CEO Mark Hurd Is Firm on Oracle's CX Commitment at Modern Customer Experience Conference

email marketing, and marketing automation tools and transform the disparate data sources into cohesive audience data for targeting.

The lookalike modeling will enable marketers to "use Bluekai to define an interesting segment, find more people like the ones in that segment, and then try to acquire them through advertising," Steve Krause, group vice president of product management for Oracle Marketing Cloud, explained in a briefing. This function was previously only available in the Bluekai environment, but can now reach into Responsys and Eloqua as well, Krause said. The OnDemand On-Board, in turn, can now pull out data that normally lives in repositories such as CRM systems and data warehouses and "transfer it into the DNP for the purposes of targeting," according to Krause.

Oracle introduced a number of other new features as well, such as Rapid Retargeter and Oracle ID Graph. Rapid Retargeter allows for retargeting to happen much quicker than before—within seconds, not hours. "Once the system detects that someone has abandoned the cart, there's little latency between retargeting...it happens almost instantly," Krause said. "It's also very flexible, and once an event, such as an abandoned cart, takes place, it's easy to orchestrate a multichannel approach, not just an email follow-up," he added. ID Graph is an important addition to the Oracle Marketing Cloud as well, because it facilitates cross-channel identity resolution. "Customer interactions are now happening on different channels, and with the current technology, they see the same person as different across different channels. That makes me look stupid," Krause said. "ID Graph stitches these identities together," he explained.

The updates that Oracle announced all had something in common—they aim to arm marketers with highly integrated, customer-centric solutions that offer something beyond traditional marketing content, presenters agreed. Content is no longer king, Kevin Akeroyd, general manager of the Oracle Marketing Cloud, said during his presentation. "What the CMO needs," he said, "is the right data, married with the right behaviors, in the right context, in real time."

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