Recently, Oracle began beefing up its Marketing Cloud, announcing an updated interface for coordinating multichannel campaigns and a new testing tool for mobile apps.
Oracle said that their Program Canvas in the consumer-focus Responsys was being updated with a brand new name – Orchestration Canvas. It will have a new look, as well as the addition of web and mobile web.
Canvas was originally released in 2009 and offers users the ability to sequence a customer journey for a targeted segment of users, using paths that adapt to both events and user behaviors. Channels that were previously handled through Canvas included:
- Display ads
- In-app messaging
- Push notifications
although web and mobile web channels are orchestrated before on te platform as part of a multichannel journey, this is the easiest yet, according to Oracle. In the Orchestration Layer, marketers are able to drag and drop channels and triggers, letting them assemble a customer path for a given type of customer, such as setting up a followup email to a registered customer who has put a product into a website shopping cart, but abandons the purchase before completing.
Check out the following image, which is the newest version of Canvas:
Something else that has been unveiled is a Mobile App Visual Editor in Oracle Maxymiser, which is the tool in the Marketing Cloud that enables A/B and multivariate testing via a drag and drop interface. Oracle users were previously unable to easily test alternatives in apps.