Oracle "unifies social landscape" with Social Relationship Management suite

Oracle has integrated all of its social acquisitions with the introduction of a new Social Relationship Management (SRM) suite for the enterprise.

Announced at South by South West, the suite combines Oracles’ capabilities brought by the purchase of Vitrue, Collective Intellect, and Involver last year alongside its business applications such as Oracle Fusion CRM and Oracle CRM.

The suite will also integrate with Oracle Eloqua, which it acquired last December, in a bid to provide a complete digital marketing solution that is measured against ROIs.

Some of the features offered in SRM include enhanced workflow and automation capabilities across channels, and improved listening and analytics to more accurately determine consumers' intentions and identify emerging trends.

Thomas Kurian, EVP of Oracle Product Development, said: “Social is driving significant change across enterprises, enabling businesses to rethink and restructure their traditional way of doing business.

“Oracle SRM brings together traditionally disparate social solutions into one, powerful enterprise platform, allowing customers to fully leverage and maximize social data, insights and interactions to improve customer interactions and business results.”

Yvette Cameron, VP and principal analyst at Constellation Research, said of the SRM: “The social landscape is extremely disjointed with hundreds of ‘social’ products - resulting in incomplete insights, fragmented relationships and inefficiencies across customers, partners and employees.

“Oracle has created a Social Relationship Management platform that unifies that experience and will provide a complete platform for end-to-end support for any enterprise relationship.”

The move sees Oracle continue to battle it out with Salesforce.com, this time in the field of customer engagement –a mantra that places strong emphasis on listening to the customer to form better relationships.

Last month, Salesforce.com founder Marc Beioff announced Salesforce.com would now be positioning themselves  as a ‘Customer Company’ with an eight point plan that focuses on listening, engagement, customer communities and servicing customers everywhere.