Oracle Advertising and Customer Experience (CX)

Last updated
Oracle Advertising and Customer Experience (CX)
Developer(s) Oracle Corporation
Type Customer relationship management software, Customer experience software
License Proprietary
Website www.oracle.com/cx/

Oracle Advertising and Customer Experience (CX) is a suite of cloud-based applications offered by Oracle Corporation that includes tools for advertising, marketing, sales, e-commerce, customer service. [1] [2] [3]

Contents

History

Oracle's first customer relationship management (CRM) product, Oracle CRM, was released in 1998. [4] The product suite was later named Oracle Cloud CX. By 2021, Oracle CX had been combined with Oracle Data Cloud and became Oracle Advertising and Customer Experience (CX). [5]

In 2006, Oracle purchased Siebel Systems, [6] [7] and later expanded its Siebel CRM software, and on-premises tool, with its SaaS product, Oracle CRM on Demand. [8]

In 2012, the company acquired RightNow Technologies, [9] and Eloqua. [10] These acquisitions allowed Oracle to develop a suite of CX cloud-based software. [10] The acquisition of BigMachines for CPQ in 2013, [11] and TOA Technologies for field service in 2014, [12] added more CX cloud-based capabilities. TOA provides end-to-end service tracking for employees and contractors working out in the field, and BigMachines focuses on sales processes. [11] [12]

In 2017, Oracle released its Adaptive Intelligent Applications (AI Apps) for its CX platform, with plans to expand AI functionality to all of its existing capabilities, including CX, HCM, ERP and supply chain. [13] [14] The applications access first-party data from a company's commerce cloud and combine it with third-party data from the Oracle Data Cloud (now Oracle Advertising) to give companies insights into customer behavior and purchasing decisions. [14] Oracle also acquired Moat, an ad measurement company, in 2017. [15]

In September 2019, Oracle released CX cloud application updates that included digital assistants for sales, service, and marketing teams; integration with Oracle DataFox; and capabilities for telecom and media customers, financial services customers, and public sector customers. [16] In October 2019, the company acquired CrowdTwist, a customer loyalty platform, and merged it with Oracle's CX cloud. [2] In November 2019, the company added customer data management (CDM) to its Service Cloud. [17]

In March 2021, Red Bull Racing chose Oracle as its official cloud infrastructure partner. Under the partnership, Red Bull Racing uses Oracle's CX applications to give fans access to racing statistics and metrics. [18] In 2022, the team name changed to Oracle Red Bull Racing. [19] [20]

In May 2021, Oracle released in-game measurement within Oracle Moat Measurement. [21] It allows companies to measure the effectiveness of ads that appear in 3D video games. [21] [3] Oracle also updated its Subscription Management product. [22]

Applications

The following applications and products are included in Oracle Advertising and CX: [13] [23]

Oracle Advertising

Products include:

Oracle Marketing

In 2012, Oracle acquired Eloqua (now Eloqua Marketing Automation), which gave the company more B2B capabilities. [10] Then in 2013, it acquired Responsys, which became part of its B2C marketing. Responsys was integrated into what was then the Oracle Marketing Cloud and Oracle Customer Experience Cloud. [27] As of 2021, it is now Oracle Responsys Campaign Management. [28]

In September 2021, the company announced Oracle Fusion Marketing. This product uses artificial intelligence to automate the B2B marketing campaign and lead generation process. [29]

Other marketing capabilities include:

Oracle Sales

The Sales' user interface supports smart lists, infolets, and an advanced search. [30] Sales' tools support customer data management, sales cataloging, sales force automation, sales prediction, sales forecasting, analytics, and communication between sales teams and customers. [4]

Other products include:

Oracle Service

In February 2021, Service was updated with a new interface and data set. The application also added a digital customer service assistant. [30] A May 2022 update allowed Service to embed data from the Oracle Unity Customer Data Platform. [32]

Products include:

Related Research Articles

Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information.

<span class="mw-page-title-main">Oracle Corporation</span> American multinational computer corporation

Oracle Corporation is an American multinational computer technology corporation headquartered in Austin, Texas, United States. In 2020, Oracle was the third-largest software company in the world by revenue and market capitalization. The company sells database software and technology, cloud engineered systems, and enterprise software products, such as enterprise resource planning (ERP) software, human capital management (HCM) software, customer relationship management (CRM) software, enterprise performance management (EPM) software, and supply chain management (SCM) software.

Siebel Systems, Inc. was a software company principally engaged in the design, development, marketing, and support of customer relationship management (CRM) applications—notably Siebel CRM.

<span class="mw-page-title-main">Salesforce</span> American software company

Salesforce, Inc. is an American cloud-based software company headquartered in San Francisco, California. It provides customer relationship management (CRM) software and applications focused on sales, customer service, marketing automation, e-commerce, analytics, and application development.

