Oracle Marketing Cloud

Oracle Marketing Cloud is an enterprise cloud platform for marketing management, interactive service and customer interaction.

Oracle Marketing Cloud is part of Oracle CX Cloud Suite, allowing organizations to take a more technological approach to managing consumer experiences and business transformation initiatives. By providing a robust business platform that connects data, experience, and results, Oracle CX Cloud Suite helps customers simplify their use of information technology, deliver customer service innovation, and achieve predictable and concrete business results. Oracle CX Cloud Suite включает в себя Oracle Commerce Cloud, Oracle Marketing Cloud, Oracle Sales Cloud и Oracle Service Cloud.

2022: Spending billions on the cloud to manage marketing, but the project failed

In mid-August 2022, it became known that Oracle spent about $4 billion on the cloud to manage marketing Oracle Marketing Cloud, but the project could not achieve its goals, and the American company was forced to lay off dozens of employees. About this publication Yahoo! Finance was told by former Oralce employees.

According to them, from 2014 to mid-2022, cloud giant Oracle spent billions of dollars to create an advertising and marketing product. The purpose of the spending was to acquire leading marketing and advertising startups to create Oracle Marketing Cloud, and a year later Oracle Data Cloud, which would become Oracle Advertising.

Oracle spent billions on the cloud to manage marketing, but the project failed

Oracle Marketing provides an integrated marketing solution available to run cross-channel marketing programs and combine all marketing signals from leads and customers into a single funnel. The software was designed to automate marketing, improve responsiveness and reduce manual tasks and errors, and reduce development cycles through templates and common content libraries. Oracle Marketing Cloud had an intuitive graphical user interface with drag-and-drop capabilities to develop campaign workflows, emails and microsites, the developers said. Targeting and segmentation deliver the right message at the right time to the right audience. A scoring system for assessing leads, measuring their readiness and purchasing ability. A metric-based prospect funnel was also built into the software, sending qualified leads to the sales department, increasing the customer conversion rate.

Former employees told Yahoo! Finance that under Oracle Executive Vice President Rob Tarkoff, who was appointed to lead the two businesses, the company did not invest in Marketing Cloud, leaving Oracle out of position with rival product Salesforce. Oracle Advertising has also been hit by a lack of investment, sources said. Staff also said they were demoralised by management who ignored their problems, so productivity suffered every month. It was difficult for some developer to concentrate on work tasks, according to the publication, especially those that require maximum attention or creativity.^[1]

2019: Analytics to create an attractive and consistent customer experience

On April 4, 2019, Oracle Corporation announced that Oracle Marketing Cloud has analytics features designed to help marketers create an attractive and consistent customer experience. Innovative methods of analyzing customer behavior data collected across all channels provide a personalized experience for each customer.

"The hundreds of micro-moments that fill our daily lives are constantly adjusting our expectations. This forces marketers to rethink traditional approaches to audience segmentation, targeting, and customer path planning. The latest innovative developments in Oracle Marketing Cloud solve this problem. They help marketers leverage contextual, real-time customer information to provide them with an organic and most personalized experience with every interaction. " Shashi Seth, Senior Vice President, Solutions, Oracle Marketing Cloud

According to the developer, Oracle Marketing Cloud business applications can eliminate data fragmentation and enrich analytics with real-time behavioral data, which makes it possible to build closer and more profitable relationships with customers. The next step in the development of innovation was deep integration and additional opportunities to fill all key marketing processes with data to save marketers time. Updates have been released for Oracle Eloqua, Oracle Responsys, Oracle Infinity and Oracle Maxymiser solutions.

According to the developer, with the help of the capabilities, Oracle Eloqua B2B-marketing specialists will be able to:

• Unify data and experience across all communication channels: Oracle Eloqua's embedded behavioral analytics and Oracle Infinity orchestration features enable marketers to leverage a common lake of behavioral data to improve segmentation, personalization, and orchestration;
• Improve Key Customer Marketing (ABM): Oracle Eloqua's integration with Oracle Data Cloud and Oracle DataFox provides marketers and sales managers with valuable knowledge of key customer intent and behavior;
• Adopt best marketing practices: AI and machine learning capabilities at Oracle Eloqua help marketers learn and apply practices to create engaging content and positive customer experiences.

Updates to Oracle Responsys will allow B2C marketers to:

• improve segmentation and targeting: a dashboard with indicators of the statute of limitations, frequency and spending (Recency, Frequency, Monetary) provides marketers with statistical models to standardize segmentation, better assess the quality of interaction and identify the most valuable customers;
• Combine experience from different channels: Integration between Oracle Responsys and Oracle Maxymiser helps marketers optimize the conversion funnel and ensure a smoother customer journey by unifying the experience for email and site.
• Expand marketing opportunities: Responsys Application Development Framework allows you to quickly and easily expand your existing functionality by supporting applications from other vendors, IT partners or customers.

