Dive Brief:
- Marketers using Oracle Marketing Cloud have three new features in the platform that improve email targeting, manage content marketing, and reach customers across channels.
- One product, Match Multiplier, allows Marketing Cloud users to anonymously pool their ability to identify customers across multiple channels without sharing data.
- The new features were announced at OpenWorld, Oracle Marketing Cloud’s conference.
Dive Insight:
At the OpenWorld conference, Oracle Marketing Cloud's users found out about new features for the platform: Match Multiplier, Data Append and Business Units for Content Marketing.
Match Multiplier is designed to track customers across multiple channels by anonymously pooling multiple Marketing Cloud users' ability to track people across two channels without sharing any data. John Stetic, group VP of products for Oracle Marketing Cloud, told Ad Exchanger, “There’s no modeling involved, no analytics involved. It’s really the underlying mechanics of being able to identify users across two different channels in a very privacy-sensitive, privacy-safe way.”
Data Append combines customer lists with Datalogix’s transaction data for email targeting. Business Units for Content Marketing offers marketers a way to scale and manage content marketing.
Alexander Hooshmand, Oracle Marketing Cloud’s VP of product management, said, "We’re making it easier for clients to operate in a cross-channel way, and we’re doing it practically, as opposed to theoretically."
