Statistics prove that CMOs are important for Oracle

MUMBAI, INDIA: Oracle’s transition from a pure-play software provider to its evolution as a complete infrastructure post the Sun Microsystems acquisition followed by its foray in cloud computing has impressed the CIO community.

But Oracle wants more! The software giant known for a lion’s share in the database market is chasing the CMOs. And the company’s activities over the last one year prove the point.

So is Oracle’s interest in the CMOs sudden?

Considering the Gartner findings that in 2015, digital marketing budgets will increase by 8 percent, the interest seems to be well founded.

Gartner had revealed the findings from its CMO Spend Report, a survey of 315 marketing decision makers representing organizations with more than $500 million in annual revenue.

Let’s take a sequential look at what Oracle has done?

September 28, 2015:

Ditto Labs, an image recognition company for social media, announced a new integration with Oracle Social Cloud. This integration, part of Oracle Social's Social Media Mixer module, adds qualitative and quantitative photo and image content to the existing mix of social posts from Facebook, Twitter and Instagram and presents content in a consolidated view.

"By working with Oracle, we're introducing our technology to our largest audience yet," said David Rose, CEO of Ditto Labs. "Revealing data hiding in social photos presents marketers' with a new way to understand consumers and industries while further enabling a more consolidated source of social media."

September 24, 2015:

AddThis, a global marketing technology company expanded its relationship with the Oracle Data Cloud to provide its global data footprint to the Oracle Audience Data Marketplace.

Check the statistics: AddThis is one of the world’s largest first-party permissioned global datasets, enables marketers to leverage the anonymous, cross-web interest and activity data of 1.9 billion monthly unique visitors traversing more than 15 million Web domains through desktop and mobile devices. Oracle Data Cloud customers will now be able to leverage AddThis’ deep taxonomy of more than 1,000 audiences, as well as create custom audiences from over 30 behavioral and interest signals.

August 20, 2015:

Oracle signed an agreement to acquire Maxymiser, a provider of cloud-based software that enables marketers to test, target and personalize what a customer sees on a Web page or mobile app, substantially increasing engagement and revenue.

Check the statistics: Maxymiser optimizes over 20 billion customer experiences per month for brands such as Allianz, HSBC, Lufthansa, Tommy Hilfiger and Wyndham.

December 2014:

Oracle signed an agreement to acquire Datalogix, the industry-recognized leader at connecting offline consumer spending to digital marketing that helps marketers increase the effectiveness and measurability of their advertising.

Check the statistics: Datalogix aggregates and provides insights on over $2 trillion in consumer spending from 1,500 data partners across 110 million households to provide purchase-based targeting and drive more sales.

Over 650 customers, including 82 of the top 100 US advertisers such as Ford and Kraft, as well as 7 of the top 8 digital media publishers such as Facebook and Twitter use Datalogix to enhance their media.

Oracle and Datalogix’s Data as a Service cloud solutions will provide marketers and publishers with the understanding of consumers across both digital and traditional channels based on what they do, what they say, and what they buy. This will enable leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing.

"Oracle understands that CMOs are leading the way interacting with today's empowered consumers," said John Stetic, group VP-Oracle Marketing Cloud. "These partnerships and integrations are giving our customers more capabilities to meet and exceed consumer expectations and succeed in today's digital, mobile and social environment."