Oracle Extends Marketing Cloud with Orchestration Canvas
Oracle today released Orchestration Canvas, an enhancement to the Oracle Marketing Cloud that helps marketers develop personalized customer experiences across web, mobile web, display, mobile apps, and email, and deliver these experiences based on unified consumer identities from different channels.
Oracle's Orchestration Canvas, which helps companies align and manage marketing activities across channels and gain a holistic view of the customer, offers a single platform for marketers to test, optimize, and execute marketing campaigns for any digital touch point across the customer journey.
Additional enhancements include a Mobile App Visual Editor where marketers can test and optimize mobile experiences across their mobile apps. With the new additions to the Oracle Marketing Cloud, marketers also gain the following:
- Adaptive Customer Path Creation and Optimization: Orchestration Canvas allows marketers to create event- and behavior-driven adaptive paths that let customers dictate the next step in their interaction. Customers optimize their own paths to purchase.
- True Cross-Channel Orchestration: Messages across channels can be generic, repetitive and irrelevant, which can weaken a customer relationship. Orchestration Canvas helps marketers connect all customer identities across channels to each single, unified profile with a rich understanding of each individual.
- Mobile Testing: Marketers can use a code-free, drag-and-drop interface to test and optimize mobile application experiences using everything from simple A/B tests, to complex nultivariate testing and segment personalization. In addition, marketers use rich customer preference and behavior data from mobile campaigns to inform other marketing campaigns being managed on the Oracle Marketing Cloud.
- Integrated Stack and Ecosystem: Marketers can unify customer data and applications through Oracle Marketing Cloud's integrated stack, helping marketing, sales, commerce, and customer service. In addition, marketers can use prebuilt integrations with the Oracle Customer Experience (CX) Cloud to leverage preference and behavioral data from across all interactions to further enhance customer profiles.
"Effectively orchestrating cross-channel marketing activities can be extremely complex for brands, but it is an area that marketing must tackle as discrepancies in experiences, and sometimes prices, erode trust and distance customers from a brand," said Steve Krause, group vice president of product management for Oracle Marketing Cloud, in a statement. "To help our customers address these challenges, we have broken down the silos that typically separate marketing teams with our new cross-channel marketing solution. This will help improve collaboration and empower marketing to orchestrate relevant real-time experiences."
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