Oracle is named a Leader in The Forrester Wave™ for Digital Experience Platforms, Q3 2021

July 21, 2021 | 4 minute read
Mark Grannan
Senior Principal Product Strategist, Oracle Advertising and CX
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Download The Forrester Wave™ for Digital Experience Platforms, Q3 2021

If you’re a Chief Digital Officer, the past 18 months have pushed you and your team to accelerate efforts, dramatically. Around the world, our customers and partners—almost overnight—had to embrace end-to-end digital-first operating models. Those agile enough to embrace this reality had a significantly better chance at surviving and thriving throughout the COVID-19 business environment.

In parallel, your customer—both B2B and B2C—is producing an ever-increasing “breadcrumb-trail,” digitally signaling their needs, meanwhile, privacy and compliance departments demand a thoughtful and considered approach of leveraging those signals. Digital teams are challenged to capture and analyze those signals to create clean, trusted customer profiles that drive dynamic, contextually relevant campaigns, content, and experiences. Doing this faster, better, and more efficiently than the competition is the simplest definition of digital experience agility.  

Many of these pandemic-induced changes will not likely disappear. Instead, these shifts will blend into a new model where a significant percentage of customers will prefer digital-first experiences, and consequentially, digital experiences will retain board-level focus and priority. However, “digital experience” is a broad remit. Embracing this new digital-first operating model will require marrow-deep coordination across front and back-office business leaders, agency and system integrator (SI) partners, and certainly centralized groups like IT. And yet, the payoff is priceless. Digital experience agility allows your brand to stay out in front of the competition and ahead of customers’ expectations.

The Oracle approach

At Oracle, we strive to be your strategic partner doing the heavy lifting in pursuit of agility. To achieve this, we take a different approach than our peers by providing every professional across the organization with the role-relevant, AI-enabled tools to create and deliver compelling, consistent customer experiences. We provide the same tools that we use ourselves in order to build our SaaS solutions for our customers and partners. Oracle customers and partners are getting to know this approach by another name: Redwood, which is our modern UX design system.

And because our unified data model drives consistent business operations across the enterprise, these digital-first customer experiences don’t grind to a halt once the customer-facing portion is complete. How many experiences turn sour when the marketing message fails to translate into a happy customer due to a failure of back or middle-office processes? Oracle is uniquely positioned to enable transformation across the enterprise, increasingly with an industry-first approach that provides out-of-the-box best practices, processes, and data models.

Oracle Advertising and CX focuses on connected solutions that solve critical business challenges. Oracle’s best-in-class experience services natively complement our SaaS portfolio and compete as best-in-breed offerings that plug into any heterogeneous technology stack.

Three experience-centric examples of this strategy:

  • AI-infused customer intelligence built on a 360-degree customer profile, including back office and third-party data enrichment, allows for intelligent segmentation based on both real-time and historical data.
  • Universal content hub supports the creation, management, and delivery of every asset type in context to the CX journey, with native connection to the data and applications driving experiences like Advertising, Marketing, Service, Sales, and Commerce.
  • Real-time, behavioral data collected via a unified tag to create rich unified behavioral profiles, allowing for real-time, cross-channel, personalized experiences and journeys.

We can’t and don’t stop with great products. Oracle’s world-class ecosystem of partners, customer services, flexible cloud-delivery, and value-aligned commercial model drive toward our singular goal: our customers’ success. We’re thrilled that customers and partners are co-investing with us to build a world-class program of unmatched quality.

And we believe we are validated in this vision. Forrester has named us a Leader and gave Oracle the highest possible scores in 19 out of 26 criteria in The Forrester Wave™: Digital Experience Platforms, Q3 2021. The Forrester report recognized that “Oracle is a good fit for companies that are looking for a suite of experience capabilities that are pre-integrated into the business objects managed by their Oracle enterprise applications...”

To learn more, download the complete report.

More innovations to come

We’re a leader, but we’re not letting up anytime soon. As a customer-centric organization, we thrive on helping our customers solve problems, and we’re honored to be a small part of your success. Oracle will continue innovating and delivering a system that combines our differentiated, unified platform approach with complete customer intelligence and prescriptive experiences for every professional across the enterprise.

To learn more about what we’ve been up to, view our latest Quarterly Update on Innovations for Advertising and CX.


Mark Grannan

Senior Principal Product Strategist, Oracle Advertising and CX

Mark Grannan is a senior strategist with Oracle Advertising and CX's Outbound Product Management team. Before Oracle, Mark focused on CX as a senior analyst at Forrester Research, where for much of the past decade he led the digital experience (DX) and content management (CMS) research areas. At Oracle, Mark helps steer and advocate Oracle's strategy for unification of applications and services across CX to drive customer and partner value and innovation.

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