Oracle Grabs Maximyser in Cloud Marketing Play

Tech giant Oracle is working to maximize its Marketing Cloud -- and its latest acquisition proves it. The company has just reached a deal to buy Maxymiser, a firm that provides cloud-based software to help marketers test, target and personalize what a customer sees on a Web page or mobile app, for an undisclosed sum.

Oracle was attracted to MaxymiserEUs technology because it promises to significantly increase engagement and revenue for its clients. Maxymiser optimizes over 20 billion customer experiences every month for some pretty well-known brands, including Allianz, HSBC, Lufthansa, Tommy Hilfiger and Wyndham.

EUCompanies are increasingly seeking innovative ways to differentiate their brands while increasing both ROI and loyalty based on optimized customer experiences,EU said Thomas Kurian (pictured), president of product development at Oracle, in a statement. EUTogether with Maxymiser, Oracle Marketing Cloud enables enterprises to stop guessing and start delivering what customers want across all digital channels and devices.EU

Targeting Salesforce

Oracle Marketing Cloud is already making headway with marketers. The company figures adding Maxymiser to the mix will make the solution even more compelling for cross-channel marketers who want to reach customers throughout the entire lifecycle.

The tech company needed to make a move to compete with Salesforce, which took the covers off the next generation of its Marketing Cloud in June. Salesforce beefed up several features that make its software even more compelling for enterprises sitting on the customer experience fence.

For example, the Journey Builder feature in the new iteration of Saleforce's Marketing Cloud gives enterprises one place to map and optimize journeys across sales, marketing, service, custom apps and more. And a revamped Active Audiences feature lets marketers leverage ad targeting next to digital marketing across the ecosystem with Facebook, LiveIntent, LiveRamp, Twitter, Viant and Neustar.

Clearly, Salesforce, IBM, Microsoft and Oracle all see the same market dynamics: a...

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