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Salesforce and Amazon are both planning on entirely eliminating Oracle software from crucial business systems and replacing it "with open-source database software alternatives," reports The Information. Oracle Founder and CTO Larry Ellison's colorful remarks about the companies in the past is said to have impacted the move.
Amazon already transitioned two internal databases that take care of its e-commerce operation to open-source NoSQL, reports Bloomberg. Salesforce is developing an internal database — code-named "Sayonara" — for its customer management and marketing automation software. Salesforce plans to end its reliance on Oracle by 2023.
Oracle's database is currently considered the top in the world, according to The Information, but its reputation is overshadowed by price. There are now cheaper alternatives for customers.
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Oracle announced a variety of new features and tools within its Customer Experience Cloud Suite, including new chatbot and adaptive artificial intelligence (AI) capabilities. The company said the new chatbot capabilities will enable users to promote engagement by asking—and intelligently answering—customer questions on both text and voice-driven platforms such as Facebook Messenger and Amazon Alexa.
Oracle also unveiled other updates to its cloud offerings, including:
- The launch of Oracle Content and Experience Cloud
- A new integration between Oracle Marketing Cloud and LinkedIn Campaign Manager, which positions users to convert unknown prospects into known buyers, retarget buyers with relevant digital ads, enrich buyer profiles and optimize digital ad spend on LinkedIn; and
- New video and social messaging capabilities
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Certain, an enterprise event automation solution, has announced the launch of Certain Oracle Eloqua Edition with EventStream. The company said the new addition offers a complete, bi-directional integration and real-time marketing from within Oracle Eloqua.
With the Certain Oracle Eloqua Edition with EventStream, marketers are able to:
- Launch highly targeted campaigns directly from Oracle Eloqua;
- Deliver autonomous event marketing campaigns;
- Set up one event in a series and replicate all campaign elements for every future events in a series; and
- Leverage event and attendee participation data, such as event location, event dates, registration status, session participation and attendee preferences.
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The new enhancements to Oracle Eloqua and Oracle Content Marketing enable marketers to:
- Find, track and share content across the organization: The new Content Portal allows cross-functional sales and marketing teams to find and utilize the right content at the right time using search criteria including Sales Stage, Buyer Persona, Content Type and custom fields.
- Improve speed to lead and data normalization: The new Program Canvas empowers marketers to quickly set up data transformations and data normalization workflows. A new Listener Framework makes the data workflows dramatically faster and more responsive by listening to lead scoring models, forms and new contact creation events to give marketers the ability to be more responsive to critical prospect behaviors.
- Streamline and simplify responsive content creation: Slated for planned release in early CY 2017, the new Responsive Content Editor helps marketers make content more meaningful and responsive by removing technical roadblocks.
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"In an effort to get attention in the crowded marketing cloud arena, Oracle is launching a new campaign built from the ground up using its own marketing tech solution.
Oracle's b-to-b campaign, called "The Power of One" is in effect, a case study of its marketing cloud, using its own platform across multiple capabilities in its stack to create a single coordinating story as an example of what potential clients can do.
The global campaign is the first to tap Oracle's marketing solution in this way, especially in the microsite where reports, guides and case studies are not only organized by capability. It also uses progressive profiling and retargeting to create personalized experiences for each customer -- just like the kind of experience it wants to give marketers for their own customers."
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Recent pushes by both Salesforce and Oracle into the artificial intelligence (AI) space have stirred conversations around its potential in the B2B landscape. Both companies are expecting AI to provide users technology that can continuously learn and adapt to enhance how marketing and sales teams produce and execute campaigns.
With the ability to make intelligent decisions based on data and behavior triggers, Oracle states that it will help users streamline business tasks and provide them with individualized recommendations for engaging with prospective customers. The announcement, named Adaptive Intelligent Applications, was made at the company’s annual OpenWorld Conference and came shortly after Salesforce unveiled its Einstein project, which will incorporate AI into its core cloud offerings.
Both moves highlight the growing importance of analytics within B2B organizations, and advancements in technology position users to maximize the data they are gathering from target accounts and buyers.
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Oracle is beefing up its Marketing Cloud, with announcements of an updated interface for coordinating multichannel campaigns and a new testing tool for mobile apps.
