Oracle Responsys Roadmap Focused on Mobile, Intelligence, & Cross-Channel Features

October 2, 2023 | 5 minute read
Suresh Kalyanaraman
VP of Product Management for Responsys Mobile Products at Oracle
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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:

  • RFM modeling. Uses the recency, frequency, and monetary value of interactions to determine engagement.
  • Fatigue analysis. Determines which subscribers are over-fatigued because of messaging overreach. This helps the marketer to temporarily exclude over-fatigued users from their audience segments.
  • Subject line optimization. Uses past performance to recommend subject line wordings for your SMS and push messages.

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:

  • Generative AI for faster, easier campaigns. Oracle is integrating generative AI capabilities across our suite of applications. In Responsys, generative AI helps you create subject lines and campaign content for various channels based on your prompts. That content can be produced from scratch or based on content you provide.
  • Communication governance. Enables frequency caps, allowing you to manage and limit outreach to recipients by segment on a per-channel basis over a prescribed period of time.
  • WhatsApp conversational messaging. Supports one-to-one personalized bi-directional conversations at scale, where recipients can engage with a predetermined dialog flow.
  • Rich Communication Service (RCS) messaging support. Enables customers to send rich text message content to Android users without relying on expensive MMS messages.
  • Campaign engagement event streams for email, mobile push, and web push activity.
  • Cross-channel analytics. Analyzes user interactions across web, app, email, SMS, and mobile push—and then tracks of this activity as customers and prospects engage with funnels.

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.


Learn more about Oracle Responsys

Suresh Kalyanaraman

VP of Product Management for Responsys Mobile Products at Oracle

Suresh Kalyanaraman is VP of Product Management for Responsys Mobile Products at Oracle.

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