Oracle Advertising and Customer Experience (CX) is a suite of cloud-based applications offered by

Oracle Corporation Oracle Corporation is an American multinational computer technology corporation headquartered in Austin, Texas. In 2020, Oracle was the third-largest software company in the world by revenue and market capitalization. The company sells da ...

that includes tools for advertising, marketing, sales, e-commerce, customer service.

History

Oracle's first

customer relationship management Customer relationship management (CRM) is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information. CRM systems compile data from a r ...

(CRM) product, Oracle CRM, was released in 1998. The product suite was later named Oracle Cloud CX. By 2021, Oracle CX was combined with Oracle Data Cloud and became Oracle Advertising and Customer Experience (CX). In 2006, Oracle purchased

Siebel Systems Siebel Systems, Inc. () was a software company principally engaged in the design, development, marketing, and support of customer relationship management (CRM) applications—notably Siebel CRM. The company was founded by Thomas Siebel and Pat ...

, and later expanded its Siebel CRM software, and

on-premises On- premises software (abbreviated to on-prem, and incorrectly referred to as on-premise) is installed and runs on computers on the premises of the person or organization using the software, rather than at a remote facility such as a server farm ...

tool, with its SaaS product, Oracle CRM on Demand. In 2012, the company acquired

RightNow Technologies Oracle RightNow is a customer relationship management (CRM) software service for enterprise organizations which is part of Oracle Service. It was originally developed by RightNow Technologies, Inc., which was acquired by Oracle Corporation in 20 ...

, and Eloqua. These acquisitions allowed Oracle to develop a suite of CX cloud-based software. The acquisition of

BigMachines BigMachines, now Oracle Configure, Price, Quote (CPQ), was a software company founded in 2000 by Godard Abel and Christopher Shutts, which was acquired by Oracle in 2013. The software is designed to integrate with enterprise resource planning ...

for CPQ in 2013, and

TOA Technologies TOA Technologies is an American software company that provides software as a service-based field service management software and customer appointment scheduling solutions and services to enterprises worldwide. Headquartered in Beachwood, Ohio, t ...

for field service in 2014, 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. 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. 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. In October 2019, the company acquired CrowdTwist, a

customer loyalty The loyalty business model is a business model used in strategic management in which company resources are employed so as to increase the loyalty of customers and other stakeholders in the expectation that corporate objectives will be met or su ...

platform, and merged it with Oracle’s CX cloud. In November 2019, the company added

customer data management Customer data management (CDM) is the ways in which businesses keep track of their customer information and survey their customer base in order to obtain feedback. CDM embraces a range of software or cloud computing applications designed to give l ...

(CDM) to its Service Cloud. In March 2021,

Red Bull Racing Red Bull Racing, also simply known as Red Bull or RBR and currently competing as Oracle Red Bull Racing, is a Formula One racing team, racing under an Austrian licence and based in the United Kingdom. It is one of two Formula One teams owned ...

chose Oracle as its official

cloud infrastructure Cloud computing is the on-demand availability of computer system resources, especially data storage (cloud storage) and computing power, without direct active management by the user. Large clouds often have functions distributed over multi ...

partner. Under the partnership, Red Bull Racing uses Oracle’s CX applications to give fans access to racing statistics and metrics. In 2022, the team name changed to Oracle Red Bull Racing. In May 2021, Oracle released in-game measurement within Oracle Moat Measurement. It allows companies to measure the effectiveness of ads that appear in 3D video games. Oracle also updated its Subscription Management product.

Applications

The following applications and products are included in Oracle Advertising and CX:

Oracle Advertising

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. * OnRamp: an automated onboarding platform * Audiences

Oracle Marketing

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. As of 2021, it is now Oracle Responsys Campaign Management. In September 2021, the company announced Oracle Fusion Marketing. This product uses artificial intelligence to automate the B2B marketing campaign and lead generation process. Other marketing capabilities include: * Content management * Data management platform (DMP) * Customer data platform * Testing and optimization * Behavioral intelligence * Audience segmentation

Oracle Sales

The Sales’ user interface supports smart lists, infolets, and an advanced search. 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

Oracle Service

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

References

External links

* {{official, https://www.oracle.com/cx/ Oracle Cloud Services Subscription services Customer relationship management software Business software Marketing software Enterprise software