Oracle's Responsys email marketing solution gained machine learning capabilities this week, thanks to a new integration with Boomtrain's marketing platform.
The partnership between Oracle and Boomtrain will help Oracle customers and marketers personalize Web-based and email content with predictive personalization through machine learning.
Boomtrain’s integration on the Oracle Marketing AppCloud is Oracle’s first partnership for predictive marketing personalization.
“We’re excited to be Oracle’s first machine-learning partner for the Responsys platform,” says Nick Edwards, CEO and cofounder at Boomtrain. “Machine learning has typically been thought of as something only the big players like Amazon and Facebook are able to develop and leverage. Now, marketers at companies of any size have access to this technology, with the ability to deliver individualized content and truly personal experiences at any scale.”
Through this partnership, Boomtrain will enable email marketers using its Oracle Marketing Cloud to easily develop a full understanding of individual consumers based on
how they interact with a brand's Web site and email campaigns. By applying this first-party data to Boomtrain’s predictive algorithms, customers can recommend the content or product
that each individual user is most likely to engage with.
Edwards says Boomtrain's customized interest graph is a benefit to email marketers and helps differentiate Boomtrain's and Oracle's solution from other machine-learning competitors. Boomtrain's User Interest Graph helps marketers create the most relevant and personalized marketing content by offering a holistic view of each customer and content analytics that pinpoint the best type of content and language that will encourage them to interact with a brand.
“Personalization” is a noisy term, and many vendors claim to do aspects of what we do,” says Edwards. “But there’s no competitor that we’ve come across that offers the ability to deliver a custom interest graph as a service to predict the optimal content experiences across email, mobile, and the Web.”
Although Boomtrain says its partnership with Oracle is not exclusive, Edwards confirms that the company was selective in its partner program. “Both Boomtrain and Oracle teams are heavily invested in the future of machine learning and how it is reshaping the marketing technology landscape,” says Edwards.“As Oracle continues to expand their impressive marketing cloud suite, they’re getting serious about enabling truly individualized communication at any scale.”
Edwards predicts that machine learning will help mark the end of batch and blast email marketing campaigns in 2016.
“In 2016 the era of 'shout at me' marketing will finally die an inglorious death,” Edwards says.