Oracle has launched new enhancements to its customer data platform and announced the first customers for CX Unity, which builds on the data and marketing products the company has built and acquired over the past eight years.

Both Salesforce and Adobe have announced their own CDPs this year.

According to Gartner, rather than being considered a new technology, “CDPs can be understood as a repackaging of already existing features that are inconveniently distributed and thus untapped across various alternatives.”

Oracle unveiled its CDP called CX Unity at OpenWorld last year. It is pre-integrated with Oracle Customer Experience (CX) Cloud which combines Oracle’s marketing, sales, commerce and service SaaS applications.

The company announced yesterday Oracle CX Unity now connects with Oracle’s BlueKai Data Management Platform (DMP) and ID Graph solutions to enable brands to bring together traditional marketing and advertising data, including online, offline, and third-party customer data sources. It then applies built-in machine learning to prescribe the optimal experience within existing business processes.

In simple(r) terms, CX Unity unifies data, enriches data and gets it ready for machine learning and analytics. The idea is to be able to combine to customer information from disparate adtech and martech systems in milliseconds to orchestrate personalised, in-the-moment experiences.

Its first customers are AT&T and Shopback, a loyalty and discovery platform with over eleven million members across eight countries in the Asia-Pacific region. Shopback selected Oracle CX Unity to unify its customer data and underpin its personalised marketing efforts.

“Managing data across multiple countries, languages and applications has always been a focus for us. In order to create a personalised customer experience at scale, we needed to aggregate our data to create one system of record,” said Scott Tan, head of CRM, ShopBack.

“Oracle CX Unity will not only allow us to weave our customer data together to create a single source of truth, but will also provide the insights needed to deliver richer interactions with our customers.”

Speaking at OpenWorld today, Shashi Seth, Senior Vice President of Oracle Marketing Cloud, explained one of the reasons Oracle started CX Unity is because the problems its clients are trying to solve frequently converged around the use of data.

He used the example of micro-moments – interactions on the phone that last just a few seconds – and the need for technology and data to take advantage of those short moments of customers’ attention.

“Those experiences are what we are expecting from all our customers, from all the companies we do business with. Without that data, and without that data being put to work in real time, it’s just not going to be possible,” he said.

Also speaking at the event, Sam Kapreilian, principal, Deloitte Consulting said the emergence of CDPs mean “autonomous marketing” is becoming feasible for more organisations.

“The dream is really to have the right message at the right time, to the right person with the right creative content, through the right channels. And to do that cost effectively, and efficiently with the highest quality hit rate.

“Previously it wasn’t really affordable because it would be very, very expensive and time consuming, unless you were a digital native like a Google or an Amazon, Facebook.”

“Most other organisations around the world, it’s just not feasible… Now it’s actually becoming feasible.”

CDP platforms also have benefits for partners like Deloitte.

“For us as consultants and integrators at Deloitte this is a massive benefit, because historically you built dozens of these CDPs, customer experience-related platforms, but we’ve done it mostly on a custom basis. So a tool like this [CX Unity] is a massive benefit to accelerate speed, with lower cost and to help us with predictability around implementation.”

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