Oracle continues to put its $1.5 billion marketing technology to use.
The Redwood City, Calif.-based 120,000-employee giant released updates to its B2C cross-channel marketing cloud. The B2C capabilities, born out of the Responsys acquisition, include real time, behavior-driven program orchestration.
Asked why Oracle stands out here, an official told CMSWire that today’s traditional campaign and journey tools create linear paths that aren’t dynamic. They don't "keep pace" with the unpredictable way in which customers move through the world.
"Because they rely on static segments that aren’t real-time, manual work is required by IT and technical stakeholders to work properly," said Chris Lynch, senior director and head of product for the Oracle Marketing Cloud. "Once a customer deviates from the pre-determined path, the journey has an abrupt ending. The result: missed revenue opportunities."