To merge data from different sources more effectively, Oracle is adding new features to its Data Management Platform (DMP) within the Oracle Marketing Cloud.
The new look-alike modelling transfers target group data from various sources to the Oracle Data Management Platform. The new on-demand features import data from the web analysis platform, synchronise it as personal data and combine it with data records from other sources. Thanks to a self-learning algorithm and automated workflows, cross-channel marketing can now identify a target audience from a pool of almost 1 billion data records and address this audience with targeted campaigns.