Oracle Advertising and Customer Experience (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]

Oracle Advertising and Customer Experience (CX)
Developer(s)Oracle Corporation
TypeCustomer relationship management software, Customer experience software
LicenseProprietary
Websitewww.oracle.com/cx/

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 Moat: allows advertisers to measure ad performance in 3D video games.[21]
  • Contextual Intelligence (formerly GrapeShot): provides brand safety and verification, as well as contextual targeting.[24]
  • OnRamp: an automated onboarding platform [25]
  • Audiences[26]

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:

  • Content management
  • Data management platform (DMP)
  • Customer data platform
  • Testing and optimization
  • Behavioral intelligence
  • Audience segmentation

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:

  • Subscription management
  • Sales automation
  • Commerce
  • Partner relationship management
  • Configure, price, quote
  • Sales force automation[31]

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:

  • Field service: Oracle acquired TOA Technologies, a field service specialist, in 2014.[12]
  • Knowledge management
  • Intelligent advisor

References
  1. "Oracle enhances customer experience platform with a B2B refresh". TechRepublic. February 10, 2021.
  2. "Oracle buys customer loyalty platform CrowdTwist". ZDNet. October 2, 2019.
  3. "Oracle announces in-game ad measurement technology in new CX portfolio update". ZDNet. May 12, 2021.
  4. "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. "Oracle to Buy Eloqua in $810 Million Deal". The Wall Street Journal. December 20, 2012.
  11. "Oracle Buys BigMachines, Increasing Cloud-Based Sales Functionality". CMSWire. October 24, 2013.
  12. "Oracle acquires TOA Technologies for Field Service SaaS". Telecoms. August 1, 2014.
  13. "Oracle brings 'Adaptive Intelligence' to Customer Experience applications". ZDNet. April 26, 2017.
  14. "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. "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. "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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