Companies are bracing themselves for the tsunami of Big Data marketing tools about to hit their shores. Technology providers are hoping to make big profits peddling these new, heavily-hyped products. But one company warns that the coolest tools may leave businesses disappointed come quarterly report time.

Catherine Blackmore, GVP of customer success at Oracle Marketing Cloud, said that for Oracle, it is not enough to sell a lot of fancy Big Data tools to customers and them leave them to figure out the route to success themselves. Blackmore told John Furrier (@furrier) and Jeff Frick (@JeffFrick), cohosts of theCUBE, from the SiliconANGLE Media team, that Oracle Marketing Cloud is about working with people on their business goals as much as it’s about the suite of products it offers.

“We may be sitting on our side saying, ‘Oh gosh, they’re live, they’re using a lot of what we’ve sold them,'” Blackmore said. “However, are they getting business value? Are they willing talk about it? Would they broadcast their success? It’s through that lens that I would truly measure if a customer is successful.”

No eggs to unscramble

Blackmore said that customers need the agility and flexibility in the new marketing world, while maintaining a base layer that they can add to and transform over time. She said the definition of “modern marketer” is not yet set in stone, and we should be prepared for it to shift.

“Modern marketing will be defined differently every year,” she said.

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