Oracle updates its Marketing Cloud

Oracle is beefing up its Marketing Cloud, with announcements of an updated interface for coordinating multichannel campaigns and a new testing tool for mobile apps.

This week, the tech giant said its Program Canvas in the consumer-focused Responsys was being updated with a new name of Orchestration Canvas, a new look and the addition of web and mobile web.

Originally released in 2009, the Canvas offers the ability to sequence a customer journey for a targeted segment of users, using paths that adapt to events and user behaviors. Previous channels handled through the Canvas included email, mobile SMS, MMS, display ads, ecommerce, in-app messaging and push notifications.

While web and mobile web channels could be orchestrated before on the platform as part of a multichannel journey, Oracle says this is the easiest way yet. In the Orchestration Layer, marketers drag-and-drop channels and triggers to assemble a customer path for a given type of customer, such as setting up a followup email to a registered customer who puts a product into a website’s shopping cart but abandons the purchase before completing.

Here’s a screen in the newest Canvas:

Also unveiled: a Mobile App Visual Editor in Oracle Maxymiser, the tool in the Marketing Cloud that enables A/B and multivariate testing via a drag-and-drop interface. Before, Oracle users could not easily test alternatives in apps.