Data-Driven Oracle Updates Marketing Cloud

Oracle revealed several additions and integrations to its Marketing Cloud on Wednesday, simplifying how Oracle marketers can access and leverage data in their campaigns. 

Oracle has connected the dots between its data management platform and marketing automation services, allowing marketers to act quickly on audience insights and data segments.

Oracle Responsys and Oracle Maxymiser have been integrated to work in tandem, enabling marketers to provide consistent messaging across cross-channel campaigns including email, SMS, MMS, push notifications, in-app messaging, display advertising and a company’s Web site.

In addition, Oracle Maxymiser is now fully integrated with the Oracle Data Management Platform. By connecting previously siloed data, Oracle marketers can build a more complex and comprehensive profile of each individual customer for more personalized marketing.

“The key here is integration,” says Chris Lynch, senior director and head of product marketing for Oracle Marketing Cloud. “When we say we want to pull these different products together, we really mean it. Being able to connect the different apps marketers work with, the data they work with and the different media channels they work with is vitally important and really core to our product philosophy.”

Oracle has also added additional audience data sets available inside of the Oracle Marketing Cloud, including the social insights data made available through the company’s acquisition of AddThis in January.

AddThis data allows Oracle to pick up on different keywords that people interact with on the Web. For example, a retailer could have an audience segment for consumers who search for and interact with “designer jeans” online.

By targeting prospects that have already expressed interest in a particular product or service, Oracle marketers can improve conversion rates by optimizing resources on accounts that are most likely to convert to a sale.

Not surprisingly, Oracle also expanded the account-based management (ABM) marketing services available in its Marketing Cloud for more targeted lead generation.

Brands can target specific companies by industry thanks to a direct integration between Bluekai, Oracle’s data management platform (DMP), and the Marketing Cloud.

Oracle previously announced a partnership with Demandbase last week that also provides Marketing Cloud marketers with additional account-based management data and solutions. Demandbase’s machine-learning algorithms identify common attributes between prospects, such as company size, industry or location.

 

 

 

 

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