Oracle introduced several tools at its Modern Marketing Experience event this week designed to help marketers track customers across channels and devices, as well as identify prospects that match the profiles of their best customers.
In an interview with Demand Gen Report, John Stetic, Group VP of Product for Oracle Marketing Cloud, said these moves offer tighter integration between many of the company’s recently acquired technologies, including Eloqua’s marketing automation platform, BlueKai’s data management platform and the Responsys cross-channel marketing platform.
“We’re developing stronger connections between our acquired products,” Stetic said, “opening up use cases for our customers and giving them opportunities to use data to learn even more about their customers and make stronger, more personalized connections.”
Among the additions to the Oracle Marketing Cloud is Oracle ID Graph, a tool that positions marketers to connect customer identities across multiple marketing channels and devices.
In his keynote address, Stetic said one of the biggest hurdles marketers face is understanding customers as they engage through different devices and channels. ID Graph aims to analyze channel identifiers, such as email addresses and Twitter handles, and device-centric indicators, such as a desktop, mobile or tablet devices, to establish a single customer identity.
“There is so much about today’s modern interactions that is unstructured, and that can be frustrating for marketers looking to provide a seamless cross-channel experience, and ID Graph looks to bring marketers a more holistic view of their customers," Stetic explained. "ID Graph helps to build a strong thread between what we refer to as directly addressable channels, such as email, and indirectly addressable channels, such as advertising.”
The company also unveiled Lookalike Modeling, a tool designed to enable users of Oracle’s Cross-Channel Marketing Automation Platform to collect data from web analytics, email marketing and marketing automation to develop targeted lists of prospects that mirror their ideal customers.
“If I’ve got a set of customers that are highly engaged, as a marketer I want to find more people like them,” Stetic said. “ID Graph takes advantage of the technology from our BlueKai acquisition.”
To help marketers leverage data to identify their ideal customers, Oracle also introduced OnDemand On-Board. This tool is designed to import data from web analytics and push it directly into the data management platform. These capabilities enable marketers to avoid long integration cycles and improve their conversion rates, according to Stetic.
Stetic added: “With the addition of Lookalike Modeling and OnDemand On-Board, we are introducing innovative new capabilities to our data management platform that will help marketers break down traditional silos and connect the relevant data they need to create great customer experiences.”
Other news from the event included:
- Rapid Retargeter, designed to help marketers adapt their retargeting efforts based on real-time buyer interactions and then deliver relevant content; and
- AppCloud Connect, a set of APIs and open frameworks that enable organizations and marketing technology vendors to leverage apps and media within the context of Oracle Marketing Cloud.