It’s time to think differently: Oracle CX Cloud

An update on Oracle’s offering for marketers at the Cloud CX Virtual Summit.

Every office job needs to be faster than ever, says, EVP for Oracle CX Cloud and Oracle Data Cloud.

Marketers want to do more with less, while the need to focus on the customer increases. Tarkoff spoke at the Oracle Cloud CX Virtual Summit.

Time to think differently, At a time when consumer spending is low, the future is uncertain and digital engagement is becoming more and more important. Enhancing the Competitiveness of Oracle Customers is the guiding intelligence concept that guides individual consumers through every step of their journey. The ability to do this is provided by Oracle CX Unity, the client intelligence platform launched last fall.

Customers approach brands differently. In an interview, Shashi Seth, senior vice president of Oracle Marketing Cloud, confirmed Tarkoff’s comments. ‘We saw a movement that started in 2018. According to the brands, their end users have asked a lot of different questions. I’ve always talked about micro-moments, but if you don’t call the customer now, you lose control. 

We took the opportunity to ask him about Oracle’s current CX roadmap. Now we’re going to add the points and make the data fluid. help customers do more with fewer resources and less time.

The big picture. 

Oracle’s offering to marketers has been reconfigured since the launch of Unity, the customer information platform. A few years ago, Eloqua and Responsys would have been at the center of the charts.

This core connects B2B and B2C automation solutions for marketing, Eloqua, and Responsys, as well as content and audience management tools (CX Content and CX Audience), as well as Maxymiser and CrowdTwist.

Personality and loyalty. 

Maxymiser, acquired by Oracle in 2015, developed an A / B test solution to provide optimized customizations and product recommendations. CrowdTwist is a loyalty solution based on personal involvement.

At 20-30%, 70 to 80% of the value, investment in loyalty will continue to grow, said Seth, but it is not just about earning reward points. The customer asks, How well do you know and understand me?CrowdTwist offers tailor-made loyalty programs. An example from Tarkoff: TOMS Shoes, which encourages customers to convert reward points into corporate donations in their Progress Points program.

More simplicity. 

A new priority for Oracle Cloud, according to Seth, is the ease of use, with a much greater emphasis on simplified UX. Given the size and complexity of Oracle’s offering that Seth recognizes, is it really just a package for large companies?

Our weak point, is large organizations with multiple marketing teams around the world, possibly with multiple brands. I would say they are in the Fortune 500 or 1000 series, but we are seeing more and more large companies offering scalability and performance.

Why do we care? 

Sometimes, the big players in the Martech space follow in the footsteps of smaller suppliers (CDPs look for rapid development, for example), but they usually take the lead. It is important to monitor your progress.

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