Oracle announced a number of new features for its marketing cloud at its Modern Marketing Experience conference in Las Vegas last week. The new solutions included an ID graph, real-time content adaption, and enhanced integration of the marketing cloud with other Oracle applications.
- Oracle ID Graph will help marketers link individual consumer profiles across multiple channels, resolving apparently disparate identities used by the same person.
- Oracle Rapid Retargeter adapts content in real-time in reaction to customer behavior, providing relevant messaging, and can be used with Oracle ID Graph to react to behavior across a range of touchpoints.
- AppCloud Connect is a set of APIs and frameworks enabling integration of existing apps like Oracle Sales Cloud and Oracle Service Cloud with the marketing cloud.
Oracle’s marketing cloud was launched in April 2014. By last October, Oracle–along with IBM–was lagging behind marketing cloud market leader Adobe according to a Forrester assessment, in part because of perceived weak integration. In its recent announcements, Oracle has sought to emphasize the extent and comprehensiveness of integrations: “The integrations between Oracle Marketing Cloud’s Cross-Channel Marketing Solution and Oracle Commerce and Oracle WebCenter Sites further expand one of the industry’s most comprehensive marketing technology ecosystems.”