Oracle Applications comprise the applications software or business software of the Oracle Corporation both in the cloud and on-premises. The term refers to the non-database and non-middleware parts. The suite of applications includes enterprise resource planning, enterprise performance management, supply chain & manufacturing, human capital management, and advertising and customer experience.

<span class="mw-page-title-main">RightNow Technologies</span> Software company

Oracle RightNow is a customer relationship management (CRM) software service for enterprise organizations which is part of Oracle Service. It was originally developed by RightNow Technologies, Inc., which was acquired by Oracle Corporation in 2011 in a $1.8 billion deal.

<span class="mw-page-title-main">BigMachines</span> Configure, price, quote cloud software owned by Oracle

BigMachines, now Oracle Configure, Price, Quote (CPQ), was a software company founded in 2000 by Godard Abel and Christopher Shutts, which was acquired by Oracle in 2013. The software is designed to integrate with enterprise resource planning (ERP), customer relationship management (CRM), and other business systems to help companies automate the sales process. It specializes in software for configure, price and quote (CPQ). It can be used by internal teams, channel partners, VARs, distributors, customers, and outside representatives and partners.

InsideView is a software as a service (SaaS) company that gathers insights and relationships to provide analytics on marketing to customers. Founded in 2005, InsideView is mainly used by marketing, sales, and operations teams in identifying and gathering information on customers and prospects. In April 2021, the company was acquired by Demandbase, Inc.

<span class="mw-page-title-main">NetSuite</span> Technology company

NetSuite Inc. is an American cloud-based enterprise software company that provides products and services tailored for small and medium-sized businesses (SMBs) including accounting and financial management, customer relationship management, inventory management, human capital management, payroll, procurement, project management and e-commerce software. NetSuite was founded in 1998 with headquarters in Austin, Texas. The company is widely seen as the first cloud computing software company, with its founding pre-dating that of Salesforce.com by about a month. Oracle Corporation acquired NetSuite for approximately US$9.3 billion in November 2016. The Oracle NetSuite Global Business Unit is managed by Executive Vice President Evan Goldberg as "Oracle’s Cloud ERP for Small and Mid-sized Enterprises with the ability to scale to Fortune 500 firms."

<span class="mw-page-title-main">SAP CRM</span> CRM technology software

The SAP CRM applications were initially integrated on-premises customer relationship management (CRM) software manufactured by SAP SE which targeted business software requirements for marketing, sales and service for midsize and large organizations in all industries and sectors. The first SAP CRM release 2.0 has been made generally available in November 2000. The current release 7.0 has been updated with quarterly enhancement packs (EHPs) since 2009.

Oracle Fusion Applications (OFA) are a suite of applications built on Oracle Cloud that include cloud-based applications for enterprise resource planning (ERP), enterprise performance management (EPM), supply chain management and manufacturing (SCM), human capital management (HCM), and customer experience (CX).

Oracle CRM is a customer relationship management system created by Oracle Corporation. It includes a number of different cloud applications that can be deployed together or used individually to analyze customer data and help companies connect and manage sales, marketing, and customer support.

Oracle Advertising, formerly Datalogix, is a cloud-based consumer data collection, activation, and measurement platform for use by digital advertisers. Datalogix was a consumer data collection company based in Westminster, Colorado that provided offline consumer spending data to marketers. In December 2014, Oracle signed an agreement to acquire Datalogix. After the acquisition, Datalogix's name changed to Oracle Data Cloud, which later became Oracle Advertising. Oracle Advertising is part of the Oracle Advertising and Customer Experience (CX) application suite.

Marketing automation refers to software platforms and technologies designed for marketing departments and organizations to more effectively market on multiple channels online and automate repetitive tasks.

Oracle BlueKai Data Management Platform, formerly BlueKai, is a cloud-based data management platform which is a part of Oracle Marketing that enables companies to personalize online, offline, and mobile marketing campaigns. BlueKai was created in 2008 by Omar Tawakol, Alexander Hooshmand, and Grant Ries, as a marketing tech start-up based in Cupertino, California. It was acquired by Oracle on February 24, 2014, for approximately $400 million.

<span class="mw-page-title-main">Insightly</span> American computer technology company

Insightly, Inc. is a private computer technology company headquartered in San Francisco, California.

Microsoft Dynamics 365 is a product line of enterprise resource planning (ERP) and customer relationship management (CRM) intelligent business applications announced by Microsoft in July 2016 and released on November 1, 2016. It was formerly Microsoft Dynamics.

