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Program and Campaign Management

Marketing to Consumers

Program Orchestration

Marketing Orchestration: Multi-Stage Programs That Transform the Customer Experience

Moving beyond traditional campaign management, Oracle Cross-Channel Marketing solution empowers you to create a consumer path that’s self-directed and drives higher conversion rates.

Oracle Cross-Channel Marketing Program helps provide a sustainable customer experience.
According to research from Accenture, nearly 80% of consumers receive a fragmented customer experience as they move across channels. This results in low conversion rates and even fewer repeat purchases as consumers seek out competitive experiences more tailored to their needs.
Part of Oracle Cross Channel Marketing solution, Program is a simple, but powerful, canvas for marketing orchestration. It allows marketers to orchestrate individual customer experiences across digital marketing channels, including email, mobile, display, and social.
Avoid customer journeys to nowhere.
Most customer journey tools use static email segments and non real-time data to inform the customer the path. Oracle’s Cross-Channel Marketing solution, Oracle Responsys, allows the marketer to pipe in real-time behavioral data to inform the customer experience, allowing the customer to dictate the path that’s right for them based on their actions. The result is a customer experience that actually lasts and drives sustainable revenue for your business.
Test & optimize to iterate, rather than rebuild, your campaigns.
Marketers know the story. They create a campaign with a set of steps for the consumer to follow, but more often than not, the consumer deviates from that current path. Oracle Cross-Channel Marketing features rich testing and optimization tools that allow you to quickly adapt to the consumer path and ensure long-term success.
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Build individualized programs that adapt to customer behavior, decisions and actions.

  • Leverage simple, but powerful, canvas to orchestrate interactions across email, mobile SMS, push, and display advertising.
  • Deliver more consistent messaging across marketing channels to improve the customer experience.
  • Trigger relevant marketing interactions based on real-time customer actions.

Iterate and improve upon your marketing orchestrations.

  • Simple drag-and-drop tools empower the marketer to test the effectiveness of their marketing programs to drive customer engagements.
  • Automatically select the winner of tests.



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Digital marketers must reorient their thinking, programs, and even organizations to focus on optimizing and orchestrating the interactions they have with each and customer, instead of just optimizing campaigns.


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Success Stories

The One Brand Uses Multiple Channels to Build Long-Term Engagement

One Brand engaged stakeholders online across a number of channels using a re-permissioning strategy.

View Case Study

Dollar Thrifty Drives Customer Loyalty and Retention with Email Marketing

Dollar Thrifty took advantage of relationship retargeting to get people who make a reservation to actually show up.

View Case Study

"Now we use customer data and behavior to target display ads and deliver them when the customer is in the market. This aligns display with our contact strategy and our relationship marketing programs, and makes it easier to optimize.”

Marketing Leader, Dollar Thrifty Automotive Group


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