Digital marketing/data management software provider [x+1] is integrating its Origin Digital Marketing Hub solution with the Oracle RightNow CX Cloud Service.

Origin Digital Marketing Hub from [x+1]  is a platform designed to allow individual management of customer touchpoints. Using a real-time Predictive Optimization Engine (POETM), marketers can identify and respond to individual customer experiences with channel-specific messages optimized for certain results, such as conversion or cross-selling. The platform also offers web services APIs and analytics.

The integration allows the connection of Oracle RightNow CX Cloud Service’s cross-channel customer service capabilities to Origin Digital Marketing Hub’s decisioning and business rules.

Integration Fits into Oracle’s Master CX Plan

Allowing the Origin Digital Marketing Hub to integrate with RightNow CX Cloud Service appears to fit in well with Oracle’s broader customer experience (CXM) strategy. In June 2012,  Oracle SVP for Oracle CRM Anthony Lye told CMSWire that CXM strategy is a combination of two years of work -- both organic development and through acquisitions to put together a solution footprint that “you won't see anywhere else.”

Lye sees customer experience as the single biggest transformation that is affecting business -- the experience is the only substantial differentiator that companies have. According to Lye, today’s customer experiences are built, maintained and managed outside of CRM and organizations need a vendor who can bring all these things together into a cohesive strategy, while supporting the CRM investments they have. Lye said this includes things such as “experience-based apps that are multi-channel and cross channel,” which seems to line up nicely with the functionality of Origin Digital Marketing Hub. 

Learning Opportunities

Origin Digital Marketing Hub – A Closer Look

[x+1] is not among the better known digital marketing solutions providers, so it may be helpful to take a brief closer look at what the Origin Digital Marketing Hub is all about. In January 2012, Internet advertising publication Adotas examined some of the details of Origin. The platform performs activities such as matching data based on a first-party key, eliminating the possibility of having third-party cookies rejected and simplifying the implementation of data.

In addition, customer eligibility to receive messages can be individually tailored, so for example a customer can be set as ineligible to see a certain offer if they’ve bought a particular product. Other features include automatic dashboard alerts set against changes in data.

[x+1] has attained Gold Partner status in the Oracle Partner Network (OPN).