Oracle thinks global with its social media analysis software

Oracle's tools can now analyze social content in more languages

Oracle has broadened the number of languages its social media analysis software supports, in a bid to appeal to enterprises with operations and customers across the world.

The vendor's Social Relationship Management software now has support for English, Chinese, Portuguese, Spanish, Russian, French, German, Italian, Dutch, Korean and Japanese, according to Monday's announcement.

SRM is part of the company's broader suite of "customer experience" software that spans sales automation, customer service, marketing and support. It competes in this area not only with frequent rival SAP but also Adobe and IBM, companies that have largely eschewed the enterprise applications market but see an opportunity in technologies that cater to digital business.

Oracle's SRM software includes semantic text analysis capabilities that "go well beyond keyword and Boolean to reveal actionable insights like consumer intent, product likes/dislikes, and customer service issues," according to Monday's announcement.

Other new features include a dashboard that gives users the ability "to see where conversations are happening globally, and allocate workload accordingly," Oracle said.

There are two main categories of social media monitoring tools, said analyst Alan Lepofsky, vice president and principal analyst at Constellation Research: "Those that can help an individual brand monitor and respond to content related to them, and then tools that can analyze larger sets of data, such as shopping patterns on holidays."

One of the most important functions is accurately matching a person posting on social media to actual customer records that show their buying or support history, Lepofksy added.

Oracle's acquisitions of RightNow, Vitrue, Collective Intellect, Evolver, Eloqua and Responsys are an attempt to give it a portfolio that can help companies connect with customers through the entire buying cycle, Lepofsky said.

Many companies could now be ready to invest in social media analysis tools.

"I think most organizations are past the 'thinking about social media' stage in terms of sales, marketing and support," Lepofsky said. "Social media as a channel is influencing many organizations to combine their digital strategy across multiple departments that used to operate more independently."

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in