This week’s guest blog is contributed by Pete Louison, Creative Director, Oracle Data Cloud.
A view to the future doesn’t get much more impressive than it was thirty-six stories above New York’s Central Park for the Oracle Data Cloud Summit. A capacity crowd of over 500 packed the Mandarin Oriental’s ballroom June 7, to hear luminaries from the data space discuss what’s new and what’s next.
The theme of the day, ‘The New Face of Data,’ brought a high fashion runway look and feel to the event. It felt like it was made to measure; data’s very much the thing of the moment in marketing today and the dividends it’s paying mean it’s never going out of style.
Oracle Data Cloud SVP Eric Roza’s first guest was an impressive choice: Julius Genachowski, Managing Director and Partner of the Carlisle Group and former Chairman of the FCC.
A man with fond memories of playing poker with law school buddy, Barack Obama, he was there in the ’08 race when digital technology was first used effectively to build an electoral ground game.
Genachowski’s tenure as FCC Chairman began in 2009 in the midst of the financial crisis. He recognized then that the web could be a key to getting the country past the crash, moving to make FCC less TV-centric and striking a better balance with digital.
Prompted by Roza to offer the venture capital POV on the data space, Genachowski was very upbeat. “Right now, the wind is at your industry’s back.”
Another great session was titled “Crossing the Chasm with Mobile” lead by Chris Scoggins, GM, Digital Strategy, Oracle Data Cloud. The crowd seemed to hang on every word. But after all, mobile ad spend is growing faster than any other category and slated to approach 64% of digital spend and 23% of all spend by 2020, according to eMarketer.
Guest John Nitti, Chief Media Officer, Verizon, voiced concern that as a product, the value of connectivity to a consumer can be hard to see. “Connectivity is like air. Invisible. But if you opt in, then we know how to mold your customer experience from the moment you walk in the door.”
And Brett Leary, SVP Mobile & Digital Shopper Innovation, DigitasLBI, reminded us that how we leverage mobile is still work in progress. “Your phone is giving off signals of intent all the time, from GPS to WiFi. How do we extract all that intelligence and turn it into experiences for our client’s customers?”
Steve Glanz, Co-Founder and CEO of Crosswise, weighed in on the continuing push to put mobile first for marketing leaders and the need to demonstrate the upside of greater spend. “Agencies are trying to build paths to purchase models to tie together results.”
Finally, one of the most anticipated talks of the day began when Eric Roza returned and introduced Tim Kendall, President of Pinterest. It was an auspicious day for the both of them, as Oracle and Pinterest announced a partnership on a study that same day, showing some phenomenal results.
Pinterest had asked Oracle Data Cloud to measure ROI for 29 Consumer Package Goods campaigns on social media between Q3 2013 and Q3 2015. The result? Promoted pins drove 5x more in-store sales compared to other campaigns measured by Oracle Data Cloud.
And just as exciting were findings that CPG brands are 3-times more likely to reach existing customers on Pinterest.
Over 100 million global “Pinners” can’t be wrong. Kendall regards Pinterest as “A Catalog of Ideas,” and a detail rendering of not just your interests but, “your taste.”
It’s also caught on with families, he said. “Science projects, meals, vacations, home décor, you name it!” With all those users, Roza asked Kendall where they would continue to take share. For his answer, think big and think search: “Pinterest is now the fastest growing search engine in the world.”
From the fashion-forward thinking to the data-driven conversations, Oracle Data Cloud Summit 2016 certainly stands as one of the best events of the year for the industry.