Oracle announces customer-centric updates to four elements of its Marketing Cloud

Appropriately held in the city of indulgence that is Las Vegas, Oracle’s 2019 Modern Customer Experience conference kicks off today (19 March) with the announcement of several upgrades to the Oracle Marketing Cloud suite. Customers today are nothing if not self-indulgent, enabled by technologies that make it easy for them to get nearly anything they desire at the moment they desire it. Oracle’s Marketing Cloud aims to help marketers meet these customers’ expectations while building deeper, more profitable relationships with them, says Shashi Seth, senior vice-president of Oracle Marketing Cloud, which is part of the Oracle Customer Experience Cloud Suite. The updates Oracle announced today to Oracle Eloqua, Oracle Responsys, Oracle Infinity,and Oracle Maxymiserare intended to further enhance those capabilities. “Customers today are unpredictable. It’s challenging to know what their next step will be, which makes it difficult to be contextually relevant with them,” Manoj Goyal, group vice-president of CX Unity at Oracle, told The Drum. “We’re helping our customers solve the problem of getting all the data into one connected profile so they can go after customers with intent, act on micro-moments and be contextual in real time.” The updates to Oracle Eloqua are designed to better enable B2B marketers to link data and experiences across channels and improve account-based marketing outcomes. Oracle Infinity’s behavioral analytics and orchestration capabilities are now embedded in Oracle Eloqua, allowing marketers to use one data lake to improve personalization and segmentation, as well as optimize campaign orchestration. New integration with Oracle Data Cloud and DataFox provides insight into customer behavior and intent. And added AI and machine learning capabilities guide marketers through best practices designed to help them create more compelling content and more engaging experiences.