News and Innovation from Oracle JAPAC

Clean Data before Clever Data

What good is all your data if it can’t be trusted? As marketers start to embrace new technologies, further work is needed to ensure data is accurate and reliable to ensure customer trust and reduce risk.

Today’s marketing opportunities are unprecedented.

The cloud is driving the move to AI, where data is collected and analysed to better understand customer needs. However, if the data is inaccurate it really can’t be trusted, putting both the organisation and customer at serious risk. Oracle predicts all next generation applications will be AI driven by 2025, including chatbots, which are seen as one of marketing’s big technology wins.

Chat about chatbots

Chatbots approach the sweetest of marketing’s sweet spots. They meet the needs of customers who expect instant engagement, response and understanding – all without a human in sight. Given the fact that chatbot deployment can see falls in human-intensive contacts of up to 70%, it’s no surprise that Gartner predicts 25% of all customer service operations will integrate chatbots, and customers will manage 85% of their brand interaction without human intervention, by 2020.

Sweet indeed – but there’s a sour note too.

Whilst people increasingly value chatbots, better understanding is seen as the No 1 area for improvement. And customers will only adopt if the tech works – 73% of respondents to a US survey said one bad experience would see them walk. Which brings us back to where we started – data security, and by extension, data accuracy.

Data security is trust

The cloud provides infinite possibilities for Marketers to improve CX, open new revenue streams and rapidly deploy creativity at scale. To realise them, any cloud solution must support your business journey – a solution that is comprehensive, open, evolving, integrated – and secure.

And remember, the cloud technology toy box will only ever be opened if customers trust what they find inside.

Now is the time for Marketing to take responsibility – and seize the power of the cloud.

See how our recent report demonstrates that and much more. 

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