Latest Oracle Data Deal Is One of Many Aimed at CMOs

Oracle Will Integrate Social Image Data from Ditto Labs

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Oracle founder Larry Ellison.
Oracle founder Larry Ellison. Credit: David Paul Morris/Bloomberg

If there was any question that Oracle is hungry to enlist CMOs as clients, its moves in the past few weeks have eradicated it. The tech giant followed its acquisition of website optimization platform Maxymiser in August by expanding its relationship with AddThis last week to supplement its behavioral web data, and on Monday Oracle announced a partnership with image data firm Ditto Labs.

"Oracle understands that CMOs are leading the way interacting with today's empowered consumers," said John Stetic, group VP-Oracle Marketing Cloud. "These partnerships and integrations are giving our customers more capabilities to meet and exceed consumer expectations and succeed in today's digital, mobile and social environment."

The deal with Ditto gives Oracle data on images posted in social media, such as photos featuring products with brand logos. Oracle's Social Cloud platform already analyzes some images including emojis, Mr. Stetic said.

"According to Ditto Labs, 85% of the photos Ditto Labs finds containing a brand image or logo do not mention that brand in accompanying text," he added. "That's a huge missed opportunity."

Oracle's expanded work with AddThis, which gathers behavioral data through its share buttons on websites, will supply Oracle with audience behavior information from more than 20 countries in Europe, Asia, Latin America, New Zealand and Australia. Oracle Data Cloud clients can tap data on pre-set and custom audience segments based on AddThis's anonymized web interaction data on 1.9 billion monthly unique users across 15 million sites, according to the companies.

Meanwhile, Oracle added a site testing, optimization and personalization tool to its kit with the Maxymiser buy. The acquisition brings with it brand clients including Alaska Airlines, Office Depot and Progressive. In a recent analyst report, Technology Business Research wrote that it "believes the acquisition provides cross-sell opportunities for Oracle and value-add for clients, as clients can leverage audience segments in Oracle's data management platform to accelerate the optimization of content and messaging delivered via Maxymiser."

In the past Oracle has gone after CTO clients, but that's changing. "Historically I don't think Oracle was very cozy with the CMO's office," said Seth Ulinski, a senior ad tech analyst at Technology Business Research. As the high-tech world of digital data has collided with traditional brand marketing practices, however, Oracle and competitors such as SAP, Adobe and IBM have discovered a new route to CMOs.

"Oracle is going at it from the data standpoint," Mr. Ulinski added, citing Oracle's earlier acquisition of data-centric firms Datalogix and Bluekai. "Those were definitely data assets."

As Oracle integrates the additional data from its partners, it could be applied for marketers in new ways, Mr. Stetic said. "We view these partnerships as how they can enhance our entire ... suite of capabilities, so we maximize the solution not just across one area but also throughout our Marketing Cloud and beyond."

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