Oracle Infinity Action Center helps marketers use behavioral data from multiple touchpoints to create non-trivial, narrowly focused segments and engage users in the most personalized real-time communications possible.

Integration between Oracle Infinity and Oracle Maxymiser allows you to visualize user behavior using thermal and zone maps to optimize customer experience when visiting the site and combine website personalization and optimization with digital analytics capabilities.

Recommender's recommendation engine helps marketers increase customer engagement by using behavioral data to scale individual 1:1 marketing with context. Moreover, with its help, you can display personal product recommendations and personalized content on the pages of the site, the developer claims.

As noted in Oracle, Oracle Marketing Cloud is part of a complex cloudy of business applications that Oracle Customer Experience (CX) Cloud Suite provides organizations with the necessary tools for competent management of client experience digital transformation and business. By providing a robust business platform that connects data, experience, and results, Oracle CX Cloud Suite helps customers reduce IT complexity, deliver innovative experiences for customers, and achieve predictable and tangible business results.^[2]

2017: Integration with LinkedIn Campaign Manager

Oracle announced in June 2017 the integration of Oracle Marketing Cloud and LinkedIn Campaign Manager solutions, which opens up targeting opportunities with the Matched Audiences tool presented by LinkedIn. This will help marketers improve the process of leadership generation and maximizing return on investment (ROI) from ongoing campaigns. New integration capabilities will allow Oracle Marketing Cloud customers to easily aggregate data from more than 467 million LinkedIn users for marketing campaigns involving customers from the world's largest professional social network.

Marketers need to be able to provide personalized service at the required scale to increase conversion rates and accelerate sales. With the new integration of Oracle's cloud-based Eloqua solution, part of Oracle Marketing Cloud, with LinkedIn Campaign Manager, marketers can now work seamlessly with prospects using the Matched Audiences LinkedIn tool. The integration of these solutions allows you to personalize and organize campaigns across multiple channels, including email, websites, and Digital Signages, to attract the right audience at the right time.

This integration will allow specialists to expand ABM (Account Based Marketing) strategies using effective analytics, thanks to the new capabilities of combined products, to transform unknown buyers into potential and interested, changing targeting thanks to relevant Digital Signage, expanding buyer profiles and optimizing advertising costs on LinkedIn. All this increases the conversion rate and speeds up sales.

2016: Oracle Marketing Cloud will help B2B marketers shorten the sales cycle and increase conversion rates

The changes in spring 2016 will help B2B marketers more successfully attract potential customers, reduce sales cycles and increase conversion rates. Supporting all processes - from search and attraction to new deals - the new ABM Marketing (Account-Based Marketing) tools in Oracle Marketing Cloud will allow B2B marketers to optimize targeting in paid advertising channels, more effectively interact with target prospects, and simplify data management and integration.

Scaling ABM marketing can be extremely difficult, as marketers must personalize interactions with multiple IT and business representatives during the deal preparation process. To simplify this process as well as help marketers shorten the sales cycle and maximize the potential volume of the deal, Oracle Marketing Cloud's new Account-Based Marketing component provides one of the industry's largest curated B2B audience datasets for targeting paid ad channels through a new direct integration between Oracle Marketing Cloud and Oracle Data Cloud. Oracle Data Cloud has data on more than 1 million American companies and more than 60 million anonymous business profiles. B2B marketers can now use this data in Oracle Marketing Cloud to study anonymous users based on credentials, online behavior, and offline data such as previous purchases or other behavioral information. The valuable knowledge gained will allow marketers to systematically optimize retargeting, sites and content for the target audience.

In addition, to provide B2B marketers with the ability to conduct targeted marketing campaigns that increase conversion rates and shorten the sales cycle, new opportunities include unique messaging tools with specific customers that support large-scale personalized communications. Marketers can also easily add credentials to new and existing prospects, eliminating the need for long forms to collect contact information and significantly improving data quality. Scoring and customer acquisition tools are supported by integration with Demandbase and other Oracle Marketing AppCloud partners. Administration can be done directly in Oracle Eloqua, a product in the Oracle Marketing Cloud portfolio for marketing automation.

2015

Oracle Marketing Cloud functionality expanded

On December 16, 2015, Oracle Corporation announced the expansion of the Oracle Marketing Cloud platform.

The upgraded software includes the following functions:

• Offline Data Append
• Match Multiplier
• Business Units for Content.

