To help simplify marketing across channels and deliver customer-centric campaigns, Oracle announced at its OpenWorld conference in San Francisco this week further integrations across Oracle Marketing Cloud.
According to a recent report by Forrester Research, 82% of marketers lack a unified view of the customer.
As a result, they fail to target customers appropriately across channels and risk damaging customer relationships with irrelevant promotions or messaging.
By integrating the Oracle Data Management Platform solution (formerly BlueKai Data Management Platform) with Oracle Cross-Channel Marketing, Oracle is helping marketers define, target, and retarget their ideal customers to build more-effective marketing programs.
“True customer centricity only happens when companies can unify their marketing data with the execution of messaging with that data under one umbrella,” says John Stetic, group vice president of products, Oracle Marketing Cloud. “This integration allows marketers to better understand the attributes and behaviors of their ideal customers and orchestrate an experience tailored to each one of them. By delivering more-relevant experiences, marketers can build long-term relationships with their customers that drive revenue and better lifetime value.”
With the integration, marketers can anonymize customer and prospect behavior data generated from Oracle Eloqua Marketing Cloud Service, such as campaign response and engagement level, and place it into the Oracle Data Management Platform. This data can be used for retargeting purposes, in search, display, site optimization, and mobile advertising.
Advanced analytics in the Oracle Data Management Platform provide marketers with new audience insights to better understand their customers and prospects. Marketers can now explore the characteristics of anonymized contact segments, drawing on more than 400,000 data attributes spanning more than 700 million current anonymous customer profiles.
Inside Oracle Cross-Channel Marketing, marketers can access data that contains behaviors, attributes, and preferences that make up an ideal customer. With the new integration, this data can be made anonymous and pulled back into the Oracle Data Management Platform, where digital marketers can create models of audiences that “look like” their ideal customers and then amplify their reach across acquisition channels.
The integration of the Oracle Data Management Platform into Oracle Marketing Cloud enriches Oracle Marketing Cloud’s existing integrations between cross-channel, social, mobile, and content-marketing solutions.