• by Jess Nelson , November 19, 2015

Oracle Marketing Cloud announced this week a series of product enhancements to help marketers improve cross-channel orchestration, optimize paid advertising reach and better align sales and marketing departments.

A new self-service tool allows marketers to optimize their paid advertising reach by leveraging better audience data, thanks to the enhanced Oracle Data Management Platform that now integrates owned, first-party data with purchased, third-party data. Customers can also activate promotions through any app partner in Oracle’s ecosystem.

An updated in-app messenger now allows marketers to orchestrate mobile efforts across additional channels that include email, text messaging, and social media.

“We really wanted to address consumer marketing and how marketers can organize in a more coordinated way,” says Chris Lynch, senior director and head of product marketing for Oracle Marketing Cloud. “Oracle offers a centralized hub to orchestrate messages across channels.”

Oracle Marketer Cloud users can now optimize their campaign performance with enhanced multivariate testing, an upgrade to traditional A/B testing.

“Marketers want to be more intelligent by not just creating a campaign, but testing it,” says Lynch. “Marketers can test up to eight different versions of an email message, from subject line to who the email comes from to clicks and opens.”

Oracle has also upgraded its sales tools Engage and Profiler with pre-loaded mobile campaign content and a Google Chrome extension, respectively.

The marketing cloud space is a heated one, but Lynch believes Oracle is the most data-driven marketing cloud available.

“Other clouds’ approach to segmentation is not in real-time,” says Lynch. “Customers move about the world in an unstructured way and we can’t assume it will be a linear path. The ability to listen to all that data is something we really believe is unique about Oracle Marketing Cloud.”