 Live from Las Vegas, Nevada, extracting the signal from the noise. It's theCUBE covering Informatica World 2015. Brought to you by Informatica World. Now, here's John Furrier and Jeff Frick. Okay, welcome back everyone. We are live at Informatica World in Las Vegas. This is theCUBE SiliconANGLE's flagship program where we go out to the events and extract the signal from the noise. I'm John Furrier, the founder of SiliconANGLE. Jeff Frick, our next guest is Marge Bria, EVP and CMO of Informatica. Welcome to theCUBE. Thank you so much. Now we were just joking and laughing before the camera kicked off about bringing your data to the party kind of thing and you guys are data-driven organization. First of all, congratulations on a great show. Oh, thanks, we couldn't be happier. Great energy, great guests here on theCUBE walking in the hallway. Now give us a quick tutorial. What's the numbers inside the numbers? What's happening here at the Cosmopolitan Hotel? You bet, so this year is our biggest show and we're sold out for the first year ever. And this is our last year at the Cosmopolitan. We'll be at Moscone West next year. So we've been so happy with this show. Over 2,500 people, as I said, we have over 200 breakouts. We've got just folks engaging all over the place. We have somewhere in the neighborhood of 5,000 hands-on lab sessions where people can meet experts, share tips and tricks and do all kinds of stuff. So great solution of keynotes and lots of really good content. A lot of learning going on. I see people in the hallways having meetings, having discussions, not in a sales pressure kind of way. Collaborative, good vibe. Is that a hallmark of you guys' community? Is that something that's consistent? Is it just the show here or share it? Yeah, I think so. In fact, you and I were talking a little bit before the show. I think it's a hallmark of companies who have great products. I think when you have great products and you've got folks who put customers first, you end up not having the typical grab-the-wallet conversations. We're talking about solving real problems. And it's a company that's humble but confident. So it's not one of those kind of loudmouth brash companies. It's a company that just does real things and solves really hard problems. I thought your keynote this morning that you kicked off the whole keynote with basically showing the mobile app that enables you to connect with other people here at the show. Deharmony. What a terrific deharmony. What a great indication of sense of community where that was your opening, that was your opening kick-off. Want to connect with other people we're making it easy for you. Yeah, right, absolutely. I haven't seen that at a show before. And I'll be curious to see how many meetups people have as a result of it. Well, I have a feeling we're going to have to get the profiles a little bit richer and do some really cool things over the year because that could be a year-long program. You could run crowd chats in there, get some profile data and social networking. Absolutely. Kind of a self-fusing data to contextually be relevant. Unbelievable. It's just flowing. It's just shocking. So we love this and one of the themes here inside theCUBE and in the event is real-time. And in the moment, at the edge of the network where there's internet of things, that's a challenge of bringing contextual relevance into the real-time moment is the holy grail marketing. But it's a technical challenge and you guys are solving it. So what's your take on that? That's something that, would you agree is like a goal and how do you guys use your own tool and get there? Yeah, so for example, just a few weeks ago, about six weeks ago, we launched our new website. And we had not done an infrastructure upgrade in a few years. And so we moved on to the Adobe platform and we've got over 800 sites on the website that does dynamic content. So whether we just know what domain you came from, whether we know what you looked at before through legal cookies, or whether we know what you've bought before or your customer or prospect, have you shown us any interest in various things? We'll go ahead and show you and you can refuse it, refuse it. And then we'll show you some other things. And so we do that in real-time on the site and we also use tons of predictive algorithms to go ahead and look at what would be the next best thing for you. So we're doing that right now today. So I've got to ask you about the J-Dribb marketing. Omni-Channel marketing's been a big thing. We throw all the content out there. You got Twitter out there, you got Facebook. And a lot of these environments, you can have a presence like on Facebook, but you're parasitic from a data standpoint. You always got to get the data from those little networks. What are you guys looking at from a marketing standpoint? How do you take advantage of the Omni-Channel, multi-format content marketing piece of it? And what are you guys doing to reach customers in all channels? Yeah, sure. So we've got a very channel-by-channel approach and we're starting to go ahead and if you will, cross the streams. And so the, in a good way, not in a bad way. And so very soon we're bringing up actually a Hadoop cluster to go ahead and bring together the web clicks, the social data, all the data that you can be ish with as