Cross-channel marketing
Web analysis facilitates targeted customer communications

To merge data from different sources more effectively, Oracle is adding new features to its Data Management Platform (DMP) within the Oracle Marketing Cloud.

The new look-alike modelling transfers target group data from various sources to the Oracle Data Management Platform. The new on-demand features import data from the web analysis platform, synchronise it as personal data and combine it with data records from other sources. Thanks to a self-learning algorithm and automated workflows, cross-channel marketing can now identify a target audience from a pool of almost 1 billion data records and address this audience with targeted campaigns. (Source: Oracle/bs)