Summit US Case Studies EverString Case Study

How Oracle Uses Fit and Intent Data: A Marketer's Guide to a Practical Application of FIRE

Sponsor Name: EverString

Speaker: Tom Kelly, Director of Digital Marketing, Oracle

In this session you'll learn how Tom Kelly, Director of Digital Marketing at Oracle, and his team have operationalized FIRE to create one of the most sophisticated and data-driven ABM practices in North America. With the FIRE methodology, Oracle refined Account Based Marketing by applying Fit, Intent, Recency and Engagement data (FIRE) to digital tactics; driving more efficient targeting, user actions and qualified leads.