing application 1 Mostly CSV, FTP based data pickup Data Standardization, normalization.. 2 Marketing users MDM, CDM, BI.. Curated Data Sources Curated Reference Data Data and Insights delivered ‘as a service’ Sales application De-duping, matching etc. CRM Users Master Insights 3 Raw Data Collectors & Router Big Dataprocessing & content analytics 4 Social/web Data Sources CuratedInsights Transaction Data DATA PROVIDER ENGAGEMENTS -- DATA FLOW AND STAGING -- CONTENT PROCESSING -- MATCHING AND LINKAGES -- INTEGRATION, MAPPING -- SYNC AND UPDATES-- INLINE DELIVERY INTO APPS