X

Welcome to the Oracle Modern Marketing Blog:
The latest in marketing strategy, technology, and innovation.

Recent Posts

Product News

Build the Future of Business with Oracle Cloud Applications: Join us for Oracle Live March 24

As we look forward to a bright future in a post-pandemic world, now is a great time to reflect on the lessons learned in the last 12 months. Despite the disruption businesses faced in 2020, many of our customers used this time to better position themselves for the future using Oracle Cloud Applications. They used the past year of uncertainty as an opportunity to transform, prioritizing technology innovations for both resilience and growth. Steve Miranda, Oracle Executive Vice President, Applications Product Development and his development leaders hosted an exclusive virtual event at Oracle Live: Build the Future of Business with Oracle Cloud Applications. Watch highlights of #OracleLive to learn the lessons of the last months and how innovations across our Fusion Cloud Applications Suite can help you to improve your business across your finance, supply chain, human resources, and customer experience functions. Hear how our customers including Marriot International, Vanguard, and Broadcom responded to this time of uncertainty by partnering with Oracle as their innovator of choice. We highlight traits of companies that have pivoted forward and apply them to help you build the future of your business. Featured Speakers: Steve Miranda Executive Vice President, Applications Development, Oracle   John Bendl Principal, Funds Chief Financial Officer & Chief Accounting Officer, Vanguard Andy Nallappan Chief Technology Officer and Head of Software Business Operations, Broadcom Karen Nelson Senior Vice President, HRIS and Compensation, Marriott International   Rick Jewell Senior Vice President, SCM Applications Development, Oracle   Chris Leone Senior Vice President, HCM Applications Development, Oracle   Holly Simmons Vice President, CX Product Management, Oracle   Mazahir (Maz) Songerwala Senior Vice President, Cloud Service Excellence, Oracle   Rob Tarkoff Executive Vice President and General Manager, Oracle Advertising and Customer Experience   Catherine You Vice President, ERP Applications Development, Oracle Now is the time to build the future of business with Oracle Cloud Applications. Watch the replay here.    

As we look forward to a bright future in a post-pandemic world, now is a great time to reflect on the lessons learned in the last 12 months. Despite the disruption businesses faced in 2020, many...

Data-Driven Marketing

“Oracle Is at Its Best in Online Testing…” According to Forrester Report

Not so long ago, the number of touchpoints a customer had with a company was quite limited. As a result, their journey from discovery to purchase was relatively linear. With the digital advance, the number of touchpoints has grown exponentially.  These days, customers zigzag from discovery to purchase and they demand more and more personalized experiences. As the world becomes more complex, the ability to understand what customers really want is even more important. Regrettably, this has also become more challenging at the same time. A/Bn and multivariate testing Testing (A/Bn and multivariate), —that is being able to isolate changes and understand their impact is crucial in this context. Testing is also a means to personalization. The most successful brands on the web have mastered the art of continuous testing and tweaking to tailor the experiences to an individual and really deliver what the user needs at every step of their engagement journey. To understand if a change was impactful, the platform must be able to express its statistical significance of a default experience vs an alternative (test). Given key decisions will be based on the outcomes of these tests, it’s important there is full confidence in the statistical capability powering these platforms so that the results are both reliable as well as trustworthy. This means it must be able to cope with mid-test changes, continuous monitoring to avoid false positive inflation (user error), and auto test completion. Cross channel optimization In addition, when testing alternative experiences, it’s important it’s done across all channels and not just the web. Shoppers may access a website, mobile app, in-store web terminal, IoT, social channels, or search engine marketing etc. Cross-channel testing ensures the impact across all the various channels is understood and optimized. As testing has moved from an expert skill set into a core toolset for most marketers and product managers, platforms have to innovate to remain relevant. Oracle Maxymiser Testing and Optimization possesses the complete toolset required to help customers not only to personalize the experience but also understand and validate the impact of all these changes, both cross channel (web, app, IoT, server side) as well as in highly secured environments.  To provide peace of mind, it is powered by a market leading Group Sequential approach and marketer-friendly visual editor. Its advanced targeting rules and real-time intelligence ensure even the most complex scenarios can be catered for. These tools allow our customers to target at a high-fidelity level and deliver 1:1 personalization at scale. The combination of Oracle Maxymiser, Oracle Infinity, and Oracle Marketing Recommendations serve billions of experiences per year and make a compelling offering to deliver on advanced cross channel testing and personalization use cases in a self-serve way. Recognition of Oracle’s capabilities Oracle is tied for the highest score in the online testing criterion in The Forrester Wave™: Experience Optimization Platforms, Q4 2020 report.  The Forrester report noted: “Oracle shines with real-time, high-fidelity, cross-channel data collection; the application of AI and machine learning to real-time data streams; and the ability to optimize experiences on the fly.”  The report also states, “Oracle is at its best in online testing, and it also has strong behavioral targeting and recommendations capabilities. Its innovative use of machine learning for creating predictive models, segment discovery, and other capabilities to help users make smarter optimization decisions is impressive… The product has a wide enterprise appeal and is a great fit for many types of users, including marketers, e-commerce professionals, product teams, and developers.” We are thankful to our global and growing customer base across a wide variety of industries for believing in our capabilities and vision. We’re excited about all the new product launches we have lined up for 2021. To learn more about Oracle's offerings around optimizing customer experiences, please visit: Oracle Maxymiser Testing and Optimization Maxymiser Product Tour Oracle Infinity Behavioral Intelligence Oracle Marketing