According to the developers, these innovations will add information about purchases in offline channels to client profiles, increase the efficiency of working with marketing content and improve involvement when changing the interaction channel.

Integration with Oracle Service Cloud services has changed, helping marketers use service data to build a generalized experience when using different channels of interaction with the client.

By addressing the challenge of engaging customer experience, providing relevant content and personalized service to each customer, marketers should be able to "listen" to customers' contextual and behavioral data across social media, mobile applications, the Internet, emails, video and other digital sources, and combine that information with those people's offline behavior data. By collecting and collating data, marketers get the opportunity to form a personalized experience.

Such capabilities of the Oracle Marketing Cloud platform became available thanks to the acquisition of Oracle by Maxymiser.

As part of the modified functions:

• Connect offline data. Offline Data Append enables marketers to enrich customer profiles with Oracle Datalogix data. Offline transactional data gives marketers a holistic view of customer-brand interactions in both traditional channels and the Internet, increasing the efficiency of e-mail, optimizing interactions across different channels, and helping the brand set up targeted messages for its reference audiences.
• Similarity factor. Match Multiplier - Helps marketers join forces to match offline and online profiles and reach customers anonymously in cross-channel communications. This enables companies using Oracle Marketing Cloud to increase the scale and effectiveness of data-driven marketing initiatives.
• Business units in content marketing. Business Units for Content Marketing - Allows marketers to have a centralized view of all marketing content, schedule, and have full content usage analytics. Content marketing professionals can optimize all aspects of content strategy, including content users, target segments, and workflows across different business units. All of this can be centrally managed from Oracle Marketing Cloud.

At the same time, Oracle provided integration between Oracle Marketing Cloud and Oracle Service Cloud, giving marketers the opportunity to improve the quality of customer service. Using data from Oracle Service Cloud, marketers can effectively manage personalized customer experiences.

Modern marketing is far from creating large-scale storage of big data, it is the ability to use the necessary data and do it as efficiently as possible: in correctly selected channels of interaction and at the most appropriate time. We present a number of important innovations in Oracle Marketing Cloud that should help marketers improve customer engagement and accelerate their transformation into ideal ones. These innovations will allow marketers to optimize the management of customer experience and achieve tangible business results by enriching customer profiles with offline data, improving content marketing and improving customer experience in various channels and when switching between them. Kevin Akeroyd, Senior Vice President and General Manager, Oracle Marketing Cloud

Oracle Data Management Platform functionality presented

On April 13, 2015, Oracle introduced the updated Oracle Data Management Platform (DMP) functionality as part of Oracle Marketing Cloud - Lookalike Modeling for Oracle Cross-Channel Marketing Automation and OnDemand On-Board customers.

The company said the two innovations will help marketers capture and pool data from web analytics, email marketing and campaign management systems solutions, turning it into data for targeted impact.

The new features of Lookalike Modeling will help Oracle Cross-Channel Marketing customers, multi-channel marketing solutions, add audience data to Oracle Data Management Platform. Marketers can then take advantage of the platform - a self-learning algorithm and workflow automation - to identify a target audience similar to their ideal customers in a contact pool of nearly a million profiles.

New OnDemand On-Board capabilities help increase the practical value of web analytics data by allowing you to import data from web analytics platforms and use it as audience data in the Oracle Data Management Platform. Marketers can also classify and categorize this data using a simple taxonomy to combine it with the native and external data available in the platform. By sending existing web analytics data directly to the data management platform, marketers can eliminate long integration cycles and improve conversion rates.

Add-ons to Oracle Marketing Cloud

On April 6, 2015, Oracle announced the addition of Oracle Marketing Cloud with three developments - Oracle ID Graph, Rapid Retargeter and AppCloud Connect. The purpose of this work is to create closer connections between marketers and customers, to maintain consistent, personalized communications in real time.

Product development will help marketers gain a holistic understanding of customers, take into account their significant actions in various channels in real time. Improvements make it easier for companies to implement new marketing features to consolidate marketing data, applications, and cross-vendor sites.

• The Oracle ID Graph product helps marketers link identification information from different marketing channels and devices to a single customer. The Oracle ID Graph tool, supported by Oracle Marketing Cloud and Oracle Data Cloud solutions, helps bring together a lot of identifying data from different marketing channels and devices, forming a customer profile and enabling marketers to use this data. Such identification provides a consistent, personalized interaction with each consumer.

• The Rapid Retargeter tool helps marketers adapt to real-time interactions and instantly offer customers the most valuable, up-to-date information. For example, if a customer places items in their shopping cart on the site but does not make a purchase, they can receive an email reminder about the contents of the shopping cart, or by viewing the items, see on the screen an advertising banner for the brand of the product category being viewed. Unlike many single-channel retargeting tools, which tend to delay the offer, the Rapid Retargeter tool helps marketers to consistently manage interaction across all marketing channels and retargeting almost instantly.

