Oracle updates its Marketing Cloud

Enhancements include a revised Canvas for orchestrating multichannel journeys and new drag-and-drop A/B testing for mobile apps.

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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, ecommerce, 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:

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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.


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About the author

Barry Levine
Contributor
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.

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