Oracle Responsys is well known and trusted among the world’s largest retailers, airlines, consumer and digital-first brands as the digital marketing platform for cross-channel orchestration at enterprise scale. With consumers demanding ever-stronger omnichannel experiences, we continue to invest in improvements to support mobile engagement, cross-channel intelligence and analytics so you can continue to exceed your customers’ expectations. Of course, we’re also integrating generative AI capabilities.
If you haven’t explored these new capabilities yet, read on for what’s new and noteworthy to help you reach your customers with compelling content.
Improved Mobile Analytics
Better analytics means better decisions and better strategies. Oracle Responsys now supports more sophisticated analysis of audience behaviors, including:
Funnel analysis. Create and manage funnels using standard and custom user activity on your Mobile App. Enable marketers to analyze how long it takes customers to move through the funnel, which stages of the funnel are the slowest to move through, and where customers drop out most often. These insights can directly inform tests and changes to improve conversion rates and shorten the time from awareness to conversion.
Cohort analysis. Group mobile app users with shared characteristics and then track their performance over time. For example, measure retention and churn rates, purchase behaviors, and usage of certain product features.
Segment reporting for mobile apps. Just as with email, add Segment Groups to a Mobile App campaign. Compare the performance of various audience segments across campaigns. For example, compare the performance of your Male between 30–40 segment performance with the Champion segment across all campaigns. These reports are available in the standard Interactive dashboards.
Intelligence for Mobile
Oracle Responsys users have long enjoyed a variety of machine learning and AI-driven models to improve their audience targeting and messaging. Many of these are now available for creating and analyzing SMS and push campaigns as well, including:
Campaign Engagement Event Streams
Today’s consumers interact with brands across channels in rapid succession. Reacting to an audience’s behaviors across channels in an organized and coherent fashion requires near real-time interaction data.
Oracle Responsys now streams SMS engagement data—including SMS sent, delivered, clicked, skipped, and conversion. Whether streamed into Oracle Unity or some other customer data platform, it will allow you to act on those actions across channels.
Measuring Influenced App Opens
This new metric in Oracle Responsys tracks organic app opens that are attributable to past messages. It does this by leveraging data on the mean time between app opens for individual users. While this feature currently measures app opens influenced by push campaigns, future support will include app opens influenced by email, SMS, and other channel messaging.
Responsys on OCI Infrastructure
Oracle is in the process of moving existing tenants from legacy data centers to Oracle Cloud Infrastructure. Many existing customers are already on the OCI Infrastructure, and we plan to move all existing customers to OCI by next year. This means Responsys application is now running on Oracle’s latest Gen-2 Cloud and is poised to take advantage of the OCI services like Generative AI and ML models. Responsys application can scale faster and is highly secure. As OCI is available in multiple regions, your tenant can be ported to a location for better compliance with local regulations.
High-Priority SMS Messaging
For most messages, whether it goes out immediately or in a few minutes doesn’t matter. However, for two-factor authentication PINs and other high-priority messages, immediacy is key.
With this new feature, high-priority messages bypass promotional and transactional SMS campaigns and other less-urgent messages in the sending queue so they go out right away.
SMS Aggregator Redundancy
SMS aggregators make it feasible to work with the hundreds of telcos around the world to get SMS marketing campaigns delivered. Responsys works with a network of 35 aggregators to secure global coverage.
Now, in addition to selecting a primary SMS aggregator to deliver your campaigns, Oracle Responsys allows for the selection of a secondary SMS aggregator to deliver legally required and other mission-critical messages in the event that your primary aggregator fails.
Adding more mobile and cross-channel capabilities has been a development focus here at Oracle Responsys. This, along with a focus on more built-in intelligence and data science will continue to be a priority. In fact, we have several exciting new capabilities planned in the months ahead.
A Sneak Peek at Upcoming Features
Oracle Responsys customers can look forward to:
And that’s just a sampling of all the new features and capabilities we have planned to help you execute your cross-channel marketing campaigns more effectively and more easily. All these features are delivered as part of one core platform without requiring any additional add-ons. If you have any questions on this content or need a detailed Oracle Responsys roadmap presentation, please talk to your Oracle CX Sales Rep.
Please note that Oracle Safe Harbor policy applies for all roadmap items stated above. This is our general product direction and should not be relied upon in making any purchasing decisions. For more information on recent Oracle Responsys releases, please visit our Oracle Responsys Release Center.
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Suresh Kalyanaraman is VP of Product Management for Responsys Mobile Products at Oracle.