Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Big Data as a Service for B2B Applications 1 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

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – internal2 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 Oracle Data as a Service for Business - Defined Pricing and offering tailored for cross-enterprise usage and adoption

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |Oracle Confidential – Internal/Restricted/Highly Restricted3 Data Informing Smarter Action Everywhere Oracle Data as a Service for Business Data as a Service for Business Platform as a Service Infrastructure as a Service Software as a Service Data as a Service for Sales (NEW) Data as a Service for Marketing Data as a Service for Social  Most Scale and Variety  Data Portability and Connectivity  Speed to Data Adoption and ROI  Transparent and Trusted

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Data as a Service for Sales IMPORT NEW ENRICH EXISTING BI Cloud Service Cloud Data Ingestion/ Compliance Value Extraction/AggregationCross Functional Activation Social Cloud HCM Cloud Data Feeds Oracle Data as a Service Sales Cloud Marketing Cloud Companies Contacts Social Identities Hierarchies Competitors

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | A data-driven business… What does it look like? Questions… How do I qualify and prospect at scale? Marketing BI/SRM Sales What company should I target? Who should I be talking to? Company profile info Job functions Name, , etc. Anonymous targeting data Business data Linked social handles Competitive relationships Company hierarchies Data Needs… How do I bring in social data and insights into my BI tools? Commercial Reference Data Aggregated and Individualized insights Results and content from listening to Social Media

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle Sales Cloud Use Cases Data Stewards Database enrichment, cleansing, validation Oracle Confidential – Internal6 Data as a Service for Business InterfaceAdding new contacts within Oracle Sales Cloud Import new B2B Contacts/Leads of Matched Accounts Sales Representatives New account qualification, new contacts Create new Accounts or Match existing accounts against millions D&B companies

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Panel Discussion Oracle Confidential – Internal 7 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

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 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 – Internal8

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Evolution of Reference Data to Drive Business Advantage Basic Reference Data e.g. , DUNS# Custom Contextual Insights e.g. about my product/account 1 RAWAGGREGATEDDERIVED STATIC Insight Characteristic DYNAMIC Unique Customer Intelligence Social Reference LNKD/jondoe 2 Reference Data Insights e.g. # of followers, groups 3 4

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | What does this look like for the customer? Accessing Data Today… Mostly CSV, FTP based data pickup MDM, CDM, BI.. Data Standardization, normalization.. De-duping, matching etc. Sales application CRM Users DATA PROVIDER ENGAGEMENTS -- DATA FLOW AND STAGING -- CONTENT PROCESSING -- MATCHING AND LINKAGES -- INTEGRATION, MAPPING -- SYNC AND UPDATES -- INLINE DELIVERY INTO APPS Customer Service Application Marketing application Marketing users Customer Service Reps Curated Data Sources Social/web Data Sources Curated Reference Data Raw Data Collectors & Router Raw Data Collectors & Router Big Data processing & content analytics Curated Insights Master Insights Transaction Data 12 Reference Data that’s mostly static and needs to be accurate 34 Insights that are mostly dynamic and needs to be contextual

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | What does this look like for the customer? Accessing Data Today… Mostly CSV, FTP based data pickup MDM, CDM, BI.. Data Standardization, normalization.. De-duping, matching etc. Sales application CRM Users DATA PROVIDER ENGAGEMENTS -- DATA FLOW AND STAGING -- CONTENT PROCESSING -- MATCHING AND LINKAGES -- INTEGRATION, MAPPING -- SYNC AND UPDATES -- INLINE DELIVERY INTO APPS Customer Service Application Marketing application Marketing users Customer Service Reps Curated Data Sources Social/web Data Sources Curated Reference Data Raw Data Collectors & Router Raw Data Collectors & Router Big Data processing & content analytics Curated Insights Master Insights Transaction Data Data and Insights delivered ‘as a service’