But Ipsen still focuses on OMC’s integration at both the product and people levels. Oracle built OMC through several acquisitions like campaign management tool Responsys, marketing automation system Eloqua and BlueKai’s data management platform.
“We acquired companies in a fast and furious way, so you do have to integrate the product, but you also have different people coming from other companies that you cross-pollinate, and you need to do it in a mindful way,” she said.
Ipsen also collaborates with the Oracle Data Cloud, built via acquisitions like Datalogix, cross-device vendor Crosswise and BlueKai’s data exchange business.
“The Oracle Data Cloud is a big enabler because data is everything in this space,” she said. “It gives you context about campaigns, but it will also help us be more predictive about who to target. You’ll see us continue to get closer to Oracle Data Cloud as the market evolves.”