Enterprise IT major Oracle announced major enhancements to the Oracle Marketing Cloud with a new campaign management solution called Orchestration Canvas.
With today’s announcement on Oracle Marketing Cloud, the US-based technology major is trying to assist marketers to develop personalized customer experiences across web, mobile web, display, mobile apps and email from all channels.
Oracle said its Orchestration Canvas assist marketers to align and manage marketing activities across channels and gain a holistic view of the customer. Oracle’s Orchestration Canvas is a single platform for marketers to test, optimize and execute campaigns for any digital touch point to deliver the best experiences.
“Effectively orchestrating cross-channel marketing activities can be extremely complex for brands, but it is an area that marketing must tackle as discrepancies in experiences, and sometimes prices, erode trust and distance customers from a brand,” said Steve Krause, Group Vice President Product Management, Oracle Marketing Cloud.
Other enhancements include a Mobile App Visual Editor that enables marketers to test and optimize mobile experiences across their mobile apps.
Adaptive Customer Path Creation and Optimization
Orchestration Canvas allows marketers to create event- and behavior-driven adaptive paths that let customers dictate the next step in their interaction with a brand. Customers optimize their own path to purchase, creating less friction in the buying process and better buying experiences.
True Cross Channel Orchestration
Orchestration Canvas helps marketers connect all of a customer’s identities across channels to a single, unified profile with a rich understanding of each individual. Marketers can use these enhanced profiles to provide more personalized and relevant customer experiences across channels.
Marketer-Friendly Mobile Testing
Marketers can use a code-free, drag and drop interface to test and optimize mobile application experiences using everything from simple A/B tests, to complex Multivariate Testing and Segment Personalization. Marketers use rich customer preference and behavior data from mobile campaigns to inform other marketing campaigns being managed on the Oracle Marketing Cloud.
Integrated Stack and Ecosystem
Marketers can unify customer data and applications through Oracle Marketing Cloud’s integrated stack, helping teams across the customer experience chain – from marketing to sales, commerce and customer service – bring a rich, unified and personalized experience to customers.
In addition, marketers can use prebuilt integrations with the Oracle Customer Experience (CX) Cloud to leverage preference and behavioral data from across all interactions to further enhance customer profiles.