Oracle Marketing Cloud acquires and integrates best-of-breed technologies | #MME16 by Gabriel Pesek | Apr 29, 2016 At the Oracle Modern Marketing Experience this year, the company is eager to demonstrate to attendees ways in which they’re staying on the edge of development in keeping consumers engaged, while also keeping things sharp on the tech front. Simon Robinson, senior director of services and customer marketing at Oracle Marketing Cloud, joined John Furrier (@furrier) and Peter Burris (@plburris), cohosts of theCUBE, from the SiliconANGLE Media team, to discuss his team’s goals and approach to solving the challenges in their way. Acquisitions and marketing Having been in attendance at the Oracle Modern Marketing Experience event for a few years now, Robinson has seen a number of changes come and go through its gatherings. Looking at this year’s event, he felt positive both in regards to attendees and to the developments behind the scenes. Speaking to those less publicized aspects, he said, “It’s great to see the progress we’ve made from a product acquisition perspective … but also the developments that we’ve made from an integration perspective.” Robinson also spoke warmly of the rate at which acquisitions were being folded into each other to produce more competitive practices and products. “The speed with which we have both acquired best of breed technologies and then integrated them into those best of breed technologies, even as someone who’s been a part of this for some time, I found was incredibly impressive.” Looking at the overview of the event, as well as Oracle’s general strategy, Robinson talked about two key highlights: “The first, if you think about it purely from an Oracle Marketing cloud perspective, is the integration that’s taking place post-acquisition. … And then … some of the broader integrations that have taken place between the Oracle Marketing cloud, but also outside of the cloud, into perhaps commerce.” Integration and usability Integration of technologies was perhaps the largest key in Oracle’s collection, according to Robinson. When considering the ways in which customers were likely to be drawn in and fully engaged, “Rather than perhaps just talking about e-mail, or mobile, or social or web, it’s much more about the integration of those technologies,” he said. A major part of that was in showing consumer applicable technologies, “not futures,” but usable tools with relevance to regular life, bolstered by the broad array of tech being driven further with optimized integration. To achieve these goals, Robinson highlighted “the breadth of offerings and integrations that we have, the integration of those various elements so that our customers and our customers’ customers receive a consistent experience in a personalized manner at large scale across multiple channels.”