Adaptive intelligence systems offer new possibilities for data-driven marketing


Artificial intelligence is the next step in business computing. For AI to be successful, though, it needs more than just good programming. It needs data. The quality of that data determines how useful the output will be. Likewise, the distance between the data and processing limits how fast it can move, according to Steve Krause (pictured), group vice president of product management, Oracle Marketing Cloud, at Oracle Corp.

“There’s a heritage at Oracle for building these real-time decisioning systems,” Krause said about the company’s new efforts with AI and data quality.

Krause spoke to John Furrier (@furrier) and Peter Burris (@plburris), co-hosts of theCUBE, SiliconANGLE’s mobile live-streaming studio, during the Oracle Modern Marketing Experience event in Las Vegas, Nevada. (* Disclosure below.)

Smart data, adaptive intelligence

Oracle’s advantage in the intelligence field lies in their collection of data, Krause said. Not only do many of the world’s databases run on Oracle technology, but the company itself has curated a deep well of information. Its Adaptive Intelligence Apps can draw on that well to run better. Using that data, these systems can adapt in real time, updating themselves to improve their models.

Having this data at hand gives Oracle another benefit in it doesn’t need to send data all over the place to get the work done, Krause explained. Using its cloud technology, Oracle services can process the data where it lives, or close to, saving those long milliseconds of travel time. “Agility matters; having the data where you already need it is great,” Krause said.

Running through the cloud means Oracle can offer services to its customers. For marketing, Oracle believes in what it calls orchestration, the practice of being able to reach a customer wherever that customer might be, Krause stated. Orchestration systems that allow plug-in apps, even from third parties, help marketers communicate across the growing number of channels.

Counting on a data strategy means Oracle has to be sure of the data it controls. As Oracle has a unique position to collect data, so too is that different from what anyone else might have. Using this unique data allows companies to make products that stand out from what people have seen before, Krause concluded.

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