According to Forrester principal analyst Rusty Warner, Maxymiser provides Oracle with functionality that’s currently missing within its existing marketing cloud portfolio – functionality that Adobe already has through its Target application, Salesforce has through Web Personalization and IBM has within its marketing solutions suite.
There’s a growing industry trend around using multivariate testing to execute personalization.
“We’re quickly moving in the direction of continuous optimization,” Warner said. “In a real-time, digital world, everything a brand publishes becomes a test.”
But the marketing cloud arms race between Oracle, Adobe, Salesforce and, to a lesser extent, IBM is also a test – a test of endurance.
“This cohort of giant technology companies are all trying to add to their marketing stack,” Lieb said. “Each is trying to be dominant, but they all have different areas of strength and core competencies. Salesforce has been about CRM, Adobe has always been about ‘creative,’ in air quotes, and Oracle has been about enterprise technology.”
In Lieb’s view, Maxymiser will serve as a particular complement to Oracle’s targeting capabilities via Eloqua, as well as Oracle’s new Commerce Cloud. Oracle finished rolling out its SaaS cloud-based ecommerce application in June, which includes a recommendation engine, SEO tools, reporting and a storefront builder.
“Which page responds? Which offer responds? Obviously anyone doing ecommerce is going to want to have that information,” Lieb said. “A/B testing is a big component of commerce primarily used by direct marketers, and Maxymiser fits in well here.”
Oracle made an appearance as a strong performer in Forrester’s July Wave on real-time interaction management. Warner, who coauthored the report, noted that Oracle’s inclusion was largely due to its decision management tech and the partnerships that the Oracle Marketing Cloud team has forged with personalization and recommendation vendors.
“Oracle has now taken a big step in adding real-time interaction management functionality into its marketing cloud portfolio,” he said.
Adobe, Salesforce and IBM were also strong performers in the report. The struggle for marketing cloud dominance continues.
“It’s going to be titans with their gloves on for a long while to come,” Lieb said. “It’s a hard race to win and an acquisition doesn’t mean that you own an area. You also need to integrate, and that’s really hard.”
Oracle aims to integrate Maxymiser’s tech into the Oracle Marketing Cloud, although details on timing were not forthcoming.