Briefs

June 19, 2003 (1:27 p.m. EST)
TechWeb News

Oracle on Thursday announced Oracle Marketing, an updated version of its data-mining marketing application for corporations looking to use a single repository of customer data to target, personalize, and refine marketing campaigns in real time. Oracle Marketing's new features and enhancements include real-time customer analysis and modeling that can, for instance, pinpoint the most profitable customers who are also likely to defect to competitors. A business could then bring a loyalty program or customer-specific discounts into action to retain them, said Oracle.

The marketing application also integrates with Oracle's Scripting application, a call center program for creating and deploying telemarketing scripts. Marketing now more tightly connects to Scripting so that enterprises can create interactive scripts which focus on the specific campaign directed at that customer. Telemarketers can then turn to those scripts to personalize the call.

Here is the full story.