Oracle Advertising and Customer Experience

Oracle's first customer relationship management (CRM) product, Oracle CRM, was released in 1998.{{Cite news|date=October 2020|title=Oracle Customer Experience Cloud (Oracle CX Cloud)|work=TechTarget|url=https://searchcustomerexperience.techtarget.com/definition/Oracle-Customer-Experience-Cloud-Oracle-CX-Cloud}} 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).{{Cite news|date=May 20, 2021|title=Third-party cookie cull: Ready for the cliff-face?|work=The Drum|url=https://www.thedrum.com/news/2021/05/20/third-party-cookie-cull-ready-the-cliff-face}}

In 2006, Oracle purchased Siebel Systems,{{Cite news|date=December 3, 2020|title=Tom Siebel's AI Software Firm Is About to List Via IPO. Approach With Caution.|work=Barron's|url=https://www.barrons.com/articles/tom-siebels-ai-software-firm-is-about-to-list-via-ipo-51607027370}}{{Cite news|date=January 1, 2007|title=CRM Made Simple|work=Inc.|url=https://www.inc.com/magazine/20070101/technology-tools.html}} and later expanded its Siebel CRM software, and on-premises tool, with its SaaS product, Oracle CRM on Demand.{{Cite news|date=September 1, 2008|title=Oracle Integrates CRM On Demand with Siebel|work=Destination CRM|url=https://www.destinationcrm.com/Articles/CRM-News/CRM-Featured-Articles/Oracle-Integrates-CRM-On-Demand-with-Siebel-50522.aspx}}

In 2012, the company acquired RightNow Technologies,{{Cite news|date=January 26, 2012|title=Oracle Finalizes RightNow Purchase, Positions Public Cloud to Compete with SalesForce|work=CMSWire|url=https://www.cmswire.com/cms/customer-experience/oracle-finalizes-rightnow-purchase-positions-public-cloud-to-compete-with-salesforce-014271.php}} and Eloqua.{{Cite news|date=December 20, 2012|title=Oracle to Buy Eloqua in $810 Million Deal|work=The Wall Street Journal|url=https://www.wsj.com/articles/SB10001424127887323777204578191171409150846}} These acquisitions allowed Oracle to develop a suite of CX cloud-based software. The acquisition of BigMachines for CPQ in 2013,{{Cite news|date=October 24, 2013|title=Oracle Buys BigMachines, Increasing Cloud-Based Sales Functionality|work=CMSWire|url=https://www.cmswire.com/cms/customer-experience/oracle-buys-bigmachines-increasing-cloudbased-sales-functionality-022926.php}} and TOA Technologies for field service in 2014,{{Cite news|date=August 1, 2014|title=Oracle acquires TOA Technologies for Field Service SaaS|work=Telecoms|url=https://telecoms.com/275802/oracle-acquires-toa-technologies-for-field-service-saas/}} 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.

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.{{Cite news|date=April 26, 2017|title=Oracle brings 'Adaptive Intelligence' to Customer Experience applications|work=ZDNet|url=https://www.zdnet.com/article/oracle-brings-adaptive-intelligence-to-customer-experience-applications/}}{{Cite news|date=May 1, 2017|title=Oracle launches Adaptive Intelligent apps for CX|work=ZDNet|url=https://www.zdnet.com/article/oracle-launches-adaptive-intelligent-apps-for-cx/}} 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. Oracle also acquired Moat, an ad measurement company, in 2017.{{Cite web|title=Oracle acquires ad measurement company Moat|url=https://techcrunch.com/2017/04/18/oracle-acquires-moat/|access-date=2021-11-08|website=TechCrunch}}

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.{{Cite web|title=Oracle updates SaaS tools with more AI, more industry-specific features|url=https://www.zdnet.com/article/oracle-updates-saas-tools-with-more-ai-more-industry-specific-features/|access-date=2021-11-08|website=ZDNet}} In October 2019, the company acquired CrowdTwist, a customer loyalty platform, and merged it with Oracle's CX cloud. In November 2019, the company added customer data management (CDM) to its Service Cloud.{{Cite news|date=November 14, 2019|title=Oracle launches new B2B sales solution, new CDM for Oracle Service Cloud|work=MarTech|url=https://martech.org/oracle-launches-new-b2b-sales-solution-new-cdm-for-oracle-service-cloud-2/}}

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.{{Cite news|date=March 28, 2021|title=Oracle empowers Red Bull Racing with data-driven innovations|work=ITP|url=https://www.itp.net/infrastructure/cloud/96969-oracle-empowers-red-bull-racing-with-data-driven-innovations}} In 2022, the team name changed to Oracle Red Bull Racing.{{Cite web |last=Hensby |first=Paul |date=2022-08-02 |title=Honda, Red Bull Racing Extend Technical Support Agreement until End of 2025 Season |url=https://www.thecheckeredflag.co.uk/2022/08/honda-red-bull-racing-extend-technical-support-agreement-until-end-of-2025-season/ |access-date=2022-08-18 |website=The Checkered Flag |language=en-GB}}{{Cite news |last= |date=2022-02-09 |title=Oracle signs F1 title sponsorship deal with Red Bull |language=en |work=Reuters |url=https://www.reuters.com/lifestyle/sports/oracle-signs-f1-title-sponsorship-deal-with-red-bull-2022-02-09/ |access-date=2022-08-18}}

