What is Oracle Infinity?

If you’re in the digital marketing space, you’ve likely heard of Oracle Infinity. Maybe you use Eloqua or Responsys, and Infinity has been discussed as part of your ongoing quest to enhance your digital marketing efforts. Maybe you’re looking for new ways to manage your online behavioral data so you can market to customers in new ways. Maybe you simply heard the name “Infinity,” and you’re curious to know more. No matter where you’re starting, the important thing is that you’re headed in the right direction. As marketers, the more we use real-time behavioral analytics to drive engagement, the greater our success and the better the experience for our customers.

So, what is Oracle’s Infinity platform? What does it do? How does it do it? What value will you gain from using it? These are all great questions, and if you find yourself asking them, you are in the right place.

What is Oracle Infinity?

At its core, Oracle Infinity is a behavioral intelligence tool that captures customer interactions on your website and mobile apps in real-time. This information can then be used for analytics, in-the-moment targeting programs, and enhanced marketing communication. With Infinity’s easy-to-implement Javascript code, you can capture activities on your website the moment they happen, from page views and “likes” to form abandonment and cart abandonment. With its built-in reporting functionality, Infinity gives you the ability to analyze behaviors as they happen. You can then use this data to run remarketing campaigns, personalize content, cross-sell, and generate leads, among others. Infinity is completely customizable, so you can filter the information you need, ensuring optimal targeting and engagement.

Oracle Infinity IQ takes behavioral analytics to the next level, applying intelligence to your real-time analytics. This intelligence powers recommendations, personalizations, and predictions while customers are browsing your site or app. Infinity IQ combines the capabilities of Infinity and Maxymiser while also integrating seamlessly with your marketing automation platforms. This enhances personalization across all of your marketing initiatives and allows for product and content recommendations, website optimization, behavior visualization, and data sharing across platforms.

How Does It Work?

It all starts with data collection. By placing the Oracle CX tag on your website, you can track and analyze user behavior using Oracle’s Data Collection Application. The Oracle CX tag is a universal tag used across Oracle’s suite of products. Within the Data Collection Application, you’ll manage your Infinity tags, customizing as needed. Through a variety of available plug-ins, you can configure the way data is collected across your websites and applications. Implementing the tag across your platform is easy, even if you’re using a tag manager such as Google, Tealium, or Adobe. Natively, Infinity will track a number of standard parameters (key/value pairs). You can also add and edit custom parameters based on your particular data schema. This ensures you can track the data and events you need to satisfy your use cases. Once the tag is in place, and you’ve built parameters to your needs, Infinity tracks data immediately and is ready to use. If you’re planning to track data from your mobile apps, Oracle has an SDK available for Android and iOS. The SDKs capture clicks, zooms, swipes, taps, or actions and send the data to Oracle Data Collectors in batches.

What Does it Do?

With Oracle Infinity Actions, the platform listens continually for events you define based on customer behavior. When these events happen, Infinity sends the proper behavioral data to your system of choice, such as Responsys or Maxymiser, for further marketing. To create an action, you simply need to define the behaviors and filters that define the event of your use case. Then, you specify the data you want to send and the platform that should ingest that data. From there, your marketing technologies can use the information for personalization, recommendations, and further targeting.

Additionally, Analytics provides a powerful way for you to see behavioral data as it’s happening. Oracle Infinity Analytics has a number of standard reports to get your started such as campaign tracking, entry and exit, device access, search, and page activity, among others. You can also customize reports as needed, using the standard reports as your base or building from scratch. Reports are available immediately and can be built dynamically. Funnel analysis reports are even available, so you can see your customer’s journey in real-time.

Additional functionality is available with Oracle Infinity IQ such as Recommendations and Predictions. Recommendations uses machine learning to predict relevant content and products to your customers. The intent is to enhance engagement by offering information and offers that are most valuable. With Predictions, Infinity models the likelihood of a specific behavior. This can then run against live data to predict the likelihood of an action being taken. You can then take action to increase the chances of a conversion.

How Can It Benefit Me?

As you’ve read, with Oracle Infinity, you’ll have the power to target communication based on real-time customer behavior. Infinity makes it easy for you to personalize retargeting initiatives, trigger communication based on actions such as form and cart abandonment, and offer in-the-moment, relevant content and personalized recommendations to customers across multiple channels. Detailed behavioral data from your online properties will be at your fingerprints, and you can use that information for reporting, actions, personalization, and dynamic marketing initiatives when it matters most. Whether you want to remind someone about their cart items, recommend a product similar to the one they just purchased, or send a marketing message when their likelihood of purchasing is high, Oracle Infinity has you covered.

Interested in using Oracle Infinity in your marketing mix? Here at Relationship One, we have experts across all OMC platforms, including Infinity and Maxymiser. We are always here to help.