All jokes aside, Akeroyd did not mince words about competitors’ perceived strengths at the Oracle Marketing Cloud Interact 2014 event in San Francisco.
“It’s not just web analytics and it’s not going to come from cutting a list from a data warehouse,” he said. “It’s certainly not sales force automation.” Akeroyd’s statement was simple: Oracle will supply your marketing, media, audience-based and customer data needs.
It’s a bold statement, considering Akeroyd acknowledged in an interview earlier that day that “two years ago, when you picked up the phone and said, ‘I’m going to go get me some Marketing Cloud,' Oracle was not necessarily the name that would come to mind.”
Oracle’s top inhibitor, Akeroyd said, are perceptions around Oracle’s level of openness. “People give us credit for acquiring best-of-breed brands, but they’re not so sure what Oracle will do with them,” he explained. “Which is why we’re trying to overcome that perception.”
Oracle has busily integrated the many marketing systems and technologies it acquired in the last year, including data-services company and data-management platform BlueKai, content-marketing company Compendium and cross-channel campaign tool Responsys.
One key area of integration for the Oracle Marketing Cloud is mobile, particularly Push IO, an enterprise mobile services and push notification provider Oracle acquired through its Responsys buy.
“It’s a channel and another data point where the marketer can send tailored messages in-app,” Akeroyd explained. “If I stitch BlueKai into that, it will tell the marketer Kevin doesn’t open emails anymore, but is consistently on mobile. The more you tie in, the more value there is to the consumer.”
Akeroyd separately spoke with reporters and answered a few questions for AdExchanger.