Oracle updates its Marketing Cloud

Oracle is beefing up its Marketing Cloud, with announcements of an updated interface for coordinating multichannel campaigns and a new testing tool for mobile apps.

This week, the tech giant said its Program Canvas in the consumer-focused Responsys was being updated with a new name of Orchestration Canvas, a new look and the addition of web and mobile web.

Originally released in 2009, the Canvas offers the ability to sequence a customer journey for a targeted segment of users, using paths that adapt to events and user behaviors. Previous channels handled through the Canvas included email, mobile SMS, MMS, display ads, e-commerce, in-app messaging and push notifications.

While web and mobile web channels could be orchestrated before on the platform as part of a multichannel journey, Oracle says this is the easiest way yet. In the Orchestration Layer, marketers drag-and-drop channels and triggers to assemble a customer path for a given type of customer, such as setting up a followup email to a registered customer who puts a product into a website’s shopping cart but abandons the purchase before completing.

Here’s a screen in the newest Canvas:

Also unveiled: a Mobile App Visual Editor in Oracle Maxymiser, the tool in the Marketing Cloud that enables A/B and multivariate testing via a drag-and-drop interface. Before, Oracle users could not easily test alternatives in apps.

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.