Before dreaming about AI, get fundamentals right: Oracle

CANNES - Many a CMO is excited about the prospect of having machine-learning algorithms or artificial intelligence (AI) do the heavy lifting when it comes to harvesting actionable insights from the data onslaught. But Kevin Akeroyd, GM and SVP of Oracle Marketing Cloud, does his best to let them down easy, pointing out that there's still plenty to be done today. "Let's not get ahead of ourselves," he told Campaign Asia-Pacific on the sidelines of the Cannes Lions Festival in France. You know what, let's get you really, really good at listening and responding to data before you get yourself all hot and bothered about machine learning. In his view, many brands are not even listening to all the available data, tying it together and making an activation decision up into a consistent channel experience.