This allows businesses to create audience segments tied to the customer journey across devices, channels, media environments, and ID spaces.
“The explosive growth in connected devices has created immense opportunities for marketers to engage with consumers at the moments that truly matter,” said Steve Krause, group vice-president, product management, Oracle Marketing Cloud.
“To capitalise on this opportunity, marketers need to be able to manage audiences based on the engaged environment. This is critical to intelligent linking for use cases like cross-device targeting and that is why we have revamped the Audience Builder user interface within the Oracle Data Management Platform to help address device agnostic identity management.”
Consumers are increasingly interacting with brands across a range of different devices and environments (omnichannel), and marketers have the challenge of unifying consumer IDs from different platforms and devices to gain a holistic view of individual buyers.
The new user interface makes it easier for businesses to manage and select ID types in order to identify, build, plan, and analyse audiences based on the device or platform within which the ID was originally created.
This lays the foundation for the next iteration of the platform, which will further enable cross-device marketing by bridging IDs and scoring linkages between those IDs. This set of enhancements accelerates the convergence of adtech and martech within and outside of the Oracle technology stack.
Audience Builder enables marketers to plan audiences for their campaigns using a combination of their own data and third-party data sources. It can:
- Enhance audience segmentation and engagement: Understand audience composition by device and environment to increase the effectiveness of engagements.
- Optimise media buys: By identifying the devices driving conversions, marketers can modify campaign strategies to focus the conversion points and eliminate wasted impressions.
- Increase campaign effectiveness: By managing advertising dollars based on targeting environment, customers can personalize campaigns against the source ID for relevant retargeting and prospecting.
- Improve mobile app targeting at scale: Enables marketers to activate 1st and 3rd-party audiences on channels against their mobile ad IDs based on behaviours like mobile app installs.
- Integrated native tools for data ingestion and custom audience creation: Self-serve tools available in the platform for custom audience creation powered by Oracle Data Cloud’s Audience Discovery Platform, as well as embedded offline onboarding functionality via Oracle OnRamp, are now native functionalities of the platform.
- Enhanced personalisation: Maxymiser integration enables marketers to tap into 1st, 2nd and 3rd party data for testing and optimisation initiatives. This makes it easier for marketers to deliver experiences that are relevant to customers even before the first page view.
- Enhanced partner integration: Enables partners to self-integrate into the Oracle Data Management Platform by setting up their endpoint for turnkey data campaign delivery. Since the new self-service portal was launched in November 2015, more than 20 new partners have been added.
The Oracle Marketing Cloud is part of the Oracle Customer Experience (CX) Cloud that enables organisations to improve customer experiences, enhance loyalty, differentiate their brands, and drive measurable results by creating consistent, connected, and personalised brand experiences across all channels and devices.