In May 2021, Oracle released in-game measurement within Oracle Moat Measurement.{{Cite news|date=May 12, 2021|title=Oracle announces 3D game ad performance metrics|work=MarTech|url=https://martech.org/oracle-announces-3d-game-ad-performance-metrics/}} It allows companies to measure the effectiveness of ads that appear in 3D video games. Oracle also updated its Subscription Management product.{{Cite news|date=May 12, 2021|title=Oracle releases update to its subscription management platform|work=TechRepublic|url=https://www.techrepublic.com/article/oracle-releases-update-to-its-subscription-management-platform/}}

The following applications and products are included in Oracle Advertising and CX:{{Cite news|date=May 13, 2021|title=Oracle launches first ad measurement technology for 3D in-game environments|work=Exchange4Media|url=https://www.exchange4media.com/digital-news/oracle-launches-first-ad-measurement-technology-for-3d-in-game-environments-112940.html}}

Products include:

• Oracle Moat: allows advertisers to measure ad performance in 3D video games.
• Contextual Intelligence (formerly GrapeShot): provides brand safety and verification, as well as contextual targeting.{{Cite web|date=2021-02-10|title=The Crawl, Walk, Run Guide To Contextual Targeting|url=https://www.adexchanger.com/online-advertising/the-crawl-walk-run-guide-to-contextual-targeting/|access-date=2021-11-01|website=AdExchanger}}
• OnRamp: an automated onboarding platform {{Cite web|date=2021-10-05|title=Data Onboarding: Bringing Offline Data Online|url=https://martechvibe.com/martech/data-onboarding-bringing-offline-data-online/|access-date=2021-11-01|website=MartechVibe}}
• Audiences{{Cite web|date=2021-07-07|title=Oracle and Amazon Help Advertisers Engage Online Shoppers|url=https://www.dbta.com/Editorial/News-Flashes/Oracle-and-Amazon-Help-Advertisers-Engage-Online-Shoppers-147586.aspx|access-date=2021-11-01}}

In 2012, Oracle acquired Eloqua (now Eloqua Marketing Automation), which gave the company more B2B capabilities. 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.{{Cite web|date=2013-12-20|title=Oracle’s Responsys Buy A ‘Huge’ Move Into B2C Marketing|url=https://www.adexchanger.com/digital-marketing-2/oracles-responsys-buy-a-huge-move-in-to-b2c-marketing/|access-date=2021-11-01}} As of 2021, it is now Oracle Responsys Campaign Management.{{Cite web|title=Gartner highlights leaders, visionaries in the multichannel marketing tech field|url=https://www.cmo.com.au/article/688624/gartner-highlights-leaders-visionaries-multichannel-marketing-tech-field/|access-date=2021-11-01}}

In September 2021, the company announced Oracle Fusion Marketing. This product uses artificial intelligence to automate the B2B marketing campaign and lead generation process.{{Cite web|title=Oracle Launches AI-Enabled System To Automate Lead Generation and Qualification|url=https://www.toolbox.com/marketing/crm-marketing/news/oracle-launches-ai-enabled-system-to-automate-lead-generation-and-qualification/|access-date=2021-11-01}}

Other marketing capabilities include:

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

The Sales' user interface supports smart lists, infolets, and an advanced search.{{Cite web|title=Oracle Announces New CX Platform Updates|url=https://www.demandgenreport.com/features/news-briefs/oracle-announces-new-cx-platform-updates/|access-date=2021-11-01|website=www.demandgenreport.com}} Sales' tools support customer data management, sales cataloging, sales force automation, sales prediction, sales forecasting, analytics, and communication between sales teams and customers.

Other products include:

• Subscription management
• Sales automation
• Commerce
• Partner relationship management
• Configure, price, quote
• Sales force automation{{Cite web |last=Chai |first=Wesley |title=What is Oracle Customer Experience Cloud (Oracle CX Cloud)? |url=https://www.techtarget.com/searchcustomerexperience/definition/Oracle-Customer-Experience-Cloud-Oracle-CX-Cloud |access-date=2022-08-23 |website=TechTarget |language=en}}

In February 2021, Service was updated with a new interface and data set. The application also added a digital customer service assistant. A May 2022 update allowed Service to embed data from the Oracle Unity Customer Data Platform.{{Cite web |last=Jepma |first=William |date=2022-05-13 |title=Top MarTech News From the Week of May 13th: Updates From ON24, Zoho, Salesforce, and More |url=https://solutionsreview.com/crm/2022/05/13/top-martech-news-from-the-week-of-may-13th/ |access-date=2022-08-23 |website=Top CRM and Customer Relationship Management, Vendors, Companies, & Solutions |language=en-US}}

Products include:

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

{{Reflist}}

• {{official|https://www.oracle.com/cx/}}

Category:Oracle Cloud Services

Category:Subscription services

Category:Customer relationship management software

Category:Business software

Category:Marketing software

Category:Enterprise software