Gabrielle Tao, VP Product Management, Oracle
Marketers want to connect data and intelligence in order to provide great experiences for their customers. But, only 11% of marketers express strong confidence that they’re reaching the right audience.
To make my point, let’s take an average current data eco-system. It all too often looks like the following where each dotted line is a set of data extract, transform and load (ETL) jobs stitched together:
Figure 1: A disconnected data ecosystem does not help create connected intelligence nor experiences.
This eco-system approach often suffers from 4 problems;
And as a result, the aspiration for having a single customer view remains elusive.
Oracle recently introduced a new product called CX Audience that provides a solution for large-scale audience segmentation and audience analytics. This is the next step in a larger Oracle vision to realize the vision of a comprehensive data platform.
CX Audience offers these 3 main benefits:
Figure 2: Find your most engaged audience across all channels.
Figure 3: Explore and analyze audience behavioral data.
Some use case example questions of what CX Audience can help you answer include the following.
In CX Audience, marketers will find a data system that is connected (segmentation with analytics, pre-campaign with campaign and post-campaign), allows for flexible access 3rd party data readily built in, scales to handle cross-channel interactions data, and is business user-led.
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