A prophetic conversation happened a year ago at last year’s Oracle Modern Marketing Experience event, when theCUBE co-host John Furrier (@furrier) and Ron Corbisier (pictured), chief executive officer at Relationship One, examined the economic impact of data. Rapid access to seemingly boundless stores of digital information is the focus of the marketing industry right now, and it will be that way for some time to come, according to Corbisier. The trend is changing the way organizations gather and interpret data for the advertising world.

“Data is going to be the underlying conversation for the next few years,” said Corbisier. “And all of that is being fueled by the mass quantities of data that we have as sales and marketing folks out there to leverage.”

Corbisier spoke with Furrier and Peter Burris (@plburris), co-hosts of theCUBE, SiliconANGLE’s mobile live-streaming studio, during this week’s OMME event in Las Vegas, Nevada. He discussed how having massive quantities of data is greatly helping the marketing industry, as well as how important it is for companies to understand their data before they start using it. (Disclosure below.)

The holistic approach to data

How an organization leverages the data isn’t simple. There must be horizontal scalability with whatever compute power is available in order to reduce the query times involved, Corbisier explained. Additionally, a company should work to have access to other sources of data other than their own and be able to know the effective lifecycle of that data.

Companies like Oracle Corp. make this vertical scalability possible by hosting not only an individual company’s data in their ecosystem, but data from many other sources, Corbisier added. This holistic approach to data gathering, interpretation and use from beginning to end is helping many businesses improve marketing productivity.

“I think what you’re seeing even in not only Oracle but at an organizational level, people are kind of taking a more holistic view of data that they own and data that they can enrich with external information,” said Corbisier. “It all comes down to that common language of data that we all have access to.”

Watch the complete video interview below, and be sure to check out more of SiliconANGLE’s and theCUBE’s independent editorial coverage of Oracle’s Modern Marketing Experience. (*Disclosure: TheCUBE is a paid media partner at Oracle’s Modern Marketing Experience. The conference sponsor, Oracle, does not have editorial oversight of content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE