In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?
Oracle announced it has signed an agreement to acquire cloud-based software provider Maxymiser, in order strengthen Oracle Marketing Cloud's solution to manage marketing programs across all digital channels and across the customer life-cycle.
“Companies are increasingly seeking innovative ways to differentiate their brands while increasing both ROI and loyalty based on optimized customer experiences,” Oracle's president of product development, Thomas Kurian, said. “Together with Maxymiser, Oracle Marketing Cloud enables enterprises to stop guessing and start delivering what customers want across all digital channels and devices.”
Maxymiser enables marketers to test, target and personalise what a customer sees on a Web page or mobile app and currently optimises over 20 billion customer experiences per month for brands such as Allianz, HSBC, Lufthansa, Tommy Hilfiger and Wyndham.
“Our mission is to empower enterprises to use data science to systematically test, discover, and predict what customers want and deliver uniquely tailored experiences,” Maxymiser's CEO, Tim Brown, said. “We are excited to join Oracle and bring these capabilities to help extend Oracle Marketing Cloud.”
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