<span class="mw-page-title-main">Oracle Cloud</span> Cloud computing service

Oracle Cloud is a cloud computing service offered by Oracle Corporation providing servers, storage, network, applications and services through a global network of Oracle Corporation managed data centers. The company allows these services to be provisioned on demand over the Internet.

Oracle Cloud Human Capital Management is a cloud-based HCM software application suite for global HR, talent, and workforce management released by Oracle Corporation in 2011.

Creatio is a global vendor of software to automate workflows and a CRM with no-code development.

References

  1. ↑ "Oracle enhances customer experience platform with a B2B refresh". TechRepublic. February 10, 2021.
  2. 1 2 "Oracle buys customer loyalty platform CrowdTwist". ZDNet. October 2, 2019.
  3. 1 2 "Oracle announces in-game ad measurement technology in new CX portfolio update". ZDNet. May 12, 2021.
  4. 1 2 "Oracle Customer Experience Cloud (Oracle CX Cloud)". TechTarget. October 2020.
  5. ↑ "Third-party cookie cull: Ready for the cliff-face?". The Drum. May 20, 2021.
  6. ↑ "Tom Siebel's AI Software Firm Is About to List Via IPO. Approach With Caution". Barron's. December 3, 2020.
  7. ↑ "CRM Made Simple". Inc. January 1, 2007.
  8. ↑ "Oracle Integrates CRM On Demand with Siebel". Destination CRM. September 1, 2008.
  9. ↑ "Oracle Finalizes RightNow Purchase, Positions Public Cloud to Compete with SalesForce". CMSWire. January 26, 2012.
  10. 1 2 3 "Oracle to Buy Eloqua in $810 Million Deal". The Wall Street Journal. December 20, 2012.
  11. 1 2 "Oracle Buys BigMachines, Increasing Cloud-Based Sales Functionality". CMSWire. October 24, 2013.
  12. 1 2 3 "Oracle acquires TOA Technologies for Field Service SaaS". Telecoms. August 1, 2014.
  13. 1 2 "Oracle brings 'Adaptive Intelligence' to Customer Experience applications". ZDNet. April 26, 2017.
  14. 1 2 "Oracle launches Adaptive Intelligent apps for CX". ZDNet. May 1, 2017.
  15. ↑ "Oracle acquires ad measurement company Moat". TechCrunch. Retrieved 2021-11-08.
  16. ↑ "Oracle updates SaaS tools with more AI, more industry-specific features". ZDNet. Retrieved 2021-11-08.
  17. ↑ "Oracle launches new B2B sales solution, new CDM for Oracle Service Cloud". MarTech. November 14, 2019.
  18. ↑ "Oracle empowers Red Bull Racing with data-driven innovations". ITP. March 28, 2021.
  19. ↑ Hensby, Paul (2022-08-02). "Honda, Red Bull Racing Extend Technical Support Agreement until End of 2025 Season". The Checkered Flag. Retrieved 2022-08-18.
  20. ↑ "Oracle signs F1 title sponsorship deal with Red Bull". Reuters. 2022-02-09. Retrieved 2022-08-18.
  21. 1 2 3 "Oracle announces 3D game ad performance metrics". MarTech. May 12, 2021.
  22. ↑ "Oracle releases update to its subscription management platform". TechRepublic. May 12, 2021.
  23. ↑ "Oracle launches first ad measurement technology for 3D in-game environments". Exchange4Media. May 13, 2021.
  24. ↑ "The Crawl, Walk, Run Guide To Contextual Targeting". AdExchanger. 2021-02-10. Retrieved 2021-11-01.
  25. ↑ "Data Onboarding: Bringing Offline Data Online". MartechVibe. 2021-10-05. Retrieved 2021-11-01.
  26. ↑ "Oracle and Amazon Help Advertisers Engage Online Shoppers". 2021-07-07. Retrieved 2021-11-01.
  27. ↑ "Oracle's Responsys Buy A 'Huge' Move Into B2C Marketing". 2013-12-20. Retrieved 2021-11-01.
  28. ↑ "Gartner highlights leaders, visionaries in the multichannel marketing tech field" . Retrieved 2021-11-01.
  29. ↑ "Oracle Launches AI-Enabled System To Automate Lead Generation and Qualification" . Retrieved 2021-11-01.
  30. 1 2 "Oracle Announces New CX Platform Updates". www.demandgenreport.com. Retrieved 2021-11-01.
  31. ↑ Chai, Wesley. "What is Oracle Customer Experience Cloud (Oracle CX Cloud)?". TechTarget. Retrieved 2022-08-23.
  32. ↑ Jepma, William (2022-05-13). "Top MarTech News From the Week of May 13th: Updates From ON24, Zoho, Salesforce, and More". Top CRM and Customer Relationship Management, Vendors, Companies, & Solutions. Retrieved 2022-08-23.
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