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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in