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As the world of marketing has been making the steady shift towards cloud technology, Oracle pushes that shift much further with their announcement today regarding the acquisition Datalogix.

This is a reoccurring trend with today’s businesses, the trend of organizations moving to technology solutions and services that are cloud based. This is not limited to just the marketing space. Aberdeen research shows that organizations with cloud solutions reported at 16% improvement in time-to-decision over the past year (The Next Generation of Cloud FP&A: Simple, Collaborative, and Real-Time, October 2014). In addition, contact centers that are deployed in the cloud are 4.4% increase in customer retention, compared to 2.3% decrease year over year in the same metric by on-premises contact centers (Optimizing the Customer Experience Through Cloud Contact Centers, July 2014). And take Adobe, with the launch of the Creative Cloud a few years ago, steering away completely from a hard-copy software.

Oracle has made a conscious effort to create a holistic experience for marketers. Having access to all the software and technology to facilitate an omni-channel and personal experience, that is affordable to businesses to achieve. As the press release states, the acquisition of Datalogix “Oracle data cloud will provide data-driven marketers the most valuable targeting and measurement solution available.” In addition, Oracle will now “deliver comprehensive consumer profiles based on connected identities that will power personalization” supporting the transitions we’ve seen across multiple industries.

According to Omer Minkara, Research Director – Aberdeen Group, Contact Center & Customer Experience Management, believe that this  shows that the acquisition is aimed to strengthen Oracle’s ability to generate consumer insights – by connecting offline and digital interactions. This can be considered as an add-on to their acquisitions of Eloqua, BlueKai and Responsys. With Eloqua acquisition, Oracle established a platform to enable targeted B2B-oriented marketing campaigns. The acquisition of Responsys expanded these capabilities to also include B2C firms that often have their unique challenges and goals. Adding BlueKai capabilities within Oracle Marketing Cloud helped enhance the quality of data to drive more targeted and timely campaigns in B2B and B2C markets. However, to drive a truly omni-channel message (a requirement to delight customers and achieve maximum results), integration between offline and digital data is a must. To this point, the acquisition of DataLogix has the potential to expand the customer targeting capabilities provided by Marketing Cloud towards an omni-channel model. DataLogix has roots in offline (in-store and branch) transactional data. Therefore using the strengths of this and other acquisitions will help Oracle bridge the gap between offline and digital customer interactions to deliver truly omni-channel marketing messages within both B2B and B2C markets.

Read the full press release.

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