Oracle relies on Oracle Unity to manage 5 million customer accounts per month
With Oracle Unity, Oracle modernizes its martech stack to harness the full power of its rich dataset and deliver customer interactions that matter.
“Our Oracle Marketing team has unified its technology by using Oracle products and services to run every aspect of our marketing and campaign management. It’s a data-first approach that’s delivering on the mission to make every customer interaction matter.”
Business challenges
Oracle is a $40 billion company with more than 130,000 employees serving 430,000 customers in 175 countries across the world.
As part of this footprint, Oracle’s marketing organization has more than 2,000 employees who work with a B2B dataset that encompasses more than 150 million interactions and 1.2 million responses per month.
Oracle’s marketing team identified a key transformation in the B2B landscape: namely, that buyers were demanding the personalized experience they expect as consumers. To deliver on this, Oracle’s team knew that it had to reimagine how Oracle’s rich B2B dataset was both managed and executed.
The team needed to break from legacy, on-premises systems that didn’t talk to each other. Also, it needed freedom from data silos to achieve a single repository for 50-plus datasets. Finally, to truly be on the cutting edge, the team would need to transform lead scoring models—predicting individual customer needs, versus merely responding to them.
Why Oracle chose Oracle
Oracle Marketing chose Oracle Unity Customer Data Platform to serve as the backbone of its marketing automation. The unified platform and marketing data warehouse would integrate Oracle’s 50-plus data sources, providing a reliable view into customer behaviors and needs and enabling the execution of near real-time, personalized outreach.
Additionally, the consolidated data would allow for a move to an account-based lead flow model that took advantage of artificial intelligence and machine learning to identify the best leads for sales to pursue.
Results
With Oracle Unity as its backbone, along with Oracle Autonomous Data Warehouse on Oracle Cloud Infrastructure (OCI) to complete the back end, Oracle has modernized and streamlined its entire martech stack. Harnessing the power of the cloud, the team has scaled outreach to deliver a customer experience where every interaction matters.
The streamlined stack includes Oracle Eloqua Marketing Automation including Fusion Marketing for campaigns, emails, and nurture programs, and Oracle Infinity IQ for behavioral intelligence and real-time data streaming for sophisticated A/B and multivariant testing on multiple channels, including Oracle.com. The team leverages Oracle Advertising to orchestrate online ads and retargeting.
Oracle.com is powered by Oracle Content Management, which supplies site search, tag management, communities—plus critical intelligence, which Oracle customers interact with at any given moment.
The stack also uses Oracle Analytics Cloud to build reports, dashboards, and visualizations, and machine learning for artificial intelligence and predicting customer needs.
With this modernized cloud technology, the team has achieved faster campaign execution, reducing lead time from weeks to days and automating 70% of the marketing transactions in the customer buying experience.
The time it takes between a prospect expressing interest to conversion to an opportunity has gone from days to mere minutes. Accordingly, the team has seen a 33% increase in opportunity size and a 10% increase in opportunities generated.
Along with these gains in engagement, the team has become more efficient, thanks to close to real-time dashboard insights and analytics, as well as a hands-off approach to scaling and tuning with Oracle’s self-driving Autonomous Database.