Podcast: Consulting The Oracle

AdExchanger Talks is a podcast focused on data-driven marketing. Subscribe here. This episode of AdExchanger Talks is supported by StackAdapt.

Among the “Big Three” marketing clouds – Oracle, Adobe and Salesforce – Oracle has been the most active on mergers. The list of its acquisitions is long: Eloqua, Responsys, Maxymiser, BlueKai, Datalogix, Moat, Grapeshot, Crosswise, AddThis. These are divided into two separate holdings: Oracle Marketing Cloud and Oracle Data Cloud.

Today on the podcast we hear from Dave Helmreich, group VP of Oracle Marketing Cloud (OMC). Helmreich notes that each marketing cloud has its own unique strengths: Adobe is the creative giant, while Salesforce rules the customer record.

And Oracle? It’s the data expert, of course.

“We’ve spent 40 years focused on customer data management,” he says. “It’s in our DNA. There isn’t a larger company in the world that has spent more effort, money, time and energy on managing customer data globally.”

In this episode he describes how OMC aims to capitalize on that legacy as client organizations embrace greater accountability.

“Long gone are the wildly creative CMOs that are only focused on massive branding conversations. It’s a rare exception where a marketer isn’t focused on return on spend, gross revenue, customer lifetime value,” he says. “And that change … absolutely aligns us with where marketers are going.”

Also in this episode: behind the scenes at Oracle, the rise of CDPs, consolidation in marketing tech.

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