opposed to Penny Perfect, where you would want a data warehouse or other things like that. And so in marketing, we'll be the first in the company to go ahead and bring that up as well. We use that for sentiment analysis today and then tomorrow it'll be for bringing all of it together for that kind of EQ IQ, if you will, in terms of what's happening on the web. How do you guys take for that transition from knowing your customer via a transaction, whether it's a website, you get a lot of predictive, into a context of a complete relationship. That's another trend that CXOs, CMOs are really focusing in on is, okay, I got the, some people call 360, I don't really like that term, but like, okay, you have a lot of interaction, touch points would say a prospect and or a customer, you got a, and they're coming from different channels, so you have to kind of cross connects. This is a master data problem. Oh it is master data. It's a master data and it's a master problem, quite frankly, because I mean, there's so many times you meet a customer that they could be in a number of different uniforms as well. Are they actually a partner today or a customer today? Are they a recommender? Do they act as a magnet within your whole community? And so, I would say we're early on in terms of using that kind of data to really do this. I think we're really good from a structural and from a behavioral standpoint, and from also context of where you come from. Example, we're using Lattice Engines actually to go ahead and do predictive scoring across 450 different attributes. How complicated is your website? How, you know, what industry are you in? Do you use salesforce.com? How big is your company? Are you hiring IT people? All kinds of things that would be things that you would normally not expect to be scoring or, you know, doing data, if you will please. Because Lattice gets external signals. Bingo. From their club. To you guys. You bet. It blends in with your data set. You bet. So today, it's not enough to have a site that merely knows just what your customer has done with you. It's also important to understand the context and the engagement of the customer here herself. So, did I say that right? You are herself. Topic near and dear to our hearts, my heart at least is that, you know, I'd love to bash on email marketing because that's the old ways, but I mean, people still use email. It's still effective though. It's still effective, but I mean, it's still there now and it's like a system of record, if you will. But no one's really engaging with email. The engagement piece is really the holy grail. So, you're out there out on Twitter on the front lines or out tweeting, mobile phones, native apps. So, if you say email marketing is the old way, which I'll just say for a moment it is. It's a system of record. What's the new way? What is the new way to engage as a marketer? Because, you know, you got paid, owned and earned media kind of coming together. This new intersection is this new tapped ground where the engagement lives and it's hard to win the audience, right? So as a marketer, what are some of the things that you're thinking about that? What's your vision around content marketing, new ways to engage? New bet, new bet. So a couple things. I'm also on the board of Jive Software. And so, you know, collaboration, gamification for both external communities as well as internal communities. Obviously, communities are the way to go and it's a matter of earned or owned. And obviously the earned, I think, are probably in maybe a marketer's not so normal way. It's a more important one because folks are freer to say what they think. I think there's more credibility associated with what they say because folks are like, oh, this isn't just somebody acting politically correct or anything like that. And so I think the magic is how do you, how do you offer people a safe community to share practices that they're not really that into going all out in the real world, but also have them engage with the real world in ways that they can voice their opinion in a neutral way or not so neutral way and all of that. So that's what we're working on right now. And what are you measuring for your engagement? You talked about your data-driven marketing. You have more data than anybody in the company. So we talk about engagement. Now is actually the topic of the keynote. How are you actually, what are some of the things that you like to measure? And then the second piece of the question is everybody just wants to tie it back to leads. That's why they want to email. I got to tie it back to my CRM system and only has leads in it. What are some of the ways that you are demonstrating value if it is leads, great, or if it's not other ways to say, hey, this is good stuff? Well, quite frankly, if you look at our scoring in terms of what we route leads on, it's not necessarily just on emails at all. And in fact, the scoring engine uses how many times you've answered an email or opened an email is just one of the attributes. And it's not the- It's a signal. Most highly, it's a signal. It's all right. It just shows interest. And it's really about behavior. In fact, we've thrown out, believe it or not, any kind of segmentation associated with title. We don't segment on title anymore. It's all behavior. So have you been, what have you been