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Oracle Selected as Strong Leader Among Digital Marketing Platforms

Kaila Garrison
Product Marketing Manager

Recently, Ovum, a leading market research firm, released their latest report: Ovum Decision Matrix: Selecting a Digital Marketing Platform, 2015-16. This report evaluates what Ovum considers to be the leading digital marketing platforms serving the global enterprise marketplace and is based on reviews of more than 200 features functions across six key platform attribute areas, including: cross-channel communications, analytics and personalization, and data management

And, we are pleased to share that Oracle is recognized as a Strong Leader.

The Oracle Marketing Cloud provides one place for marketers and advertisers to connect relevant data, create engagement, and orchestrate individual customer experiences based on customer behavior. Built on an open platform, the Oracle Marketing Cloud helps marketers immediately leverage hundreds of digital innovations from application, paid media, and audience data providers.

Below showcases Oracle as a strong leader on the matrix plotted on Strategy and Technology. What the chart does not show, however, is the overall direction of the market. “IBM has progressed little in recent times, whereas Oracle has improved its overall Marketing Cloud proposition into a more coherent and compelling entity which it is now leveraging into its large enterprise installed base.” (Page 8)

Over the last year, we’ve focused heavily on deepening our integrations across the Oracle Marketing Cloud and embracing the convergence of marketing technology and advertising technology. And, our success is apparent as Ovum states: “Oracle Marketing Cloud is a strong performer across all of the six feature/function scoring areas, with few apparent weaknesses. Oracle Marketing Cloud offers a depth and breadth of functionality and is second only to SAS in Ovum’s technology assessment. Integration between Oracle’s many acquisitions has improved and Oracle Marketing Cloud also links into Oracle’s larger enterprise cloud portfolio for a complete end-to-end enterprise business solution.”  (Page 9)

The Ovum Decision Matrix further reviews each vendor with a radar diagram and a SWOT Assessment. As you can see below, Oracle has all-around strengths in all three radar diagrams.

Additional highlights of this report showcase Oracle’s vision to connect online and offline interactions to one customer, bridge anonymous and known marketing, and adapt with behavior-based orchestration.

Ovum Decision Matrix: Selecting a Digital Marketing Platform Highlights:

Strong underlying technology story. Oracle offers a complete, end-to-end, one-stop-shop “red stack” of hardware, software, and services, and its cloud applications are built upon the open industry standards of SQL, Java, and HTML5.

Data-as-a-Service is a key service differentiator. Oracle’s acquisition of the data management providers BlueKai and Datalogix provides the foundation for its Data-as-a-Service (DaaS) offering. This is a key differentiator. The Oracle BlueKai Audience Data Marketplace aggregates data from more than 350 data providers globally to provide anonymous online profile information and purchasing intent for more than 700 million consumers.

The Oracle Marketing Cloud is part of a complete enterprise solution. Oracle aligns its Marketing Cloud with the big picture of total customer communications and business-wide customer-centric automation embodied in Oracle Customer Experience (CX). The Oracle CX Portfolio includes Oracle Marketing, Oracle Commerce, Oracle Sales, Oracle Service, and Oracle Social. The overarching Oracle Cloud Software-as-a-Service suite includes not only sales, marketing, social, and customer service, but also back-office applications such as HR and enterprise resource planning.

Wide and deep product range. Oracle’s ambition to lead the digital platform market is strong, as it has demonstrated by investing more than $5bn to acquire some of the best digital marketing vendors, including Eloqua, Responsys, BlueKai, and Datalogix. It can now justifiably claim to cover most, if not all, digital marketing functional requirements with a wide and deep product range.

To learn more about Oracle Marketing Cloud as a Strong Leader, download the Ovum Decision Matrix: Selecting a Digital Marketing Platform, 2015-16.


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