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Oracle Sets Industry Standard in Customer Data Platform Market



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Updates to Oracle Unity, Oracle’s customer data platform, help organizations build, protect, and differentiate their brands in real time

REDWOOD SHORES, California, Sept. 29, 2020 /PRNewswire/ — Building on its increasing momentum in the customer data platform (CDP) market, Oracle today announced a series of new innovations and partner integrations to its enterprise-class CDP. The latest updates to Oracle Unity help brands optimize B2B experiences, predict and personalize customer interactions, eliminate customer blind spots by unifying disparate adtech and martech data, and enhance compliance and time to value.

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“Building, protecting, and differentiating a brand is no longer just about marketing products or services. It’s about making sure that every single customer touchpoint and interaction delivers the best possible experience, and that is only possible if every action is informed by data,” said Rob Tarkoff, executive vice president and general manager, Oracle Cloud CX and Data Cloud. “To help our customers achieve this data-first approach, we continue to focus on connecting data, experiences, and intelligence across all business functions. By working closely with customers and partners, the latest updates to Oracle Unity continue to set the industry standard in customer data management.” 

Oracle unity brings together online, offline, back-office, and third-party customer data sources and then applies built-in machine learning to prescribe the optimal experience within existing business processes. The latest updates to Oracle Unity include: 

Optimize B2B Experiences

Oracle Unity now supports both B2B and B2C brands with a complete platform for managing all their customer data. New B2B capabilities include B2B data schema, support for accounts and contacts, and integration with Oracle Eloqua.  

Predict and Personalize Customer Interactions

Oracle Unity now includes real-time behavioral data collection and personalization capabilities powered by Oracle Infinity. This enables organizations to apply machine learning to customer behavioral data to power personalized digital experiences across websites, apps, and point of sale. 

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 organizations to simplify the collection and importing of real-time behavioral data for both known and unknown customers. 

Eliminate Blind Spots 

Deeper integration with Oracle’s Data Management Platform (DMP) enables the categorization of unknown website visitors by interest. This helps organizations eliminate customer blind spots and drive richer experiences for unknown visitors across digital channels. 

Enhance Compliance and Time to Value

New Oracle Unity integrations with Sourcepoint and OneTrust help organizations accelerate time to value and maintain compliance 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 that are quickly and easily accessible in real time. 
  • OneTrust: A new integration between the OneTrust security and privacy platforms and Oracle Unity will help mutual customers comply with privacy and security laws.

Launched in October 2018, Oracle Unity is pre-integrated with Oracle Cloud CX. Oracle Cloud CX is an integrated set of applications that helps customers reduce IT complexity, deliver innovative customer experiences, and achieve predictable and tangible business results.

About Oracle

The Oracle Cloud offers a complete suite of integrated applications for Sales, Service, Marketing, Human Resources, Finance, Supply Chain and Manufacturing, plus Highly Automated and Secure Generation 2 Infrastructure featuring the Oracle Autonomous Database. For more information about Oracle, please visit us at


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