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Oracle Sharpens Focus on CDP Market


To help organizations bring together customer data from across the entire organization, Oracle is collaborating with with two Platinum level members of Oracle PartnerNetwork, Accenture and Capgemini, to focus on the customer data platform (CDP) market. This includes delivering the technology and best practices that help organizations understand and map different customer data sources, define business outcomes and key performance indicators for customer intelligence projects, and create a single and dynamic view of the customer.

The CDP market is confusing right now with lots of promise and hype, but very few solutions that can provide a comprehensive view into customer interactions across channels and applications, observed Rob Tarkoff, executive vice president and general manager, Oracle CX Cloud.   To deal with the challenges of this first wave of CDP solutions and provide customers with the scale and precision needed to improve ustomer interactions Oracle is delivering CX Unity, customer intelligence platform, in partnership with experts such as Accenture and Capgemini.

According to Oracle, the CDP market has quickly expanded with marketing technology vendors launching point solutions to help marketers bring together various customer data sources to better understand and engage known customers, and this first wave of CDP solutions has failed to address the challenge of creating a single and dynamic view of the customer due to the complexity of integration, the need to address the entire customer journey and a limited set of use cases/capabilities centered on B2C marketing.

"Clients across industries are eager to leverage the power and insights that CDP solutions offer but are concerned about the perceived cost and complexity of bringing different customer data sources together," said Lucia Lesar, global practice lead for Oracle CX at Accenture. "Building on nearly 30 years of teaming with Oracle to help clients with digital transformation, this new joint initiative will enable us to better address these challenges, along with changing customer expectations, so that our clients can unify their data for a more holistic view of the customer that they can act on dynamically."

To provide B2B and B2C organizations with a complete customer intelligence platform for managing customer data, Oracle launched Oracle CX Unity in October 2018. Oracle CX Unity provides brands with insights in context, in motion, and in real time across the entire customer experience by providing the ability to bring together online, offline and third-party customer data sources. This unique approach provides organizations with a fast and easy way to bring together customer data from across the entire organization and across the entire customer journey. In addition, Oracle CX Unity goes one step further than existing CDP solutions by applying built-in machine learning to prescribe the optimal experience within existing business processes.

"The customer journey has changed beyond recognition, making it much harder to gain a single source of customer truth," said Jane Arnold Hommet, global partner executive for Oracle at Capgemini. "As our clients adapt to the evolving nature of customer interactions, they are looking for customer data strategies and data sources that go beyond marketing which can enable anyone within their teams to have quick and easy access to comprehensive customer insights and intelligence."    

Oracle CX Unity is pre-integrated with Oracle Customer Experience (CX) Cloud to enable intelligence to be applied across every customer touchpoint. Oracle CX Cloud is an integrated set of applications which empower organizations to take a smarter approach to customer experience management and business transformation initiatives. Accenture and Capgemini are helping enterprise companies tap into all that Oracle CX Unity has to offer.


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