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September 21, 2010

Oracle updates CRM On Demand platform

Improvements in business planning and marketing the main talking points

By Steve Evans

Oracle has updated its CRM On Demand platform, introducing improved business planning and marketing features.

Unveiled at Oracle OpenWorld 2010 in San Francisco CRM On Demand 18 features enterprise-grade cloud security and network and access control. It features what Oracle calls progressive profiling and advanced data integration, enabling companies to target potential customers with more relevant messages using adaptive campaigns, and to increase conversion rates, the company said.

The improvements in business planning enables companies to create, modify and execute plans in response to market conditions, which shortens the planning cycle, provides early visibility to potential disruptions and improves the response time.

"Previously business planning was typically written on a Word document and kept "somewhere"," said Anthony Lye, SVP of Oracle CRM. "We’ve brought it into the CRM platform."

A combination of data encryption, virtual private network connections and access control auditing should ensure the security of customer data kept in the cloud, Oracle said.

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