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Once primarily known for its database software,
Oracle is competing against firms like Adobe Inc and
Salesforce.com Inc to sell cloud-based software used for
marketing business-to-business products that typically cost
thousands of dollars or more.
Unlike marketing campaigns aimed at consumers where the goal
might be to raise brand awareness, the goal of those
business-to-business campaigns is to produce what marketers call
a "qualified lead" - that is, a person whom a salesperson can
call to start a conversation that eventually turns into a sale.
Low quality leads cost money because they waste salespeople's
time.
Oracle's Fusion Marketing system, as the product announced
Monday is called, uses artificial intelligence to automatically
assemble marketing campaigns and determine whether the people
who interact with emails or advertisements might eventually buy
a product, sending their contact information to sales teams.
To do it, the system sucks in data from a variety of sources.
Some of the data, like email contact lists, will come from the
Oracle customers who use the system. And some of the data will
come from massive marketplaces of third-party data that Oracle
has acquired in recent years to grow its digital advertising
business.
"A lot of it is much more measurable than it has been in the
past," Rob Tarkoff, executive vice president or Oracle's
advertising and customer experience cloud, said of digital
marketing campaigns. "We just said, 'this is a big computer
science problem, and we're going to go solve it.'"
(Reporting by Stephen Nellis in San Francisco; Editing by
Stephen Coates)
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