This week, the tech giant said its Program Canvas in the consumer-focused Responsys was being updated with a new name of Orchestration Canvas, a new look and the addition of web and mobile web. Also unveiled: a Mobile App Visual Editor in Oracle Maxymiser, the tool in the Marketing Cloud that enables A/B and multivariate testing via a drag-and-drop interface. Before, Oracle users could not easily test alternatives in apps.
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One of the more interesting announcements this week at Oracle OpenWorld is around its Adaptive Intelligent Applications. Steve had said
Some of the apps being planned in this category are
- Smart Offers and Actions
- Best Fit Candidates
- Best Value Freight
- Optimized Payment Terms
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B2B predictive analytics platform Radius announced that a new solution is now available on the Oracle Cloud Marketplace, aimed at giving B2B marketers expanded capabilities through OracleEloqua.
This new combined solution gives Oracle customers the ability to add net-new prospects from top performing Radius segments directly into Oracle Marketing Cloud, allowing them to build personalized campaigns for segments and prioritize the best inbound and existing prospects within OracleEloqua.
The combined solution also enhances marketers’ ability to personalize campaigns built for Oracle Marketing Cloud segments using data from the Radius Business Graph, taking cues from account signals such as product technologies in use, social presence, firmographics, recent trigger events and buying intent indicators.
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In an effort to improve the targeting capabilities of its B2B user base, Oracle Data Cloud unveiled its B2B audience data marketplace solution. The company states that the solution will provide users access to more than 400 million business profiles and more than one million U.S. companies for easier account-based targeting.
The solution integrates data from Oracle BlueKai, Datalogix and AddThis, according to the company. Partnerships with B2B data providers such as Bombora and Dun & Bradstreet — as well as predictive analytics from Leadspace — also offer users access to more than 700 Oracle B2B audience statements and more than 4,000 pre-built audiences from partners.
Oracle noted that the new solution can also provide:
Information on companies that have purchased a specific solution in the past;
Insight into professionals who have attended or are considering attending specific industry events; and
The ability to upload and reach their prospect and customer databases through digital marketing campaigns.
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Oracle’s 9.3B acquisition of Netsuite came as no surprise to valley insiders. The surprise came as how badly Oracle sought cloud revenue and to bring a friendly partner back into the family. Constellation sees the following for the buy side:
- Battle for cloud revenue continues. Oracle as with every cloud vendor is seeking to grow their subscription revenues. Netsuite brings almost 800M in revenue and grows the overall market share.
- Serves the mid market and divisions in an end to end capacity. Netsuite gives the Oracle customer an integrated cloud ERP, CRM, and commerce suite.
- Addresses gaps in Oracle’s Industry Cloud strategy. Netsuite’s core has been strong in manufacturing, retail, commerce, and professional services. While Oracle addresses these products in an on-premises model, Netsuite’s cloud approach fills holes in Oracle’s cloud strategy in key verticals.
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Per NetSuite’s latest proxy, filed in April, Larry Ellison owned 39.7% of NetSuite’s outstanding shares at that time. The shares are held by an entity called NetSuite Restricted Holdings LLC.
In a deal that’s been long rumored, Oracle is buying NetSuite, a cloud software company backed by Oracle executive chairman Larry Ellison.
Mark Hurd, chief executive officer of Oracle, said in Thursday’s announcement, “Oracle and NetSuite cloud applications are complementary, and will coexist in the marketplace forever. We intend to invest heavily in both products—engineering and distribution.”
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The urgency to transform marketing has never been higher. Pressure to deliver business results is mounting. Consumer technology adoption is accelerating changes in buying behavior and increasing the desire for personalized experiences. It’s time to transform how you use data, technology, and content to deliver more meaningful customer experiences at every touch point. Learn from 20 progressive CMOs and senior digital marketing executives about building more effective Modern Marketing teams.
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Oracle’s Marketing Cloud is today offering account-based marketing (ABM) lead acquisition, and a deeper integration with topic-based data from its January acquisition of social insights platform AddThis.
Business data is enhanced so that marketers can target specific companies in an industry and individuals within those companies. This is being made possible by the direct integration of B2B data from Oracle’s data management platform (DMP), BlueKai, into the Marketing Cloud.
