Oracle to acquire CrowdTwist, adding loyalty solutions to Customer Experience portfolio

Enterprise technology provider Oracle has announced plans to buy customer loyalty platform, CrowdTwist. The acquisition is the latest move by the software giant to build out its Customer Experience (CX) cloud. CrowdTwist’s technology will be integrated with Oracle’s Responsys, Eloqua and CX Unity platforms.

Why we should care

Brining the CrowdTwist’s customer loyalty solution into its CX cloud could give marketers already using Oracle’s existing CX solutions the ability potentially improve customer retention. Customer loyalty is a critical component to marketing initiatives. According to CrowdTwist, its cloud loyalty solutions can serve marketers’ specific use cases through its adaptable programs. Integrating loyalty rewards programs could help marketers seeking to expand their programs past single-channel execution to omnichannel efforts.

“Oracle is taking a unique approach to the customer data platform space, enabling the application of intelligence across every customer touchpoint,” said Oracle EVP Rob Tarkoff. “CrowdTwist’s leading loyalty platform will significantly augment Oracle CX’s ability to help our customers build more meaningful relationships with their customers.”

More on the news

• CrowdTwist offers over 100 out-of-the-box engagement paths.
• Oracle made major updates to its Customer Experience portfolio last month. The updates include new digital assistants, data-driven B2B sales capabilities and industry-specific AI features.
• Financial terms of the acquisition have not been made public.

Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.

About The Author

Jennifer Cannon

Jennifer Videtta Cannon serves as Third Door Media's Senior Editor, covering topics from email marketing and analytics to CRM and project management. With over a decade of organizational digital marketing experience, she has overseen digital marketing operations for NHL franchises and held roles at tech companies including Salesforce, advising enterprise marketers on maximizing their martech capabilities. Jennifer formerly organized the Inbound Marketing Summit and holds a certificate in Digital Marketing Analytics from MIT Sloan School of Management.