Oracle uses AI to automate parts of digital marketing

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Sept 20 (Reuters) – Oracle Corp (ORCL.N) introduced on Monday a brand new system that it says will use synthetic intelligence to automate key parts of digital marketing campaigns.

Once primarily recognized for its database software program, Oracle is competing in opposition to companies like Adobe Inc (ADBE.O) and Salesforce.com Inc (CRM.N) to promote cloud-based software program used for marketing business-to-business merchandise that sometimes price hundreds of {dollars} or extra.

Unlike marketing campaigns aimed toward shoppers the place the purpose is likely to be to increase model consciousness, the purpose of these business-to-business campaigns is to produce what entrepreneurs name a “qualified lead” – that’s, an individual whom a salesman can name to begin a dialog that ultimately turns right into a sale. Low high quality leads price cash as a result of they waste salespeople’s time.

Oracle’s Fusion Marketing system, because the product introduced Monday known as, uses synthetic intelligence to mechanically assemble marketing campaigns and decide whether or not the individuals who work together with emails or commercials would possibly ultimately purchase a product, sending their contact info to gross sales groups.

To do it, the system sucks in knowledge from a spread of sources. Some of the information, like e-mail contact lists, will come from the Oracle clients who use the system. And some of the information will come from huge marketplaces of third-party knowledge that Oracle has acquired in recent times to develop its digital promoting enterprise.

“A lot of it is much more measurable than it has been in the past,” Rob Tarkoff, government vp or Oracle’s promoting and buyer expertise cloud, mentioned 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

The company logo for Oracle Corp. is displayed on a screen on the floor at the New York Stock Exchange (NYSE) in New York, U.S., September 18, 2019. REUTERS/Brendan McDermid/File Photo