Oracle extends leadership with next generation of cross-channel orchestration canvas

NEW DELHI: U.S. software giant Oracle has announced industry-first innovations to the Oracle Marketing Cloud that will transform the way consumer marketers interact with customers across channels.

First to market in 2009 with the ‘Program Canvas’, these new enhancements make it easier for marketers to develop personalized customer experiences across web, mobile web, display, mobile apps and email, and to deliver these experiences based on unified consumer identities from different channels. For the first time, brands will be able to orchestrate a consistent and personalized experience to consumers at scale.

"Consumer marketers are under intense pressure to deliver consistent and personalized experiences, but are challenged with working in teams that operate in silos using only channel specific customer data. Without the context of a unified consumer identity, marketers are just scaling batch and blast practices across multiple channels," the statement said.

"To address this challenge, Oracle has introduced the next evolution in campaign management with its ‘Orchestration Canvas’, which helps brands align and manage marketing activities across channels and gain a holistic view of the customer. Oracle is making it quicker and easier to deliver the best experiences by offering a single platform for marketers to test, optimize and execute marketing campaigns for any digital touch point across the customer journey," it said.

“To help our customers address these challenges, we have broken down the silos that typically separate marketing teams with our new cross-channel marketing solution. This will help improve collaboration and empower marketing to orchestrate relevant real-time experiences," said  said Steve Krause, Group Vice President Product Management, Oracle Marketing Cloud.