Oracle’s New Customer Engagement Connectivity Tools Provide Real-Time Relevancy

Oracles new customer engagement This year’s Modern Marketing Experience in Las Vegas was an enlightening conference to help marketing professionals across every facet of the customer experience landscape discover and embrace innovative ideas and best practices. Presented by Oracle, every immersive session was filled with leading customer engagement experts dedicated to providing the tools and tactics needed to help modern marketing adapt to quickly changing customer demands.

Among these sessions was an informative discussion that focused on a range of new services offered by Oracle Marketing Cloud. During a session titled, “Oracle Marketing Cloud Product Update: How Does Modern Marketing Work?,” John Stetic, Oracle GVP of Product Development, and Steve Krause, Oracle GVP of Product Management, discussed new innovations that can help marketers thrive in an extremely challenging environment.

These new features−Oracle ID Graph, Rapid Retargeter, and AppCloud Connect−promise to help brands manage data, target model customers, and match real-time customer actions to provide more relevant and meaningful customer experiences across all channels.

Oracle ID Graph helps brands make connections across vast swaths of disparate channels and data streams. Most marketers now realize the immense importance and power of leveraging data. Many, however, are having trouble successfully assimilating this data because there is such an enormous amount that is constantly being generated. What’s more, it seems to be coming from every direction at once.

Oracle officials believe that ID Graph will alleviate many of these problems by pulling together vast volumes of customer data aggregated from across channels, brands, products, and from both on and offline services. By offering the dynamic tools necessary to create seamless linear paths that pull together numerous marketing identifiers, which are ultimately connected to a single person, Oracle ID Graph builds more personalized profiles and more engaging customer experiences.Oracle new customer engagement

“Data is the fuel for the marketing engine, and when it gets down to one-to-one you need to have data about that one,” Stetic explained. “That includes things like transactional history, which includes dealing with data management platforms, and various forms of behavioral data. It is not a big mystery that the marketers that can command the data in a way that is more comprehensive, and that quickly brings it to bear, are going to do better.”

The key, therefore, is to be comprehensive and quick. And this is where Oracle’s new Rapid Retargeter comes into play.

By combining with Oracle’s B2C Cross-Channel Marketing, Rapid Retargeter adapts to customer interactions in real-time by offering the most timely and targeted messages possible. One example is the abandoned online shopping cart. With Rapid Retargeter, customers might receive personal email reminders or even completely personalized display-advertising campaigns to encourage them to complete a certain action or to consider further interactions. Rapid Retargeter is different than previous retargeting tools in that it avoids latency to a very high degree. As its name implies, Rapid Retargeter coordinates data across every channel to retarget customers almost immediately.

Rounding out the discussion, the speakers also touched on the capabilities of AppCloud Connect, which is an integrated collection of APIs and open frameworks that allow users to extend the capabilities and functionalities of the Oracle Marketing Cloud. AppCloud further facilitates a greater range of connectivity by giving marketers and vendors more and better ways to share almost anything through a range customizable apps, widgets, and drag-and-drop tools.

This is just one more real-time solution that will attempt to mitigate the integration issues and customer engagement difficulties brands continue to struggle with. This real-time relevancy is ultimately what Oracle is hoping to provide.

“The goal is to have the kinds of profiles and to use the kinds of information to better target and personalize,” Stetic said. “That’s a win-win. It is about relevance. And it is impossible to be relevant when you don’t know anything about someone.”

About the Author: Mark Johnson

Mark is CEO & CMO of Loyalty360. He has significant experience in selling, designing and administering prepaid, loyalty/CRM programs, as well as data-driven marketing communication programs.

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing