Oracle adds clouds for analytics, segmentation and loyalty
The new Oracle Infinity is the company’s first web/app analytics platform, and the new CX Audience and Loyalty clouds boost existing capabilities.
Barry Levine on April 10, 2018 at 2:00 pm
Oracle is boosting its marketing chops today, launching its first analytics platform and new cloud-based platforms for audience segmentation and loyalty programs. Oracle Infinity is the first web/app analytics capability for the company. It is designed to unify real-time behavioral and transactional data and allow it to be utilized in its consumer-focused marketing platform Responsys or the B2B-oriented Eloqua, or to pair it with Google Analytics. Marketing Cloud SVP Shashi Seth told me that Infinity is “a first step for Oracle analytics.” He added that “the long-term goal” for Infinity is to turn the data into customer profiles, but for now it exists as a data lake, where data is stored in its original format for integration with other tools. As an example, he noted that Infinity’s data can be used to tell a site that a given customer has spent 90 percent of her time on a retailer’s site looking at baby clothes but hasn’t put any into a cart. So the site’s tools would have the data to trigger an offer for a discount on baby clothes before she leaves. The Responsys and Eloqua marketing automation platforms contain basic audience segmentation tools, but today Oracle is launching CX Audience to boost its game. The new platform, Seth said, is a complement to those basic capabilities, and it “ups the ante to leverage our Data Cloud for bringing in third-party data,” combined with a brand’s first-party data if needed. The Oracle Data Cloud, he pointed out, is “the world’s largest third-party data marketplace.” The new ante includes the ability for non-technical users to create more finely defined segments quickly, to predict future results of given segments and to reveal previously unknown sub-segments. Finally, the new Oracle Loyalty Cloud builds on the company’s previous capabilities, which have mostly been on-premise. New functions include the ability to quickly deploy loyalty programs. Here’s a sample screen: