Oracle enhances its Unity CDP offering

Introduction

Oracle has unveiled several enhancements to Oracle Unity CDP, a crucial component of the Oracle Fusion Cloud CX suite of applications. These announcements were made at Oracle CloudWorld in Las Vegas, showcasing Oracle’s commitment to improving customer experience and streamlining B2B buying processes.

New Capabilities within Oracle Unity

Oracle Unity CDP aims to bridge the gap between marketing and sales teams by providing a unified view of customer data. The latest enhancements include:

• Account Profile Explorer: Offers a consolidated view of customer data from various sources.
• Buying Group and Opportunity Scoring: Utilizes AI to identify buying signals and analyze engagement.
• Industry Onboarding Accelerators: Facilitates CDP implementation with industry-specific templates.
• Oracle Analytics Cloud Integration: Enables data visualization for informed decision-making.

According to Oracle SVP Rob Pinkerton, these enhancements mark the early stages of Oracle Unity’s development, emphasizing the importance of integrating back-office data into the customer dataset for comprehensive insights.

A Unified View of B2B Buying and Selling

Oracle Fusion Cloud CX now offers a collaborative platform for buying and selling teams, providing a holistic view of commercial relationships. This solution enables seamless transactions, contract management, and revenue optimization strategies.

Enhancements to Revenue Transformation Solution

Additional enhancements include unified CPQ, contracts, and order management, generative AI for contract summarization, and AI tools for sellers to streamline sales processes.

Consumer Focus

While Oracle’s recent announcements cater to B2B marketing needs, the company remains committed to its B2C business, leveraging Responsys and Unity for personalized consumer experiences. First-party data integration and AI-driven insights are key components of Oracle’s consumer engagement strategy.

Why It Matters

Oracle’s emphasis on incorporating back-office data into CDPs sets it apart in the market. By leveraging Oracle Autonomous Datawarehouse, Oracle Unity offers a composable structure that aligns with modern data management practices, ensuring a comprehensive view of customer interactions.

FAQs

1. How does Oracle Unity CDP differentiate itself in the market?

Oracle Unity CDP stands out by integrating back-office data sources, providing a holistic view of customer interactions beyond traditional sales and marketing data.

2. What industries can benefit from Oracle Unity’s industry onboarding accelerators?

High tech, industrial manufacturing, professional services, telecommunications, utilities, financial services, travel, and retail are among the industries that can leverage Oracle Unity’s industry-specific templates.

3. How does Oracle Fusion Cloud CX support recurring revenue models?

Oracle Fusion Cloud CX offers solutions for recurring revenue, usage-based, and consumption-based strategies, enabling businesses to optimize revenue streams.

4. What role does AI play in Oracle’s revenue transformation solution?

AI tools within Oracle’s revenue transformation solution help streamline contract management, sales processes, and decision-making for sales teams.

5. How does Oracle prioritize customer data in its B2C business?

Oracle emphasizes first-party data integration and AI-driven insights to enhance customer engagement and personalize consumer experiences in its B2C business.