Steve Daheb, Senior Vice President, PaaS, BI, EPM Business Groups, Oracle, and Dain Hansen, Director, Product Marketing for Oracle Cloud Platform, Oracle, examined ways technology can help marketers reap the benefits of “more impactful” marketing at the 2016 CMO Lunch: Leveraging Technology to Drive More Impactful Marketing in Los Angeles on Jan. 27. In their discussions, the pair explored new technologies as well as how these technologies can help marketers overcome myriad challenges.
Daheb began the discussions by focusing on cloud, a tool that empowers marketers in a variety of ways.
For Oracle, the cloud provides quick, easy access to a wide range of information, Daheb said. As such, the cloud is exceedingly important for Oracle’s marketing team, as it enables this group to collect customer data and monitor it over an extended period of time, he said.
“It really is all about the information,” Daheb pointed out. “For us, it’s the information, it’s the creativity and [figuring out] how to pull our act together to serve our customers.”
We’re still in the information age, Daheb said. And in order to thrive in this age, organizations need to be able to monitor customer data, understand it and use it to improve their operations day after day, according to Daheb. With extensive data sets, organizations also can explore ways to transform prospects into customers consistently, Daheb noted.
“It’s about seeing the signals and taking action. It’s about seeing the data in real-time and understand what’s going on.”
Real-time data empowers marketers to make real-time changes, and ultimately, reap the benefits of real-time results, Daheb said: “It’s about seeing the signals and taking action. It’s about seeing the data in real-time and understand what’s going on.”
However, Daheb pointed out many of today’s marketers believe their current marketing efforts are unable to deliver real-time business results. The problem, Daheb said, for these marketers is content consumption. Marketers can provide content from many channels, Daheb noted, but need to understand how to leverage the customer data at their disposal to determine the effectiveness of this content.
And ultimately, today’s marketers must be able to determine how to integrate multiple technologies into their operations, Daheb said. Many platforms are available to collect and analyze customer data, he pointed out, many of which are cloud-based.
Platform-as-a-service, for example, offers a new level of cloud support because it enables organizations to pool data from multiple sources simultaneously, according to Daheb. It also allows organizations to leverage customer faster than ever before: “[Platform-as-a-service] allows us to aggregate the data in applications. This allows us to integrate and connect to different applications. … This is a level of cloud that allows us to mobilize applications that might not be mobile today.”
“It really is all about the information. For us, it’s the information, it’s the creativity and [figuring out] how to pull our act together to serve our customers.”
For Oracle, tools like platform-as-a-service ensure the company can spend more time analyzing customer data and less time assembling it, Daheb said. In fact, he added the cloud often allows businesses to automate data management, which makes it exceptionally valuable for businesses of all sizes.
Furthermore, Daheb pointed out having the ability to streamline customer data management empowers a business to deliver better customer support. And over an extended period of time, a company can leverage this data to boost its customer satisfaction levels, he said. Plus, Daheb said innovative tools like the cloud can help marketers become more productive: [The cloud’s] about improving my marketing efficiency. It’s all about driving innovation.”
In addition, improving the customer experience as well as customer retention and loyalty remains paramount for today’s businesses, Daheb said. The cloud, meanwhile, can provide a competitive advantage for companies, Daheb said, and make it easier for them to improve customer satisfaction.
Daheb noted the cloud delivers real-time insights, making it simple companies to optimize their marketing spend. Also, he said the cloud ensures businesses can make immediate improvements to their products and services based on customer feedback, enabling companies to better serve their clients.
Delivering a consistent multi-channel empowers a business to extend its reach, Daheb said. And as such, innovative cloud technologies give businesses instant access to consumers worldwide, he pointed out, making these technologies valuable options that can serve businesses well for years to come.
Today, cloud is transforming the way businesses operate, as it enables them to collect customer data, analyze it and find new ways to leverage it, Daheb said. Cloud technologies may continue to evolve, Daheb noted, and could deliver long-lasting benefits for many businesses.
“It’s about delivering a complete digital transformation from a storefront,” he said. “This is all interactive now. … [And we’re] able to pull all this data together to create this unique multi-level, secure, mobile [experience].”