Oracle Helps Marketers Leverage Data Trapped in Different Marketing Systems
New capabilities within Oracle Marketing Cloud’s Data Management Platform enable marketers to maximize data from marketing automation and web analytics platforms
MODERN MARKETING EXPERIENCE – LAS VEGAS – April 1, 2015 – To help marketers unlock the value of marketing data, Oracle today announced two new capabilities within Oracle Marketing Cloud’s Data Management Platform: Lookalike Modeling for Cross-Channel Marketing Automation customers and OnDemand On-Board. The new innovations enable marketers to pull together data sitting in web analytics, email marketing and marketing automation tools and transform it into audience data for targeting.
Modern marketers have access to more data than ever before, but this data is often stored in email, cross-channel, and marketing automation solutions or locked inside another marketing system, making it difficult for marketers to use that data to effectively target audiences or maximize the impact of campaigns. In fact, according to Forrester Research, 85 percent of analytics and measurement professionals cite managing data and ensuring data quality from a variety of sources as their top challenge that prevents their organization from making better use of customer analytics(1).
The latest additions to Oracle Marketing Cloud’s Data Management Platform address this challenge by helping marketers connect audience data from across disparate marketing solutions to enhance targeting. With the new Lookalike Modeling capabilities, the Oracle Data Management Platform will make it simple for Oracle Cross-Channel Marketing customers to transfer audience data into the Oracle Data Management Platform. There marketers can then take advantage of Oracle Data Management Platform’s self-learning algorithm and automated workflow to identify an audience that looks just like their ideal customers, pulling from an audience pool of nearly one billion profiles.
The new OnDemand On-Board capabilities help marketers make web analytics data more actionable by allowing them to import data from their web analytics platforms and surface it as audience data within the Oracle Data Management Platform. Marketers can then classify and categorize audience data from their web analytics platforms using a simple taxonomy so that it can be combined with other proprietary and third-party data they have inside the data management platform. By taking pre-existing web analytics data and pushing it into the data management platform directly, marketers can avoid long integration cycles and improve their conversion rates.
“To meet ever increasing customer expectations, marketers need to take a more integrated approach to managing audience data that allows the customer experience to be carefully orchestrated across paid, owned, and earned media channels,” says John Stetic, group vice president of products, Oracle Marketing Cloud. “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.”
1. The State Of Customer Analytics: Majority Of Firms Lack Sophistication, Forrester Research, Inc., December 5, 2014.
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