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October 23, 2018

Oracle Launches Unified Customer Data Solution

Oracle CX Unity Connects and Shares Customer Data But Don’t Call It a CDP


When is a CDP not a CDP? When it’s offered by a big marketing cloud vendor, of course. Oracle is the latest to launch an un-CDP, which it calls Oracle CX Unity. Like a you-know-what, it combines customer data from all sources into a unified profile that’s available to other applications. Oracle argues it’s not a CDP because it uses artificial intelligence to recommend customer treatments. Plenty of CDPs do that, although it’s not in the core definition. On the other hand, it’s not clear whether the Oracle product meets the real CDP requirement of creating a persistent data store: they describe CX Unity as connecting data “in context, in motion, and in real time”, which may suggest a virtual view, and their blog post criticizes CDPs as “’data storage’ centric”. But a spokesperson told the Light Reading newsletter that Salesforce’s Customer 360 “does not bring together a unified customer profile” because it “isn't replicating data, but pulling it from where it resides, leaving data in place and the system where it originated".  This implies that Oracle takes the opposite approach.

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Oracle Buys B2B Data Collector DataFox


Oracle has purchased DataFox, which captures company profiles and news by scanning the Internet.  The results will update CRM and marketing automation systems.  It's not a new model but puts Oracle more firmly in the data collection business..

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Oracle Offers Contact Data at Small and Mid-Size Businesses


Oracle is running its big OpenWorld conference this week, so they have other announcements too. One worth noting is the launch of a new Data Cloud offering with 115 million cross-channel IDs on contacts at1.5 million small and mid-size businesses. Clients can select audiences from the Oracle universe, find new contacts at companies in their own CRM files, or reach existing contacts through new channels.

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