The 2018 Oracle CloudWorld event took place in early May at the new Hyatt Regency Hotel in Sydney. Attended by well over 1,000 people, the event covered a wide range of areas for today’s Cloud driven world.
We asked attendees what was important to them.
Our booth at Cloudworld this year was designed to incorporate some real time learning and interactivity. We asked our visitors ‘What matters in bringing surprise and delight to marketing automation?’ to get the thinking going, and then used sticky notes to capture responses.
The responses largely fitted into two categories:
- Those things that were pre-requisite to enabling surprise and delight – like good accurate data, consistent and reliable processes; and the ability to personalise; and
- The attributes that our visitors thought were important to create surprise and delight experiences such as the ability to engage and inspire, imagination and deliver the unexpected.
Talking about “principles to be guided by” later challenged our audience to think more deeply about their connections. In a world where feeling surrounded by insensitive bots and uninspiring mass communications is the norm, it seemed apt that top of the list was seeing people, not as data sets but the wonder detectors we all innately are.
Marketing now holds the funnel for sales
Shashi Seth, Senior Vice President at Oracle Marketing Cloud spoke about changes and enhancements to the various applications that make up the Oracle Marketing Cloud.
Specifically for the Eloqua audience, we’ll be seeing greater use of Apps to deliver campaign integration with Social platforms along with a range of new functions due for AsiaPac customers by the end of 2018.
CX Audience – Audience Designer
Given the arrival of the European Union’s General Data Protection Regulation on the 25th of May 2018, use of 3rd party data becomes more complex and problematic from a regulatory point of view. Solutions like Oracle Infinity and CX Audience will be a far more attractive solution for many Oracle Marketing Cloud customers.
The following is taken from a press release by Oracle in April 2018.
New Real-Time Behavioral Insights:
Allow marketers to rethink how data is applied across the entire customer lifecycle. With the launch of Oracle Infinity and Oracle CX Audience, marketers are able to build deeper, more profitable customer relationships by eliminating data silos and providing real-time insights into rich behavioral data. For further details, see Oracle Infinity and Oracle CX Audience announcement.
New Powerful and Scalable Loyalty Platform:
Empowers marketing professionals to engage and delight users with personalised loyalty programs spanning every phase of the customer lifecycle. For further details, see Oracle Loyalty announcement.
New AI Marketing Orchestration Capabilities:
Help increase open rates, conversions, and customer lifetime value by automatically identifying the best performing mix of send-time, channel, and messaging for individual customers.
New Ad Optimisation Capabilities:
Allow consistent experiences across browsers and devices, as well as accurate tracking of customer behavior and KPIs across devices, by enabling cross-device testing and personalisation for known customers.
Enhanced Campaign Development:
Streamlines campaigns development within Oracle Responsys by quickly and easily accessing the most up-to-date content stored within Oracle Content and Experience Cloud.
*SOURCE: Oracle Press Release 10th April, 2018 “Oracle AI Powers Future of Customer Experience Management“
The team at Marketing Cube has been supporting Oracle CX Marketing customers since 2007. We’ve been using Eloqua ourselves for that period and provided agency services as well as traditional application support for close to 150 customers across a wide range of industries & geographies.
If you’ve been using Oracle CX Marketing for some time and are looking for agency services e.g. strategic services, end-user coaching/training, campaign support and more, contact us today to talk further about how we can help you.