When discussing what some of the world’s largest brands have been doing to unify and leverage their fragmented customer identities in a recent interview, Kevin Akeroyd, GM & SVP of the Oracle Marketing Cloud, stated:
“They’ve taken all this data, content, media, applications, acquisitions etc. They’ve put it all together and their fundamentally changing their companies. It’s an exciting time because it’s not theoretical anymore. It’s actually happening. It’s going down for real.”
Going down for real, indeed. But what makes this so exciting?
This week, we look at why Salesforce and Oracle are in a virtual arms race for first-party data dominance and how that will help brands improve the customer experience, earnings per share, and overall return on investment.
Why CRM data is having a moment – Digiday