UPDATED 15:32 EDT / APRIL 28 2017

CLOUD

Authentic ads? The balancing act between technology and action

For the past 10 years, Oracle Corp. has honored companies with The Markies — awards given for excellence in marketing and customer service by using Oracle Marketing Cloud solutions — during the Oracle Modern Marketing Experience. This year however, there has been a shift in the requirements for the awards that better reflects the changing marketing industry, according to Adrian Chang (pictured), director of customer marketing programs, Oracle Marketing Cloud, at Oracle.

This year’s Markies were presented to organizations that used a balanced approach, balancing brand with action, as well as delivery of intent.

“The customers’ preferences [and] their activities are fluid,” said Chang. “Great marketing requires you to use a series of channels to reach them everywhere, so we have to balance out a bit of the usage of the product and the technology and embracing the new strategies and what’s current within the marketplace.”

Chang joined John Furrier (@furrier) and Peter Burris (@plburris), co-hosts of theCUBE, SiliconANGLE’s mobile live-streaming studio, during the OMME event in Las Vegas, Nevada. He spoke about this week’s Markie awards, as well as how Oracle’s customer base is beginning to embrace augmented intelligence and predictive analytics. (Disclosure below.)

Customers are beginning to warm up to AI

One of the core technologies Oracle is bringing to its cloud product is the use of AI and predictive analytics. While there are some Oracle customers who want to make use of this technology as soon as possible, there are other customers who have adopted a more measured approach. Chang explained.

That said, one of the key points Oracle tries to make with its customer is that they can’t jump on the bandwagon right away; they must have great data from the beginning, otherwise those “smart” technologies won’t help the business. And that is another area Oracle is helping its customers with.

“We have a subset of our most mature, most excited, who are starting to put those data plots together and start getting more predictive and allow the machine to do the work for you,” explained Chang. “But in order for you to even think about it, you’ve you’ve got to fill the cup with great data.”

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

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