Most of Oracle’s higher ups preach this position of “neutrality,” particularly since it just acquired shopper data platform Datalogix, which invited some comparison to Acxiom’s acquisition of LiveRamp and the question around ongoing platform independence.
Mark Hurd, Oracle’s CEO, said the company is heavily invested in being an independent third-party data partner to marketers as well as ad tech companies.
Although he stopped short of calling the company “Switzerland,” a term Acxiom has used to describe its own aspirations, Oracle claims it will continue to provide data services to the ecosystem as whole – competitors and non-competitors alike.
“We bet with our wallet and showed up and acquired company after company to invest in our Marketing Cloud,” Hurd said in an interview with reporters. “We bought Responsys so we could integrate B2C and B2B marketing processes, and we bought Datalogix and BlueKai to be this robust and neutral marketing data provider.”
“We’ll continue to be very aggressive building out our B2B and B2C portfolio, some of which will be organic growth with our own products,” he added.
In addition to the ID Graph, Oracle has integrated the Oracle Marketing Cloud with its commerce solutions (its big platform investment was commerce company ATG), which it productized through a new tool called Rapid Retargeter.
Oracle claims Rapid Retargeter helps marketers match new creative to retargeted messaging in real time. Although email is a common trigger following a cart abandonment, it doesn’t have to be constrained to this touch point, Krause said.
Rapid Retargeter helps a user determine, “which channel works better to follow up on this abandonment and how long should I wait to follow up and in what sequence,” Krause said. “Instead of focusing on a single action, you can enable a sequence of actions, where if someone opted in for push notifications, it might be better to retarget them in-app than with display.”