Oracle Corp on Monday announced a new system that it says will use artificial intelligence to automate key parts of digital marketing campaigns.
Oracle, once known primarily for its database software, is competing with firms like Adobe Inc and Salesforce.com Inc to sell cloud software used primarily for business-to-business marketing products that typically cost thousands of dollars or more. further.
Unlike consumer-directed marketing campaigns where the goal might be to increase brand awareness, the goal of business-to-business campaigns is to produce what marketers call a "qualified lead," that is, a person that a salesperson can call to start a conversation that eventually turns into a sale.
Potential customers who aren't interested in making purchases cost money because they waste salespeople's time.
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Oracle's Fusion Marketing system, as the product announced Monday is called, uses artificial intelligence to automatically put together marketing campaigns and determine whether people who interact with emails or ads might eventually buy a product, by submitting their login information. Contact sales teams.
To do this, the system takes data from a variety of sources. Some of the data, such as email contact lists, will come from Oracle customers using the system. Others will come from massive third-party data marketplaces that Oracle has acquired in recent years to grow its digital advertising business.
"A lot of it is much more quantifiable than in the past," Rob Tarkoff, Oracle's executive vice president of cloud advertising and customer experience, said of digital marketing campaigns. "We just said, 'This is a big computer problem and we're going to solve it.'"
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