Oracle Announces New Features for Its Marketing Cloud This Month

In April 2015, Oracle (ORCL) unveiled new features for the Oracle Marketing Cloud during the Modern Marketing Experience event in Las Vegas.

Anne Shields - Author

Apr. 20 2015, Updated 11:35 a.m. ET

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Oracle boosts its marketing cloud with new tools and features

In April 2015, Oracle (ORCL) unveiled new features for the Oracle Marketing Cloud during the Modern Marketing Experience event in Las Vegas. In April 2014, Oracle fist introduced its Marketing Cloud, which has a foundation based on its strategic acquisitions of Eloqua, Compendium, Responsys, and BlueKai. The new addition to its Marketing Cloud features customer identification and modeling tools, including Oracle ID Graph, Rapid Retargeter, and AppCloud Connect.

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Oracle ID Graph is designed for the cross-platform recognition of customers while Rapid Retargeter measures customer behavior, as it adapts content in real time in reaction to it. AppCloud Connect is a set of application programming interfaces (or APIs) and open frameworks that enable the integration of Oracle’s existing apps. These features help marketers track customers across channels and devices, as well as identify prospects that match the profiles of their best customers. We’ll discuss these features in detail in a later part of the series.

Adobe (ADBE) is an established player in the digital marketing space, as we’ll see in the later part of the series. To gain diversified exposure to Oracle, you can invest in the PowerShares QQQ Trust (QQQ) and the Technology Select Sector SPDR Fund (XLK). QQQ and XLK invest about 3.08% and 3.41% of their holdings in Oracle, respectively.

New features will boost Oracle’s Marketing Cloud

In an interview with Demand Gen Report, John Stetic, Group VP of Product for Oracle Marketing Cloud said, “these moves offer tighter integration between many of the company’s recently acquired technologies, including Eloqua’s marketing automation platform, BlueKai’s data management platform, and the Responsys cross-channel marketing platform.”

Oracle reported 200% year-over-year growth in its marketing cloud segment in 3Q15. As Oracle doesn’t report revenues from its marketing clouds separately, it is possible that this growth could be a case of lower revenue base.

A G2 Crowd Grid report named Oracle along with Salesforce (CRM) as leaders in the email marketing space.


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