By Maggie Schneider Huston-Oracle on Mar 09, 2015
By Rowena Toguchi and Maggie Schneider Huston
March is Influencer month on the Oracle Social Spotlight blog! Today’s influencer is data guru Tara Roberts, Vice President of Oracle Data Cloud.
Oracle Social: How would you define “big data”? Isn't it less about "big" data and more about the "small" data that provides data-driven business insights and actions?
Tara Roberts: Big data is meaningless unless businesses have a way to 1) extract important signals from the noise and 2) have the ability to “act on” those insights to target, personalize and measure every customer interaction. The companies who win are the ones who are able to uniquely predict their customers’ desires and intentions and to personalize, plan and react before their competitors can. The answer is to “know more” with unique data insights, not just access to big data – which, as a standalone is more of a business challenge than an opportunity.
What is the greatest misconception about “big data?”
I would say one of the biggest misconceptions is to say that “big data” is only relevant to IT organizations. The whole concept of Data as a Service is to shift that thinking to data intelligence being a competitive driver for the entire business across sales, marketing and customer intelligence. Some of the most successful companies rely on data-driven decisions and our mission is to provide the largest set of enterprise-ready data assets and services to power smarter actions everywhere. The key is to make this data accessible (without the need of IT implementation) and actionable (through direct integration with applications and platforms.) Everyone in the board room should be involved in the “big data” discussion as a way to differentiate – not just for IT.
Data is used for a variety of business objectives - developing customer profiles, personalization, targeting, product development, product enhancements, etc. Where do you see data growing in importance the most during the next 12 to 18 months? Is it with marketing technology?
I definitely see the use of data growing beyond just influencing the marketing interaction. Data is the unifying thread that will help companies connect every customer touchpoint and it’s critical that there is a common way to ensure consistent and meaningful interactions across the entire customer journey. One of the biggest challenges that we address is the ability to identify customers and prospects across any channel and any device. It means having the ability to stitch together IDs across offline (addresses) to known online (email), to anonymous online (cookies) to mobile (mobile ID). Creating that linkage in the form of an audience graph is a top initiative for the Oracle Data Cloud.
Let's talk social. Social data is unique as it reveals intents - a person's likes, dislikes, desires, wants, etc. How is Oracle leveraging its SRM and social data to help customers capitalize on understanding, targeting and engaging with their customers and prospects better?
Businesses can start to better understand their customers and prospects by knowing more about what they do, what they buy and what they say. Social data provides an uncensored view into what consumers are saying, how they are feeling, and key trends around your brand. One of the ways that we are looking to extend social listening capabilities is to link social insights with business intelligence data to delve further into how a social spike, or a positive or negative sentiment may impact positive or a dip in sales. This really takes social insights to a different level.
As Gartner research says, “Content does not conform to a specific, pre-defined data model. It tends to be the human-generated and people-oriented content that does not fit neatly into database tables.” Unstructured data demands new analytical approaches. The value big data provides is the ability to capture the entire picture of everyday people. This can lead to a bevy of challenges: missed signals, inaccurate conclusions, bad decisions, etc. How does Oracle’s technologies, like Oracle Data Cloud, Oracle CX Solutions, help combat this challenge?
Gartner also predicted that enterprise data will grow by 800 percent in five years, with 80 percent of it unstructured. This definitely means that if left untapped, businesses will lose valuable insights and signals from their unstructured data assets. Oracle Data Cloud is working on combating this challenge straight on in an upcoming data as a service product release. I can't tell you much more than that – look for more details from Omar Tawakol, GVP and GM of Oracle Data Cloud, at SXSW on March 13th at the Hyatt Regency at 3.30pm in the Zilker Ballroom.