Published on the 19/04/2016 | Written by Newsdesk

Oracle has added new innovations and integrations to its Oracle Marketing Cloud, saying that in doing so it is extending its commitment to help consumer marketers target, convert and retain their ideal customers The latest additions mean marketers can use ‘differentiated audience data for targeting on their paid media, orchestrate cross-channel interactions and further optimise the customer experience’.

Marketers can now improve the customer experience through a new direct integration between Oracle Maxymiser and Oracle Responsys applications. The integration enables marketers to use Oracle Maxymiser-delivered messaging on a website in conjunction with messaging in email, SMS, MMS, push messaging, in-app messaging and display advertising. In addition, Oracle Maxymiser is now fully integrated with the Oracle Data Management Platform. The integration empowers marketers to tap into first, second and third party data and use it for audience testing and optimisation initiatives.

To help marketers connect the right audience data and deliver a more consistent customer experience, new integrations with the Oracle Data Cloud have been introduced to the Oracle Marketing Cloud’s Data Management Platform. By leveraging Oracle Data Cloud’s enhanced modelling solution, the first integration gives marketers the ability to model their online audiences based on critical offline data, such as in-store purchase transactions. The second integration gives customers access to Oracle Data Cloud’s AddThis Audience Discovery tool, which helps marketers better understand and target their ideal audience with relevant paid media campaigns. The powerful data-driven marketing solution uses natural language processing to look at keywords on billions of web pages across the web. It transforms those keywords into audience data that is based on the online behaviours of two billion unique users traversing more than 15 million websites around the world.

The latest additions to the Oracle Marketing Cloud also reduce the complexity of data-driven marketing by delivering greater insight into how customer engagement drives revenue. By leveraging the speed and scale of Oracle Business Intelligence, Oracle Marketing Cloud now provides marketers with advanced data visualisation and investigation tools through an easy-to-use interface that delivers deep insights into performance across different channels. To further enhance usability, a new graphical audience segmentation feature allows B2C marketers to benefit from segmentation logic that is easier to visualise, test and reuse.

“Marketing has the opportunity to take the lead in driving a deeply personalised customer experience across all channels, touch points and interactions,” said Steve Krause, group vice president, Product Management, Oracle Marketing Cloud. “To help marketers capitalise on this opportunity, we have introduced a number of new integrations and innovations within the Oracle Marketing Cloud that help B2C marketers orchestrate and personalise the full customer experience. The latest additions include powerful data integrations that will help brands increase engagement and optimise marketing spend.”