Managing identity gap - Oracle unveils new data innovations

As consumers increasingly interact with brands across a range of different devices and environments, marketers face the challenge of unifying consumer IDs from different platforms and devices in order to gain a full view of individual buyers.

That's according to Oracle who has just introduced a series of new data management platform innovations within the Oracle Marketing Cloud.

These innovations will enable customers to seamlessly define, select, count and deliver audience IDs based on the user's environment.

Oracle has released major enhancements to the Audience Builder user interface within the Oracle Data Management Platform, helping marketers visualise and manage ID source, with planned functionality.

According to the company, the new user interface makes it easier for customers to manage and select ID types in order to identify, build, plan, and analyse audiences based on the device or platform that the ID was originally created.

Steve Krause, group vice president of Product Management with Oracle Marketing Cloud, says the explosive growth in connected devices has created immense opportunities for marketers to engage with consumers at the moments that truly matter

"To capitalise on this opportunity, marketers need to be able to manage audiences based on the engaged environment," he explains.

"This is critical to intelligent linking for use cases like cross-device targeting and that is why we have revamped the Audience Builder user interface within the Oracle Data Management Platform to help address device agnostic identity management."

Through the new Audience Builder users are able to enhance audience segmentation and engagement, optimise media buys, increase campaign effectiveness and improve mobile app targeting at scale.

The Oracle Marketing Cloud is part of the Oracle Customer Experience (CX) Cloud, one of the industry's most complete CX solutions.