Oracle Updates Its Marketing Cloud

Oracle today introduced several enhancements to its Oracle Marketing Cloud, enabling marketers to orchestrate relevant mobile interactions, attribute revenue to marketing activities, and optimize the experience for customers.

By introducing new mobile, data, content and reporting capabilities, the latest additions to the Oracle Marketing Cloud enable marketers to use digital technologies to deliver meaningful customer experiences and demonstrate marketing's impact on business results.

The new release includes enhancements to Engage and Profiler, Oracle Marketing Cloud's sales tools. The new release of Engage makes pre-loaded campaigns and content accessible on mobile devices, while Profiler now enables salespeople to get a more holistic view of the customer through a new Google Chrome Extension.

Expanded out-of-the-box in-app messaging empowers marketers to deliver relevant messages to consumers within the context of a mobile application. Messages can now be orchestrated alongside email, social, push, SMS, MMS and other channels orchestrated inside the Oracle Marketing Cloud.

A new self-service tool for audience data integration helps marketers 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 Web site optimization tools.

With new multivariate testing, marketers can now move beyond traditional A/B testing and test up to eight versions of the same message by analyzing variables like subject lines, content, and the sender of the message.

A new set of dashboards helps marketers analyze what content and cross-channel interactions drive conversions and then build customized reports based on specific engagement and conversion metrics.

"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, senior vice presideent and general manager of Oracle Marketing Cloud, in a statement. "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."

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