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Transforming business with data at Oracle OpenWorld 2017

Guest Author

This week’s guest blog post is contributed by Jon Branch, Enterprise Product Marketing Manager, Oracle Data Cloud.

Earlier this month, Oracle hosted more than 50K attendees at the OpenWorld event in San Francisco, California. 

With the cloud squarely at the center of the company’s largest annual event, content focused on businesses driving change and innovation with ideas, customer focus, technologies and yes, data. 

Here are two examples of how Oracle is improving customer experiences by leveraging data across cloud applications and, more specifically, how Oracle Data Cloud integrates with other cloud applications to shape a better customer journey.



Adaptive Intelligent Apps powered by Oracle Data Cloud

Debuting at OpenWorld 2016, Oracle Adaptive Intelligent Apps were front and center again at OpenWorld 2017.

Oracle Adaptive Intelligent Apps are a group of cloud-based, machine-learning powered apps integrated with Oracle cloud applications.

Thomas Kurian, Oracle president of product development, explained how the Oracle Data Cloud powers Oracle Adapative Intelligent Apps, enabling them to learn, react and adapt in real-time based on historical and dynamic customer data.

“We’re permeating AI into these applications to make them more intelligent. And to do that, you also need clean customer data.

And our Data Cloud captures 3B consumer profiles, $4T worth of buying and spend information. So, you get an incredibly accurate view of what people are saying, what they're doing and what they're buying,” he said.

Oracle spent the past year embedding these apps into the Customer Experience (CX) suite of applications to better enable businesses to deliver the right message, to the right customer, at the right time.

This year, Oracle announced it’s expanding the reach of its AI-powered capabilities across the full range of its cloud applications, within the existing Enterprise Resource Planning (ERP) Cloud, Human Capital Management (HCM) Cloud and Supply Chain Management (SCM) Cloud.

Transforming the customer experience with data

Business transformation was another common theme during the event. As more companies move workloads to the Oracle Cloud, digital transformation is driving positive cloud experiences and strong business benefits.

Steve Miranda, executive vice president of Oracle Applications product development, outlined how Pirelli, a multi-national tire manufacturer, is experiencing digital transformation in every function.

Davide Alemani, global head of digital marketing & CRM at Pirelli, joined Steve onstage.

They discussed implementing Oracle Data Cloud and Oracle Marketing Cloud to help his 145-year-old company engage customers on an ongoing basis rather than every three years when they normally shop again for car tires.

Customer retention is one of Pirelli’s main challenges. Given consumers change their tires every three years, the brand risks losing mindshare if touchpoints are too infrequent or out of context.

Pirelli leverages the Oracle platform to reach the right customer on the right channel when they are in-market, effectively moving them down the funnel.

Want more coverage from OpenWorld 2017? See highlights from Thomas Kurian, Mark Hurd and Larry Ellison’s keynotes.

Contact The Data Hotline for fast answers to any marketing campaign question. (What's The Data Hotline?)

About Jon Branch

Jon Branch leads enterprise product marketing at Oracle Data Cloud. In his role, he is the marketing lead for Oracle ID Graph, Oracle OnRamp and Oracle Data Cloud TV Solutions.

Prior to joining Oracle, Jon came from the media agency world where he planned, executed and reported on owned, earned and paid media campaigns for clients like Luxottica, Del Monte Foods and Cost Plus World Market.

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