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Oracle is beefing up its Marketing Cloud, with announcements of an updated interface for coordinating multichannel campaigns and a new testing tool for mobile apps.

This week, the tech giant said its Program Canvas in the consumer-focused Responsys was being updated with a new name of Orchestration Canvas, a new look and the addition of web and mobile web.

Originally released in 2009, the Canvas offers the ability to sequence a customer journey for a targeted segment of users, using paths that adapt to events and user behaviors. Previous channels handled through the Canvas included email, mobile SMS, MMS, display ads, e-commerce, in-app messaging and push notifications.

While web and mobile web channels could be orchestrated before on the platform as part of a multichannel journey, Oracle says this is the easiest way yet. In the Orchestration Layer, marketers drag-and-drop channels and triggers

Article source: http://marketingland.com/oracle-updates-marketing-cloud-193133

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