Appropriately held in the city of indulgence that is Las Vegas, Oracle’s 2019 Modern Customer Experience conference kicks off today (19 March) with the announcement of several upgrades to the Oracle Marketing Cloud suite.
Customers today are nothing if not self-indulgent, enabled by technologies that make it easy for them to get nearly anything they desire at the moment they desire it. Oracle’s Marketing Cloud aims to help marketers meet these customers’ expectations while building deeper, more profitable relationships with them, says Shashi Seth, senior vice-president of Oracle Marketing Cloud, which is part of the Oracle Customer Experience Cloud Suite. The updates Oracle announced today to Oracle Eloqua, Oracle Responsys, Oracle Infinity,and Oracle Maxymiserare intended to further enhance those capabilities.
“Customers today are unpredictable. It’s challenging to know what their next step will be, which makes it difficult to be contextually relevant with them,” Manoj Goyal, group vice-president of CX Unity at Oracle, told The Drum. “We’re helping our customers solve the problem of getting all the data into one connected profile so they can go after customers with intent, act on micro-moments and be contextual in real time.”
The updates to Oracle Eloqua are designed to better enable B2B marketers to link data and experiences across channels and improve account-based marketing outcomes. Oracle Infinity’s behavioral analytics and orchestration capabilities are now embedded in Oracle Eloqua, allowing marketers to use one data lake to improve personalization and segmentation, as well as optimize campaign orchestration. New integration with Oracle Data Cloud and DataFox provides insight into customer behavior and intent. And added AI and machine learning capabilities guide marketers through best practices designed to help them create more compelling content and more engaging experiences.
Oracle Responsys updates aim to enable B2C marketers to improve segmentation and targeting, as well as better connect customers’ experiences across channels. The tool now features a Recency, Frequency and Monetary (RFM) dashboard designed to help marketers use statistical models to standardize their segmentation and more accurately score customer engagement, which will help them identify their most valuable customers. Plus, a new integration with Oracle Maxymiser aims to enable marketers to provide a more consistent cross-channel web/email experience, optimizing the conversion funnel.
Updates to Oracle Infinity and Oracle Maxymiser include an integration between the two designed to provide marketers with the ability to visualize user behaviors with heat and zone maps — allowing them to improve the customer experience on their website. Additionally, the new Oracle Infinity Action Center provides insight into behavioral data from across touchpoints that marketers can use to improve segmentation and better personalize communications in real time. And a new Recommender engine uses that behavioral data to support one-to-one targeting at scale.
Collectively, these updates aim to provide marketers real-time intelligence so they can respond to customers’ nearly unpredictable actions in the moments that matter.
“The customer journey is dead. Marketers don’t have time for push-oriented communications to pre-planned segments,” Steve Earl, Oracle’s senior director of CX product marketing, told The Drum. “How do marketers survive today? They have to respond to customers in real time. It’s not a trivial problem to solve, but there is technology that can help.”