Not so long ago, the number of touchpoints a customer had with a company was quite limited. As a result, their journey from discovery to purchase was relatively linear. With the digital advance, the...

Marketing Automation

"Oracle Impresses with AI" According to Forrester's Experience Optimization Wave Evaluation

Optimizing experiences to match customer preferences, tastes, and behavior is an integral part of modern-day marketing. Customer journeys have changed significantly over the past few years. One size does not fit all, and brands need to respond in real-time, for each customer, at scale, and in an automated fashion. At Oracle Marketing, this thinking shapes our strategic vision around connected data and connected intelligence. We recognized early that real-time data and AI sit at the core of marketing transformation. Through our Oracle Infinity Behavioral Intelligence and Maxymiser Testing and Optimization products, we are on a mission to help brands optimize customer lifecycle engagement through understanding real-time user behavior at a granular level and automating the decision-making process for marketers. Our efforts are being noticed, with Forrester writing "Oracle impresses with AI" in a recent Experience Optimization Wave report. Optimizing the customer experience with AI  AI is transforming many activities and industries, from driving to medicine to writing emails. Machine learning-based algorithms help humans make smart decisions quicker, lower the cognitive load, and improve the productivity and effectiveness of the task. Even in creative fields, state of the art language models, such as GPT-3, are writing full-fledged articles and novels and generating synthetic images for use in marketing campaigns. At Oracle Marketing, we've made a significant investment in data science, which is now making a dent for customers across all our products, giving them the ability to: Decide whether and when to send an email/message to a customer Pick the right channel to send that message Predict subject lines that best deliver the message When a user visits a website, our unified CX Tag helps us have real-time understanding of user behavior and intent using clicks, scrolls, downloads, views, dwell-time, and numerous other parameters. Our machine learning models can act upon this wealth of high-fidelity data at sub-second latency, predict users' next actions, recommend appropriate products (or content or offers), and optimize experiences on-the-fly. We have built a machine learning framework to allow any developer or data scientist to quickly roll out their algorithmic models and iterate rapidly on them. This framework underpins our data science across the entire Oracle Marketing stack. The Forrester Wave™: Experience Optimization Platforms, Q4 2020 report gave us 5.0/5.0 scores in the criteria of product vision and experience optimization technique innovation. We're also thankful to our customers for validating our approach and excited about all the new product launches we have lined up for 2021. To learn more about Oracle's offerings around optimizing customer experiences, please visit: Oracle Maxymiser Testing and Optimization Oracle Infinity Behavioral Intelligence Oracle Marketing

Optimizing experiences to match customer preferences, tastes, and behavior is an integral part of modern-day marketing. Customer journeys have changed significantly over the past few years. One size...