doing on the website? What have you contributed from a social standpoint? Sure, what have you opened? Have you participated in a webcast? All of the things that, do you speak at the show? And did you tweet while you're at the show? All of those kinds of things that would indicate that you're a vibrant member of the community, not just taking white paper that you might give to a friend. We could do a whole cube day on your topic. It's so much fun. It would be fun, yeah. Because this brings up a lot of stuff that I'm into, which is clickstream data the old way. Sure. Which is, legacy is still around system record. We want all that clickstream data. First party data. I'm a-walking in the Twitter. I'm engaging individually in an hyper-targeted conversation, measurable. You bet. Very high signal. Targeted. Very targeted. With my peer group. Any right, high signal, low noise. If my peer group captured that active data, this brings up active data. Active data in the new world is very valuable. When we see that in some of the conversations you guys are having here, which is passive data and monitoring, listening, listening engines are out there, but active data is really- Active data, I mean, when you think about it, it kind of comes full circle. Remember, I'm old enough to remember when direct marketing actually was one-to-one marketing. Literally, right? It was over the phone. It was directly, it was, you know, a snail mail. It was all of that sort of stuff, right? And I think we're coming back to that whole thing in terms of power of one-on-one is that active data. And it's great if it's a small group of people. I mean, it's better if it's one-to-one. Great if it's a small group of people and even better if it goes viral. And so there's, I think there's a concentric circle that kind of is a wave, if you will, in terms of how things go. Okay, so back to the next step on the active thing is, okay, I love this whole influencer model. Yeah, he's a big blogger, he's got a lot of followers. He must be an influencer, good, so check the box. But the real influencers, when you start getting into the hyper-target in the long tail, he's saying to himself, wow, in this master data conversation, that person's the influencer. He only tweets three times a day or doesn't tweet at all or once, but everyone follows him. So the new influence, so how do we get these influencers? How do you guys look at influencers and get them actively involved? How do you create some? Well, quite frankly, our user group as well as folks that are here. And I would say we've got, honestly, a long way to go on this. I mean, we're very early in terms of, I mean, even thinking about how do you staff a marketing team, let alone a company, which it really needs to be a team effort. It can't be a, I mean, this has got to be a team sport, a marketing organization. When you think about that one-to-one-ness, holy cow, right, that is an always-on, always-looking, always-engaged team. And how do you do that, I mean, it's one thing if you're actually only watching maybe thousands, but if you've got hundreds of thousands or millions of people as we do in our database, you're going to have to go very high signal and try to figure it, try to sort that out. And I don't think we're very good at that yet, frankly. So how about collaboration, so you're on the board of guys, so you know all the day, so the own media is the website, people go there to buy stuff, maybe ask experts, but for the most part, people don't go there first and they won't get a cup of coffee. They go in the wild, but their friends are. So the blending of the collaboration between the company and the public is an interesting dynamic now in social media, it's not just promotional PR buzz, you know, rah-rah, it's actual employees inside out connecting with customers. It's about a conversation. Yeah, that's interesting. Which is very different. That's a collaborative trust-earning conversation. What's your vision on that as a marketer, and not just for informatics, but as a senior marketer, because that's a really active area right now. I mean, think about what you saw in the hallways and what you were talking about here. I mean, the question is, how can you have an authentic, non, you know, oh, come look at my stuff, conversation walking through, quote unquote, the hallway online. I mean, that's literally what we've got to go ahead and mimic. And that's not an easy thing to do because, you know, there's got to be trust earned in terms of where folks are at, and it starts with content. I think, first of all, you have to earn credibility and have the right content so that people actually are knowing that you're not full of, you know, CRAP and that you're not just trying to grab their wallet. And so I think it starts with content which tends to earn trust. You know, then trust tends to be, you know, about are you willing to have a conversation that isn't just about yourself, right? You're trying to engage. Affordative and or value air. Share it. And, yeah. A value exchange, right? Value exchange. But then you also, the company has to trust the community, which I think is always an interesting pair at office, especially with larger companies that have been shackled by, you know, very tightly controlled. Or a public company in this case. Yeah, you know, so, you know, how's