The Intelligent CDP: Oracle Adds New Features To Unity

Oracle makes its CDP accessible to both B2B and B2C marketers 

Oracle has released new features to its customer data platform (CDP) to help marketers personalize customer interactions and drive revenue.  The latest updates to Oracle Unity enable B2B and B2C marketers to eliminate costly and complex customer data integration projects by providing a single platform that unifies all customer data and enables it to be quickly and easily activated within existing business processes.

“We take managing customer data extremely seriously at Oracle 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,” said Rob Tarkoff, executive vice president and general manager, Oracle Cloud CX and Data Cloud. “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.”

Also read: Why CDP Based Loyalty Programs are a Win-Win for Marketers: Q&A With SessionM (a Mastercard Company)

Oracle Unity is a customer data management platform that provides marketers with everything they need to manage customer data. It brings together online, offline, and third-party customer data sources and then applies built-in machine learning to prescribe the best next action within existing business processes. The latest updates to Oracle Unity include:

• New B2B marketing capabilities: Oracle Unity is the first CDP to support both B2C and B2B marketers. For B2B marketers, the latest release includes a new B2B data schema that relates contact data to an account. This enables marketers to gain insights about key accounts and build audiences that are account specific. To help marketers action this data, a new Oracle Unity and Oracle Eloqua integration takes account-specific insights from Unity and builds automated marketing programs targeted at specific accounts, a key capability for any Account Based Marketing strategy.
• New behavioral data capabilities: Oracle Unity now includes real-time behavioral data collection and personalization capabilities powered by Oracle Infinity. This enables marketers to apply machine learning to customer behavioral data to personalize customer interactions across websites, apps, and point of sale.
• New data collection and importing capabilities: Oracle Unity now also supports a universal digital tag across all Oracle Fusion Cloud Customer Experience (CX) applications as well as customer websites, mobile apps, or other digital properties. This enables marketers to simplify the collection and importing of real-time data for both known and unknown customers.

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• New web analytics capabilities: Oracle Unity is now fully integrated with the Oracle Data Management Platform (DMP). This enables marketers to categorize unknown website visitors by interest and drive richer experiences across digital channels.
• New partner integrations: New Oracle Unity integrations with Sourcepoint and OneTrust help marketers accelerate time-to-value and achieve their compliance goals with rapidly shifting consumer data privacy and security regulations.
  • Sourcepoint: A new integration between the Sourcepoint Consent Management Platform and Oracle Unity will help mutual customers maintain consent records quickly and easily accessible in real-time.
  • OneTrust: A new integration between the OneTrust PreferenceChoice platform and Oracle Unity will help customers achieve their privacy regulations (CCPA, GDPR, LGPD, and more) by collecting consent and preferences through web forms, cookie banners, in-person events, and more to ensure customer choices are honored throughout marketing systems.

What Does This Mean for Marketers?

At a time when delivering in-the-moment digital experiences is crucial for brand loyalty, challenges in integrating APIs and middleware can prove to be detrimental for brands using data from separate sources.

Martech analysts have also shed light on the complexity surrounding CDP integrations across multiple channels and platforms. The lack of vendor initiative to demystify CDPs means that the number of people who can work with the platforms is few and far between.

Oracle’s welcome move in opening its CDP to B2C and B2B will help brands deliver delightful digital experiences regardless of the industry they operate in. By taking a user-focused approach to designing the platform, Oracle has kicked open the gates for further innovation within the CDP market.

Also read: Customer Journey Automation in a Post-Covid World: Optimove Adds New Capabilities to Its CDP

We should expect to see more vendors offering CDP integration and AI capabilities to keep up with the increasing number of channels available to consumers today. Oracle’s deep expertise in artificial intelligence has made its way into their CDP. As other vendors begin considering the impact of Oracle’s platform ecosystem on the CDP market, it will be interesting to see how CDP solutions evolve over the next few months.