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    ADBE   US00724F1012


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Adobe : Oracle uses AI to automate parts of digital marketing

09/20/2021 | 06:00am EDT

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

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

Unlike marketing campaigns aimed at consumers where the goal might be to raise brand awareness, the goal of those business-to-business campaigns is to produce what marketers call a "qualified lead" - that is, a person whom a salesperson can call to start a conversation that eventually turns into a sale. Low quality leads 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 assemble marketing campaigns and determine whether the people who interact with emails or advertisements might eventually buy a product, sending their contact information to sales teams.

To do it, the system sucks in data from a variety of sources. Some of the data, like email contact lists, will come from the Oracle customers who use the system. And some of the data will come from massive marketplaces of third-party data that Oracle has acquired in recent years to grow its digital advertising business.

"A lot of it is much more measurable than it has been in the past," Rob Tarkoff, executive vice president or Oracle's advertising and customer experience cloud, said of digital marketing campaigns. "We just said, 'this is a big computer science problem, and we're going to go solve it.'" (Reporting by Stephen Nellis in San Francisco; Editing by Stephen Coates)

© Reuters 2021
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Financials (USD)
Sales 2021 15 757 M - -
Net income 2021 4 797 M - -
Net cash 2021 2 697 M - -
P/E ratio 2021 62,4x
Yield 2021 -
Capitalization 296 B 296 B -
EV / Sales 2021 18,6x
EV / Sales 2022 16,0x
Nbr of Employees 22 516
Free-Float 79,1%
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Technical analysis trends ADOBE INC.
Short TermMid-TermLong Term
Income Statement Evolution
Mean consensus BUY
Number of Analysts 29
Last Close Price 622,83 $
Average target price 702,27 $
Spread / Average Target 12,8%
EPS Revisions
Managers and Directors
Shantanu Narayen Chairman, President & Chief Executive Officer
John Francis Murphy Chief Financial Officer & Executive Vice President
Abhay Parasnis Chief Technology & Product Officer
Cynthia A. Stoddard Chief Information Officer & Senior Vice President
Mark S. Garfield Chief Accounting & Administration Officer
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