At the same time as Oracle Marketing Cloud, Oracle released AppCloud Connect, a set of APIs and open process environments (frameworks) that allow organizations and marketing technology providers to effectively use applications and media in the context of Oracle Marketing Cloud. With the ability to consolidate data, applications and media, marketers have the opportunity to take advantage of modern marketing technologies and CRM solutions. They can also integrate with other existing Oracle Customer Experience Cloud (Oracle CX Cloud) applications such as Oracle Sales Cloud, Oracle Service Cloud, and Oracle Commerce.

Oracle Marketing Cloud Add-on Capabilities

• Directed to specific customers - The system connects different behaviors in electronic and traditional channels into a single profile of a specific consumer, helping to use this information for targeting in different channels.

• Complete Client Functional Data - Using data from third-party Oracle Data Cloud vendors along with their own data, Oracle Marketing Cloud customers access nearly a billion customer profiles with data about their behavior, preferences, and other attributes to work with their target audience.

• Self-managed real-time customer experience - Oracle Marketing Cloud effectively leverages real-time events to create valuable customer experience.

• An open platform for the efficient use of the marketing ecosystem - through the extensive integration capabilities provided by hundreds of data providers, applications and sites, Oracle Marketing Cloud helps marketers effectively use existing technologies and quickly innovate.

• Covering the full spectrum of customer engagement - The product integrates uniformly with sales, service, and commercial management applications, enabling organizations to provide consistent, interconnected, and personalized brand interactions across any channel and device.

2014: Oracle Marketing Cloud Update

On August 15, 2014, Oracle announced an update to the Oracle Marketing Cloud service.

Among the key new products of Oracle Marketing Cloud:

• a method of expanding the audience to identify potential prospects;
• Additional built-in mobile features for customer interaction
• Content marketing capabilities that make it easier to create and distribute content in channels.

Oracle Marketing Cloud has strengthened the integration of a number of Oracle marketing solutions:

• Oracle Eloqua,
• Oracle Responsys,
• Oracle BlueKai,
• Oracle Content Marketing
• Oracle Social Marketing, which further strengthens Oracle Marketing Cloud's position as the industry's most complete marketing platform.

Improved messaging, content management, and mobility tools

• Automated creation of simulation models. Marketers and content managers can use Oracle BlueKai data management platform to create customizable simulation models based on the source data of the most profitable customers in order to find new promising consumer audiences. They can also use best-in-class modeling tools to have seamless access to multidimensional or multivariable modeling technology directly from Oracle BlueKai data management environment.

• Push notifications to deliver messages at the right time. Marketers can now send personal notifications to mobile devices through the Oracle Responsys Marketing Platform Cloud Service. This can be done separately or as part of multi-stage multi-channel marketing programs, further personalizing customer service in any customer-preferred interaction channel.

• Targeted content that could potentially be of interest. Marketers can now create consumer images that reflect the hallmarks of ideal customers. Moreover, these images can be easily activated in Oracle Eloqua Marketing Cloud Service as consumer segments to deliver personalized offers via email, mobile channels and social networks.

Simplified marketing with content creation tools

• Optimization of multichannel marketing management. User interface updates in Oracle Responsys Marketing Platform Cloud Service make it easier for marketers to organize customer service and digital interaction with them via the Internet, email, SMS, push notifications, social networks and advertising.

• Single view of marketing programs, campaigns, and content on the calendar. With Oracle Marketing Calendar, marketers can align content with programs and integrate activities from Oracle Content Marketing, Oracle Eloqua Marketing Cloud Service, and other marketing partner solutions.

• Optimizing the creation of e-mail messages. Improved capabilities of Oracle Responsys and Oracle Eloqua help marketers quickly create and test attractive and effective marketing e-mail messages. Working with standard templates and easily imported forms, or starting "from scratch," marketers can create personalized messages regardless of their technical skills.

Enterprise-wide data management, marketing processes, and automation

• Unified content management workflows across teams and key participants. New detailed rules in Oracle Content Marketing help marketers build accurate and efficient content creation and management workflows. Expanding the audience allowed to add and approve content simplifies mass content creation, which is a key element of today's marketing strategy.

• Optimize management and maintenance. The new Oracle Eloqua Marketing Operations Center helps marketers quickly analyze system performance and efficiency and easily complete the tasks of servicing large-scale marketing centers of global organizations.

• Exchange automation. -The SMS API Oracle Responsys interfaces are enhanced to support automated, software-controlled short SMS messaging.

Notes