What is one of the biggest database software companies doing at an advertising conference?

Wandering amongst the brands, agencies and ad-tech vendors at the just-wrapped Advertising Week New York event, Beet.TV found Oracle, the massive seller of data products.

Its strategic agency partnerships global head Vik Kathuria explains the logic of the attendance to Beet.TV: “Oracle have a pretty strong presence (at Advertising Week). We are speaking on multiple panels.

“We actually have partners across all top six holding companies and all their agencies. The big focus for us is to partner-enable our agencies to better understand the products and services we offer so they can go and sell to their clients.”

As the worlds of advertising, marketing and CRM collide, the likes of Salesforce and Oracle have a seat at the advertising table.

Just like Adobe, Oracle has its own Marketing Cloud – a suite offering automation (Eloqua), orchestration (Responsys), data management (BlueKai), testing (Maxymiser), and content and social marketing.

Oracle just updated the suite with a new Orchestration Layer, drag-and-drop interface for planning automated engagement with different customers.

“The basic premise of the Oracle Marketing Cloud is to bridge the consumer experience,” Kathuria adds.

“Eighty-nine percent of CMOs we’ve spoken to in the past have told us the consumer experience is currently broken – too many silos on the media side, the execution side. Our focus is to provide a seamless consumer experience.

“The key (for advertisers) is to scoop a bucket, analyse (data), assess, figure out what the right insights are, which ones are actionable, and then act on it.

“The planning should be directly tied in to that. As long as you focus on that approach, I promise you the ROI will be there.”

This video is part of Beet.TV’s coverage of the IAB MIXX Conference, 2016, presented by The TradeDesk. Please find additional videos from the Conference here.