Society will decide where digital marketing takes us next: Oracle

Marketers must ask the right questions about technology in the future, says two of Oracle’s leading global data executives

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“We’re going from the current linear increase over the last few years to exponential in terms of technology, and it will be up to society to decide what direction we move in,”

“But the potential to ask different and challenging questions, and get answers, is becoming available. We used to be in a world of putting up a banner ad on a Web page, and that was all the innovation we had. Fast-forward to now, and anything from location to offline sales sale data can be included. We now have the ability to be incredibly smart and to service the consumer in a respectful and thoughtful way.

“In any case, we have to make sense of what we do with that, and where we need to go. We have to ask what is the right way to use those tools, both from a consumer protection and a privacy lens. We must make sure we’re doing things in a way that make sense. The limitation is not data or science, it’s choices, and what we decide as human beings are what we’re willing to accept.”

When data is used well, consumers like that use of data,”It’s about leveraging data where it makes sense where it is servicing the consumer, but we have to do it in a respectful way, and those are human issues that aren’t platform-specific.”

“AI is the intelligence that drives many marketing recommendations,” “Right now, machines are taking all of the data that can be collected and deciding things like whether someone is a good candidate for an ad. This extends into new things, such as sifting through Web pages to draw inferences, and improving datasets to help us understand consumers better.”

At the highest level, AI is going to continue to drive more of the marketer’s decision making, because it is measurable and it’s possible to prove how well it worked, “In the coming months, the digital footprint is going to move into adjacent areas, such as TV being consumed in an online manner like Netflix and YouTube.”

“As that whole paradigm shifts, we are going to have the granular data the digital world is accustomed to using, in that targeting. AI ends up front and center to process that data because it’s all too much for a human brain to process.”

“There’s no doubt there are tectonic movements in technology right now,”The value proposition is becoming so clear with all of that information, and it’s creating this massive compounding effect. Marketers are going to be able to influence behavior and generate more value than has ever been the case before.

“Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that they will show us something we want. This is all increasing our expectations of companies.”

 

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