Oracle Launches Rapid Retargeter for Its Marketing Cloud

As we have seen in the earlier part of the series, Oracle (ORCL) introduced interesting features to its Marketing Cloud in its Modern Marketing Experience event in April. Apart from Oracle ID Graph (or ODIG), another significant feature was Rapid Retargeter.

Rapid Retargeter, a part of Oracle’s business-to-customer (or B2C) cross channel marketing, is designed to aid marketers to adjust their retargeting efforts based on the real-time purchaser interactions, and accordingly deliver relevant advertising content. Rapid Retargeter can work in sync with the Oracle ID Graph and adapt itself to customer behavior over various advertising channels.

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Rapid Retargeter helps to reconnect with the known customers or registered users who have left or abandoned their shopping carts. In contrast to the necessary available approaches to tackling abandonment, which take a good amount of time, Oracle claims that Rapid Retargeter will take action within minutes or seconds. Also, its action is not limited to email or display advertisement follow-ups. If a customer has used a mobile application or mobile device, the marketer could use push messaging to send a follow up or stimulation to try to convert the sale.

As mentioned on the Adexchanger website, according to Steve Krause, group Vice President (or VP) of product management, Oracle Marketing Cloud, “Instead of focusing on a single action, you can enable a sequence of actions, where if someone opted in for push notifications, it might be better to retarget them in-app than with display.”

Rapid Retargeter enables a user to ascertain the channel that works better to follow up on the cart abandonment. It also helps in deciding how long one should wait to follow up and in what particular order.

In September 2014, Tibco (TIBX) announced the “Tibco Engage,” which is a software as a service (or SaaS) package. It  helps organizations to understand consumer behavior in real time. Apart from Oracle, Salesforce.com (CRM) and Adobe (ADBE), too, are working to build their customer engagement offering, although each one of them has a different approach.