Oracle Marketing Cloud Adds Real-Time Personalization Features
- Written by Brian Anderson
- Published in News Briefs
In a move designed to help marketers provide real-time, personalized experiences to anonymous prospects, Oracle announced three new features to its Oracle Marketing Cloud at Oracle OpenWorld 2015.
The new features — Offline Data Append, Match Multiplier and Business Units for Content Marketing — position marketers to enrich customer profiles with offline purchase data, enhance collaboration across content marketing initiatives and improve customers’ engagement across different devices.
“With so much of the buyer’s journey being done anonymously, these new tools will help marketers tailor their interactions with buyers even before they identify themselves to improve customer engagement and experiences,” said John Stetic, Group VP of Products for Oracle Marketing Cloud, in an interview with Demand Gen Report.
Highlights of the new features include:
Offline Data Append, which positions marketers to more easily leverage Oracle Datalogix to enrich digital customer profiles in the Oracle Marketing Cloud.
Match Multiplier, which aims to help marketers pool their ability to connect users across offline and online channels and deliver anonymously, relevant cross-channel messages. Stetic explained that marketers can contribute anonymous visitor identifiers to the database to provide more information on each customer’s journey, which will help marketers tailor their messages.
Business Units for Content Marketing, which provides marketers with 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.
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 a cross-channel experience.