Oracle Aims to Strengthen Its Marketing Cloud with Maxymiser



Maxymiser’s integration with Oracle’s marketing cloud should improve its personalization

Previously in this series, we discussed Oracle’s (ORCL) recent acquisition of Maxymiser in late August 2015. Let’s see how Oracle aims to extend the reach of its Marketing Cloud with Maxymiser.

With the arrival and increased adoption of the SMAC (social, mobile, analytics, and cloud) revolution, consumers are no longer interested in engaging with brands that cater to the mass market. In fact, consumers are increasingly drawn towards brands that provide products, services, support, and a comprehensive customer experience customized to each consumer.

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According to HfS Research, in view of this emerging “end-to-end” personalization ecosystem, Oracle’s recent acquisition of Maxymiser, a customized and behavioral targeting software provider, should help the company solidify its position in the marketing cloud space at par with other marketing cloud and service providers like Adobe (ADBE) and Salesforce.com (CRM).

Maxymiser’s A/B testing approach is likely to strengthen its position in the CRM space

Maxymiser offers tools that marketers can employ to test which version of a marketing campaign gets the best results, also known as A/B testing. In A/B testing, marketing professionals provide a couple of options to their prospects to see which one receives the best response.

The core purpose behind A/B testing is to provide customers or would-be customers with pitches that interest them rather than annoy them. Maxymiser’s strategy of tailoring its message and reaching out to customers who are interested in learning more is said to ease the marketing campaigns aspect of customer relationship management (or CRM).

CRM is the largest component of SaaS (or software-as-a-service), which is the fastest-growing sector in the cloud computing space through 2018, according to Cisco (CSCO) Global Cloud Index. Salesforce.com leads the CRM space. It held a 18.4% market share in 2014.

You can consider investing in the Technology Select Sector SPDR Fund (XLK) to gain exposure to Oracle. XLK invests about 3.41% of its holdings in Oracle.


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