In addition to BlueKai, there is also a new integration with account-based marketer Demandbase, which is providing Marketing Cloud-specific info. Also new: additional functions for scoring, nurturing, tracking and messaging accounts and an ability for B2B marketers to more easily check the completeness and validity of incoming data.
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Predictive sales and marketing platform Infer has integrated with the Oracle Eloqua platform for a predictive behavioral modeling solution. The new feature is designed to help companies identify and prioritize which deals are most likely to close. Infer also announced an updated behavioral scoring solution for companies using Oracle’s Eloqua marketing automation system.
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Demandbase has partnered with Oracle Marketing Cloud to introduce an account-based marketing automation (MA) solution. Called Demandbase Account-Based Marketing Automation, the solution will position B2B marketers to implement account-specific campaigns directly in Oracle Eloqua Marketing Automation. Customers are currently beta testing the new solution.
The new solution, which is built on the Oracle Marketing AppCloud Framework, will enable B2B marketers to use Oracle Eloqua to accomplish multiple tasks, including:
- Eliminating online form fields and dynamically appending records with more accurate and standard account data;
- Appending historical lead and contact data with standardized account data;
- Leveraging Demandbase’s Account Score to trigger campaigns and workflow at an account level; and
- Targeting the entire buyer committee from important accounts.
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The purchase of the Vienna, Virginia-based company, which offers content sharing buttons, audience tracking and content recommendations for websites, joins BlueKai and Datalogix in Oracle’s data stable.
The AddThis purchase is “an incredibly interesting move,” Forrester Research analyst Fatemeh Khatibloo told me. With this newest addition to Oracle’s growing data family, she said, the tech giant is “way in front” in the data race with such major marketing clouds as Salesforce and Adobe.
The reason? Oracle is now stacking up major sources of consumer and user data, she said, going beyond Adobe’s Audience Marketplace data exchange or Salesforce’s analytics cloud and lead-oriented Data.com. The closer competitive match to Oracle, she said, might be data powerhouse Acxiom.
The race, she said, comes down to how many sources of data you can offer users of your marketing platform, their quality and the ability to combine them into new insights about audiences.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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Personalized notification platform Boomtrain announced today a new integration with Oracle’s Marketing Cloud that could make marketers’ lives a bit easier.
The integration provides a predictive personalization platform for email marketing through the Oracle Cloud’s B2C Responsys component, which enables marketers to conduct campaigns via emails, website ads, text messages or social media ads.
Boomtrain specializes in machine learning-based personalization for email and push notifications, and this is the first machine learning solution for Responsys. Machine learning uses pattern recognition to learn from previous examples, thus improving effectiveness as it acquires more data — without being specifically programmed for the improvements.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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Oracle announced it has enhanced its Oracle Marketing Cloud to help marketers connect with increasingly digital-savvy customers. These innovations are part of a growing platform war among the various marketing cloud players, including Salesforce, Adobe, Marketo, and Demandbase.
The new release includes enhancements to the marketing cloud’s sales tools, which will “help salespeople better understand the profile of their individual contacts and engage them with relevant content,” Oracle said in a statement. One enhancement makes pre-loaded campaigns and content accessible on mobile devices. Another improves the salesperson’s view of the customer through a new Google Chrome Extension.
Oracle adds more out-of-the-box in-app messaging options to help marketers deliver the right message within mobile apps. And the in-app messaging can be planned as part of a larger campaign that includes email, social, push notifications, and other channels.
marketingIO: One Source for All Marketing Technology Challenges. See our solutions.
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Oracle added a new weapon to its marketing cloud arsenal today with the acquisition of Maxymiser, a company known for A/B testing and software that parses out metrics based on customer segments. An Oracle statement announcing the deal, which did not disclose terms, credited Maxymiser with being in possession of the “most powerful solution for optimizing Web and mobile customer experiences.”
Maxymiser is the latest plum to be picked among a slew of recent marketing cloud acquisitions among Oracle, Salesforce.com, and Adobe. The New York-based Maxymiser's client list includes Calvin Klein, HSBC Bank, Lacoste, Lufthansa, and Wyndham Hotels. Optimizely is one of its competitors.
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AWS and Salesforce may say 'Sayonara' to Oracle database - CIO Dive
Read that second sentence again. Remarks have consequences.
This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing