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Oracle uses AI to automate parts of digital marketing

For Stephen Nellis

Sep 20 (Reuters) – Oracle Corp announced a new system on Monday that it says will use artificial intelligence to automate key parts of digital marketing campaigns.

Oracle, once known primarily for its database software, is competing with firms like Adobe Inc and Inc to sell cloud software used primarily for business-to-business marketing products that typically cost thousands of dollars or more.

Unlike consumer marketing campaigns where the goal might be to increase brand awareness, the goal of business-to-business campaigns is to produce what marketers call a “qualified lead,” that is, a person a salesperson can call to start a conversation that eventually turns into a sale.

Potential customers who are not interested in shopping cost money because they waste salespeople’s time.

Oracle’s Fusion Marketing system, as the product announced Monday is called, uses artificial intelligence to automatically put together marketing campaigns and determine whether people who interact with emails or advertisements might eventually buy a product, by sending their contact information to customers. sales teams.

To do this, the system takes data from a variety of sources. Some of the data, such as email contact lists, will come from Oracle customers using the system. Others will come from the massive third-party data markets that Oracle has acquired in recent years to grow its digital advertising business.

“Much of it is much more quantifiable than in the past,” said Rob Tarkoff, Oracle’s executive vice president of advertising and cloud customer experience, of digital marketing campaigns. “We just said, ‘This is a big computing problem and we’re going to solve it.’

(Reporting by Stephen Nellis in San Francisco; Edited in Spanish by Ricardo Figueroa)

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