Oracle has introduced new innovations within the Oracle Marketing Cloud to help marketers deliver a more consistent customer experience across paid, owned and earned media. The improvements are aimed at helping marketers to orchestrate relevant mobile interactions for consumers and salespeople, clearly attribute revenue to marketing activities and optimize the experience for individual customers.
By introducing new mobile, data, content and reporting capabilities, the latest additions to the Oracle Marketing Cloud are intended to enable modern marketers to use digital technologies to deliver meaningful customer experiences and demonstrate the impact of marketing on business results.
“As we look ahead to 2016, marketing’s ability to modernize existing processes and embrace data, technology and content will increasingly define the success of organizations across all industries,” said Kevin Akeroyd, SVP and GM, Oracle Marketing Cloud. “For many marketers, this will require a significant transformation and that is why we are so focused on making marketing technology more integrated, more holistic and, frankly, easier to use. With the latest enhancements to the Oracle Marketing Cloud, we continue to deliver on that vision with an exciting set of new innovations that improve sales enablement, allow better cross-channel orchestration and help marketers directly attribute revenue to marketing activities.”
The new release includes enhancements to Engage and Profiler, Oracle Marketing Cloud’s sales tools, which help salespeople better understand the profile of their individual contacts and engage them with relevant content. In addition, expanded out-of-the-box in-app messaging is designed to help marketers deliver a relevant message to consumers within the context of a mobile application. A new self-service tool for audience data integration also helps marketing teams or their media vendors build integrations that send audience data from the Oracle Data Management Platform (DMP) into key digital advertising and media platforms, such as demand side platforms, ad networks and website optimization tools.
And, with new multivariate testing, marketers can now move beyond traditional A/B testing, which can oversimplify the complexities inherent in today’s consumer interactions, and can optimize the consumer experience by testing the performance of up to eight versions of the same message by analyzing variables including subject lines, content and the sender of the message.
A new set of dashboards also help marketers analyze what content and cross-channel interactions drive conversions. For power users, marketers can build customized reports based on specific engagement and conversion metrics that matter most to their business.
For more information on the Oracle Marketing Cloud, go here.