that received? Do you see a changing kind of attitude about taking, you know, we will trust you so we can exchange in a conversation so we can really have a real engagement. And hopefully at some point that's going to result in a sale, that's not kind of the lead outcome of this particular effort. Yeah, I mean, I think the thing, again, is about confidence on this one. So are you confident enough to engage with folks who will say something that might be, might be, you know, not, you know, yeah. Something that you're just not that cool with. And to a certain extent, it's the ultimate democracy. And democracy is hard work, right? And so, you know, you have to, state of governance indemnification issue. The G word, not the G word. These are my tweets that represent my company. I mean, that's what people put on their Twitter handle. I mean, that's legit. I mean, people say that, but does that hold water? I mean, it's still good for the company. Yeah, but then, you know, then you kind of look at that whole thing and say, okay, how far is that going to go, right? Yeah, I mean, Tom Brady got four game suspension for deflating football, I mean, anything's possible. I won't go there, okay. I think your point, a big piece of it is, having the trust and the confidence actually in the company and the products that you feel good about the customer expectations so that if there's an issue, you know, it's probably not the lead issue, it's not the majority of the conversation. It's something that's addressable and in the right kind of tone. But not only that, I think it's really about actually being okay with having a hard conversation. I mean, those same people probably are having a hard time talking about sex to their kids, right? And so, not that I didn't, but you know, it's one of those things if you can actually talk about what's real and have an honest conversation. We've heard that the sales have really tracked, people have said we have booked more credibility because people are actually seeking information with peer groups. And they want to problem solve. I mean, really when somebody's telling you something is wrong with your product, they're asking you to put it on the backlog of product development in an agile methodology. And so, that's the request. They're not saying solve it for me right the second, they're saying work with me and at least understand my priorities and help me be a part of your priorities going forward. And they care enough to tell you, right? Well, they're part of the production part, they're part of your production. Which is cool, right, right, right. They're part of the product development. Yeah, totally. And not to move it on, right? If they really didn't want it, they wouldn't move on. They wouldn't have spent the time to give you the feedback. Yeah, I mean, if you get a bad comment, it's actually a great comment. Yeah, we're big believers. Social data and social interactions is actually part of a production, a new model of production, what they call it. It's all about agile methodology. Because what it should be, I mean, we had done, former company five years ago, we put into a project that was called Constellation, a feedback button, feedback button that just basically said, okay, you can look at everything that folks have said before and the dev team basically came back and said, okay, this is on the roadmap for this or this or this or this. And then you can say either pile on on that one or get in line for a new one and they tell you when they were gonna put it in the dev project. And people probably came back and check on the notification. Yeah, it's great. Totally, totally. Who doesn't like to get their feedback? Exactly, exactly. Yeah. Back to the ROI because you like the data is that in social ROI is everything. So what's your advice to other folks out there and what are you experiencing in terms of advice for ROI? Especially in social, it's so elusive. There's a lot of blue sky. Okay, I could feel it. I could feel the sun in working, but like when you start to get down to programmatical operational marketing where the more dollars get increased, you want to see some impact either top of the funnel or down for sales. Well, believe it or not for the last two years, we've been, we've been measuring share of voice over time in terms of social outlets versus traditional media versus syndicated content, et cetera. If you look around the countries around the world, actually, social media has in some countries, most countries actually gone over 70% of the share of voice in those countries. And so first of all, the question is are you a part of the conversation or are you not? If you're only dealing with traditional media in some countries, and especially if you're doing traditional media in your US company and you're doing it in English, you may be in a 3% even addressable voice market. Think about that for a second, right? And so bottom line is, is that it is- What are you spending on that? Yeah, you have absolutely got to be thinking about how you have real people in real native language talking about real issues. And that's like table stakes, right? To be part of the conversation. Marge, we're getting the hook here. Thanks so much for your insights and the data you're sharing. Appreciate it. Here's the cue, we'll be right back after this short break.