The modern world is not one where a marketing message can be sent down a single pipe. Today’s customer relies on multiple sources for their information: the web, email and social media, among others. To earn that customer, a company must meet them on the many channels they use, and the message has to be consistent across those channels. The only way to do this is to orchestrate disparate marketing efforts.

To shed some light on this new reality in the world of marketing, John Furrier (@furrier) and Jeff Frick (@JeffFrick), cohosts of theCUBE, from the SiliconANGLE Media team, spoke to Tim Brown, group VP of product development at Oracle Marketing Cloud, during the Oracle Modern Marketing Experience convention.

An integrated experience

The world of marketing, Brown said, is moving from point solutions to coordinated marketing campaigns, cross-channel, based on customer data. The platform Oracle Marketing Cloud uses, he continued, depends on the quality of data about the customer. Also, he said, to create a fulfilling customer experience, a company can’t rely on one channel. As well, the experience delivered must be consistent.

To create that customer experience, he said, the company looks at the customer profile and the context they’re in. The business then orchestrates their marketing to be sure the message matches across channels.

Best practices

People have been talking about personalization for years, Brown said, but doing it in the real world is hard. Oddly, too much data makes it even more difficult. This must be done at speed, and data processing takes time. Oracle’s system, he said, finds the handful of key attributes in the data that help work out what the customer wants when they engage.

With a few attributes, he said, the business can accurately predict a customer’s needs. The ultimate test is a system that, to the customer, feels like it understands them and is making decisions to help them.

Watch the full interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Oracle Modern Marketing Experience. And make sure to weigh in during theCUBE’s live coverage at the event by joining in on CrowdChat.

Photo by SiliconANGLE