Brightcove Enhances Oracle Marketing Cloud Integration

Brightcove, a provider of cloud services for video, has expanded its integration with the Oracle Eloqua marketing automation platforms to offer video marketing analytics.

Built on the initial integration that was announced last year, the new functionality provides marketers with heightened insight into the impact of their video marketing programs. The enhanced integration will be included as a module directly in the Brightcove Video Marketing Suite.

These latest enhancements enable every Brightcove Player to include Eloqua tracking, which allows marketers to capture viewer insight wherever they distribute that player; whether that's on their own Web site, landing pages, or third-party sites. Data, such as percentage watched and name of video watched, then flows back to provide enhanced reporting for lead scoring, sales and marketing follow-up, and content nurturing programs.

"We are excited to continue to bring customers the best in marketing automation and video technology through the new enhancements to our Oracle Eloqua partnership," said Linda Crowe, vice president of digital marketing solutions at Brightcove, in a statement. "The new functionality will empower customers with optimal insight into their video content."

Additionally, Brightcove is integrating with Oracle App Cloud partnerSnapApp, a platform that enables marketers to create, publish, promote, and measure interactive content, to bring the power of interactive content into video experiences. The integration allows marketers to weave interactive experiences like assessments, calculators, quizzes, polls, surveys, and contests into their video content. That data, along with video metrics from Brightcove, flows seamlessly into Eloqua for better lead scoring, persona identification, nurturing, and personalized follow up. This technology solution allows customers, like Symantec, to use implicit data from the video views with explicit information from the survey in lead scoring, lead escalation, and marketing programs.

"Video is a powerful form of communication that can now take a lean back experience and make it a truly engaging one," said Greg Posten, director of content strategy and storytelling at Symantec, in a statement. "Utilizing video to engage and educate viewers and, now, at the same time getting prospect insight via survey data, provides us with the most comprehensive view of who our prospects are and the kind of content they want."

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