Oracle adds clouds for analytics, segmentation and loyalty

Oracle is boosting its marketing chops today, launching its first analytics platform and new cloud-based platforms for audience segmentation and loyalty programs. Oracle Infinity is the first web/app analytics capability for the company. It is designed to unify real-time behavioral and transactional data and allow it to be utilized in its consumer-focused marketing platform Responsys or the B2B-oriented Eloqua, or to pair it with Google Analytics. Marketing Cloud SVP Shashi Seth told me that Infinity is “a first step for Oracle analytics.” He added that “the long-term goal” for Infinity is to turn the data into customer profiles, but for now it exists as a data lake, where data is stored in its original format for integration with other tools. As an example, he noted that Infinity’s data can be used to tell a site that a given customer has spent 90 percent of her time on a retailer’s site looking at baby clothes but hasn’t put any into a cart. So the site’s tools would have the data to trigger an offer for a discount on baby clothes before she leaves.