Oracle has unveiled the latest version of its Customer Relationship Management (CRM) marketing applications, which it claims will help maximise sales profits.
The software provides a single repository of customer information that allows companies to target, personalise and refine marketing campaigns in real time.
The latest release of the Oracle E-Business Suite, called Oracle Marketing, features analytics for customer targeting, personalised dialogues for sales and marketing effectiveness, and centralised content management for message consistency.
The company said these enhancements will allow marketing managers to identify profitable customers or those most likely to defect, and to develop loyalty programmes.
"Feedback from our customers indicates that the true measure of marketing success is conversion of responses into revenue," said John Wookey, senior vice president of applications development at Oracle.
"For marketing solutions to work, they need to behave like revenue-generating applications, helping companies to more intimately know their marketplace and create marketing campaigns to drive business."
Another upgrade to Oracle Marketing is the addition of Oracle Content Manager, an application that is designed to create and maintain a single source of content.
Content Manager offers enhancements such as versioning, translation, approval and security. Content in the application can be accessed by any other Oracle E-Business Suite application.
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