Oracle bolsters Marketing Cloud to show CMOs the big picture

New features aim to offer a more holistic view of customers, even as they switch devices and channels

It's a common theme that spans functional areas within the organisation: data remains stuck in silos, making it all but impossible for decision-makers to get a glimpse at the big picture. Zeroing in on marketers' experience of this problem, Oracle has rolled out several enhancements to its Marketing Cloud designed to help companies develop a more holistic view of their customers.

Among the new features unveiled at Oracle's Modern Marketing Experience event this week in Las Vegas are Oracle ID Graph, Rapid Retargeter and AppCloud Connect.

Oracle ID Graph is designed to help marketers connect the many identities a consumer may have across channels and devices and understand that they all belong to the same person.

"Customers interact with companies in dozens of highly fragmented touchpoints," said Kevin Akeroyd, general manager for the Oracle Marketing Cloud. "Most companies can't put together the 'you' they know in each of those -- you end up being 17 different customers in 17 different databases within one company."

By surfacing the person behind all those identities, the new capabilities are designed to help marketers orchestrate a consistent and personalized experience, Oracle said.

Rapid Retargeter, meanwhile, works toward a similar goal by enabling marketers to tailor customer interactions as they happen and deliver the most relevant and timely message. When a shopper abandons an online shopping cart, for instance, the marketer can immediately send an email reminder of the cart's contents.

AppCloud Connect, on the other hand, is a set of APIs and open frameworks designed to enable organisations and technology vendors to leverage apps and media within the context of Oracle Marketing Cloud.

Focusing on the data-management portion of the Oracle Marketing Cloud, meanwhile, are two new features designed to help marketers connect audience data from across disparate marketing tools for better targeting.

New Lookalike Modeling capabilities aim to make it easy for users to transfer audience data into the data-management platform, where a self-learning algorithm and automated workflow can help identify a target audience. OnDemand On-Board capabilities allow marketers to import data from their Web analytics platforms and use it as audience data within the data-management platform.

Oracle also announced new integrations between Oracle Marketing Cloud and the company's Commerce and WebCenter Sites products. The goal, once again, is to unify the platforms, people and processes underlying the customer experience for more consistent messaging and branding.

"It's no longer acceptable to treat the customer as 17 different people," Akeroyd said. "CIOs and CMOs need to be locked at the hip."

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in