Oracle Expands Customer Data Platform

In the US, enterprise software giant Oracle has added several new features to its Unity customer data platform (CDP), promising B2B and B2C marketers a single solution that unifies all customer data and allows it to be activated within existing business processes.

Oracle Unity brings together online, off-line and third-party customer data sources, and then applies built-in machine learning to prescribe the best next action for the business. The latest updates to the tool include new B2B marketing capabilities, including a data schema that links contact data to an account, enabling marketers to gain insights about key accounts, and build audiences that are account specific.

In addition, real-time behavioral data collection and personalization capabilities, powered by Oracle Infinity, allow users to apply machine learning to customer behavioral data and personalize customer interactions across web sites, campaigns and ads. New features also include data collection and importing capabilities, and ad activation solutions. Two integrations have resulted in new solutions: Sourcepoint, to help mutual customers maintain consent records, and OneTrust, to help customers comply with privacy regulations.

Rob Tarkoff (pictured), EVP and General Manager, Oracle Cloud CX and Data Cloud, comments: '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'.

Web site: www.oracle.com .