OREANDA-NEWS. October 28, 2015. To help marketers and brands orchestrate real-time, personalized experiences with their ideal customers, Oracle has extended the Oracle Marketing Cloud with three new innovations: Offline Data Append, Match Multiplier, and Business Units for Content Marketing. These latest innovations enrich customer profiles with offline purchase data, enhance collaboration across content marketing initiatives and improve customers’ engagement across different devices. The latest enhancements to the Oracle Marketing Cloud also include new integrations with Oracle Service Cloud that help marketers leverage customer service data as a part of an integrated and consistent cross-channel experience.

According to a recent CMO Club study, only 13% of CMOs surveyed said they are able to truly deliver a personalized and engaging customer experience across channels. In order to address this challenge and tailor content and experiences to individual customers, marketers need to be able to listen to and capture contextual and behavioral data across social, mobile, Web, email, video and other digital channels, and combine this with relevant data from their “offline” behavior. By capturing and leveraging the right data, it is easier than ever for marketers to deliver a personalized and engaging customer experience across channels.

The latest innovations to the Oracle Marketing Cloud follow the recent acquisition of Oracle Maxymiser. Oracle Maxymiser, a global leader in digital customer experience optimization, helps marketers evaluate data, delivery methods and content to give customers unique, personalized experiences.

Additionally, the new innovations include: 

  • Offline Data Append: Marketers can now more easily leverage Oracle Datalogix to enrich digital customer profiles in the Oracle Marketing Cloud. The offline transaction-based data gives marketers a more holistic view of customer interactions with the brand both offline and online enhancing email deliverability, optimization and cross-channel interactions and enabling brands to better identify and target their ideal customers.
  • Match Multiplier: Helps marketers pool their ability to connect users across offline and online channels, and deliver anonymously, relevant cross-channel messages. This enables Oracle Marketing Cloud customers to achieve greater scale in their data-driven marketing than they could achieve on their own.
  • Business Units for Content Marketing: Marketers can now have a centralized view of their content marketing assets, calendar and analytics. Content marketing leaders can streamline all aspects of their content strategy – including users of the content, targeted personas and workflow across their different business units.  This can all be managed centrally within the Oracle Marketing Cloud.

To further enable marketers to impact the customer experience, Oracle has enhanced the integrations between Oracle Marketing Cloud and Oracle Service Cloud so that marketers can leverage data from Oracle Service Cloud to better orchestrate personalized experiences. For example, if a customer has reported a negative customer service experience, they could be temporarily omitted from a cross-sell or upsell campaign. 

“Modern marketing is not about creating large data warehouses of big data, it’s about activating the right data, in the right way, in the right channels, at the right time,” said Kevin Akeroyd, SVP and GM, Oracle Marketing Cloud. “We are introducing a number of key innovations to the Oracle Marketing Cloud, to help marketers improve customer engagement and conversion. The latest innovations enable marketers to optimize the customer experience and drive measureable results by enriching customer profiles, enhancing content marketing initiatives and improving cross-channel engagement.”