Unbundling data from SaaS applications has enhanced a business user's ability to activate insights gleaned from external data sources, leading to more engaging and personalized customer experiences, said Omar Tawakol, general manager and group vice president, Oracle Data Cloud. The Oracle Data Cloud brings together a best-in-class data platform with the world's largest data marketplace to drive smarter decisions for marketing and social, and it will eventually include other enterprise functions such as sales and service.

IDC sees data as a service as an emerging category that addresses the needs of businesses in real-time to tap into a wide array of external data sources and optimize the results to drive unique insights and informed action, said Robert Mahowald, vice president, SaaS & Cloud Software, IDC. Oracle Data as a Service is addressing this need with a suite of data solutions that focus on scale, data portability, and security that help customers gain a competitive advantage through the use of data.

With Oracle's comprehensive and distinctive framework of data ingestion, value extraction, rights management, and data activation, Oracle Data Cloud can help enterprises across multiple industries and channels generate competitive advantage through the use of data, said Tom Pringle, practice leader for Information Management, Ovum.

With the proliferation of devices and new technologies, businesses have their hands on an immeasurable amount of data. At Datalogix, we understand the power this information has in delivering meaningful results for marketers and how to leverage this power of purchase-based audience targeting to drive measurable online and offline sales, said Eric Roza, chief executive officer, Datalogix. Together, with Oracle Data Cloud, we're bringing real targeting and accountability into the digital space.

Data will continue to be the currency of the internet, and we've only scratched the surface of what is possible in data-driven marketing. We look forward to our continued relationship with Oracle and their data services for marketing to help our clients target anything, measure everything-and most importantly, power a better internet.-Jeff Green, CEO, The Trade Desk

Our clients are faced with massive amounts of data in traditional CRM, digital and social channels and it is our mission to guide them in finding unique insights across this sea of structured and unstructured worlds of data, says Jason Kodish, senior vice president of Strategy and Analysis at DigitasLBi. Oracle Data as a Service allows one to manage the complexity of data adoption and provides key solutions to inform today's businesses.

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