Oracle Launched New Innovations in Its CDP to Assist Marketers

Highlights:

• Oracle introduced a series of innovations within its CDP.
• Oracle Unity is the first CDP across the globe to support both B2B and B2C marketers.
• Oracle Unity was introduced in October 2018 and is pre-integrated with Oracle Cloud CX.

Oracle introduced a series of innovations within its customer data platform (CDP) to support marketers to simplify the delivery of personalized marketing programs that grow customer lifetime value, increase sales, and improve consumer satisfaction. The newest updates to Oracle Unity allow B2B and B2C marketers to eradicate multifaceted and costly customer data integration projects. It offers a different platform that combines all customer data and effortlessly activates current business processes.

Rob Tarkoff, Executive Vice President (EVP) and General Manager (GM) of Oracle CX Cloud and Oracle Data Cloud, commented: “We take managing customer data extremely seriously and are focused on delivering innovations that help marketers eliminate all the costly and complex integration challenges that typically come with gaining a complete and actionable view of the customer.” Further, he added, “With Unity, we are uniquely placed to address this challenge for marketers. Unity not only brings all data together to create a single view of the customer but unlike other CDPs, it is also integrated with a complete suite of business applications. This means marketers can quickly and easily act upon customer data insights to deliver highly personalized marketing programs.”

Oracle Unity is a CDP that offers marketers everything that is a must to manage customer data. It brings together third-party, online, and offline customer data sources. Later, it applies built-in machine learning to recommend the best next action within current business processes.

The most recent updates to Oracle Unity include:

• New partner integrations – New Oracle Unity collaboration with OneTrust and Sourcepoint helps marketers boost time-to-value and attain their compliance goals with quickly changing customer data privacy and security regulations.
• New B2B marketing capabilities – Oracle Unity is the first CDP across the globe to support both B2B and B2C marketers. This allows marketers to gain insights regarding major accounts and build audiences that are account specific. A combination of Oracle Eloqua and Oracle Unity is used to create automated marketing programs.
• New web analytics capabilities – Oracle Unity is integrated with the Oracle Data Management Platform (DMP). This allows marketers to categorize unknown website visitors by interest and enhanced consumer experience across digital channels.
• New behavioral data capabilities – Oracle Unity now comprises personalization capabilities and real-time behavioral data collection driven by Oracle Infinity. It allows marketers to apply machine learning to customer behavioral data to customize consumer interactions across the point of scale, websites, and apps.
• New data collection and importing capabilities – Oracle Unity supports a universal digital tag across all Oracle Fusion Cloud Customer Experience (CX) applications and mobile apps, customer websites, or other digital platforms. Therefore, further allowing marketers to simplify collecting and importing real-time data for both unknown and known customers.

Oracle Unity was introduced in October 2018 and is pre-integrated with Oracle Cloud CX. Oracle Cloud CX helps consumers reduce IT complexity, achieve tangible and predictable business results, and deliver innovative customer experiences.

Blake Brannon, Chief Technology Officer (CTO) at One Trust, commented: “We understand that connecting end-user consent and preferences data is essential to engaging customers intelligently and in real-time, and we hope to help businesses meet, as well as scale, GDPR and CCPA requirements at the same time.” Further, he added, “As our clients look for enterprise-class platforms in the space, our integration with it will give our customers the ability to utilize One Trust’s privacy and security compliance tools tailored to Oracle Unity.”

R “Ray” Wang, Principal Analyst, Founder & Chairman at Constellation Research, Inc., commented: “Brands are struggling to aggregate, manage, and make sense of their oceans of data spread through the business. Leading organizations seek technology vendors with decades of experience in the data business.” Further, he added, “Customers and prospects seek more than just a CDP. They want intelligence capabilities, an ecosystem, and the ability to scale.”