Oracle Unity Data Platform
Oracle Fusion Unity Data Platform transforms enterprise-wide customer data into actionable, trusted, and AI-enabled customer profiles. With complete and unified data, enterprises can create and activate audiences, generate more conversation-ready opportunities, personalize experiences, uncover insights, and optimize service operations.
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Oracle is a Leader for Customer Data Platforms
Learn why Oracle was recognized.*
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Webinar: How Haymarket Media Turned Fragmented Data into Personalized Experiences with Oracle Unity CDP
Learn how Haymarket Media is fueling AI-powered marketing success across 30+ brands with Oracle Unity Data Platform.
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Demystify the world of customer data platforms with our new guide
Learn how you can deliver seamless customer experiences with a customer data platform (CDP).
Oracle is a Leader for Customer Data Platforms
Webinar: How Haymarket Media Turned Fragmented Data into Personalized Experiences with Oracle Unity CDP
Demystify the world of customer data platforms with our new guide
Explore Oracle Unity Data Platform
Unified enterprise data
Turn enterprise data into customer context
Unify data from across the enterprise and organize it in the context of each customer and account to create a shared foundation for customer engagement, business decisions, and AI.
Recognize every customer with confidence
Resolve identities across devices, channels, domains, and other identifiers using advanced privacy and identity controls to create unified, accessible customer profiles for more accurate personalization, segmentation, and customer engagement.
Build richer customer profiles
Enrich customer profiles with more than 50 prebuilt intelligent attributes, third-party data integrations, or customized attributes based on your data model and business needs to improve customer understanding and support better business decisions.
Trust the data behind every decision
Unity Data Platform cleanses and prepares customer data to improve data quality, strengthen governance, and increase confidence in every customer interaction.
Real-time behavioral intelligence
Turn live customer interactions into actionable signals
Capture behavioral and business signals in real time from websites, applications, connected business systems, and digital channels through Oracle tags, APIs, SDKs, and other supported collection methods to capture customer intent as it happens.
Recognize customers across every interaction
Enrich behavioral and business signals with customer, account, device, geographic, and enterprise context, organizing activity into unified sessions and cross-session histories to create a continuous view of every customer.
Understand customer intent with confidence
Translate technical event data into business-friendly parameters and behaviors to make customer signals easier to understand and act on.
Turn live signals into timely action
Use customer- and system-triggered behaviors to activate marketing tactics, personalize engagement, define success criteria, or deliver data to supported destinations for faster, more relevant customer experiences.
Monitor live customer activity
View live customer activity, inspect event payloads, filter behavioral and business signals, and understand customer engagement across digital experiences to gain real-time visibility into customer engagement and respond more quickly to customer behavior.
Complete customer view
Create complete customer and account profiles
Access complete customer and account profiles that give marketing, sales, and service teams a shared understanding of every customer for more relevant engagement.
Make better business decisions
Combine behavioral signals, business signals, enterprise data, and AI/data science models into customer and account intelligence to help teams prioritize opportunities, personalize engagement, and plan smarter customer strategies.
Understand customers and accounts at a glance
Explore visual customer and account profiles that bring relationships, engagement, and business context together to support more relevant one-to-one and account-based marketing, sales, and service interactions.
Build business-ready audiences
Use complete customer and account context to build more relevant audiences and prioritize the right offers, campaigns, and customer engagement using behavioral signals, business signals, enterprise context, and AI-driven insights.
AI-driven outcomes
Power trusted AI decisions
Use Intelligence Workbench with more than 27 ready-to-use AI models for predictive scoring, propensity modeling, lookalike generation, and real-time recommendations to help teams make faster, more informed decisions and deliver more relevant customer experiences.
Accelerate customer growth
Power Oracle AI Agent Studio with complete customer, account, behavioral, business, and enterprise context to help AI agents recommend next best actions and coordinate customer growth.
Scale growth with agentic applications
Use agentic applications built on Oracle Fusion Unity to automate growth motions such as cross-sell, renewal, retention, customer intelligence, and unified marketing and sales.
Deploy AI securely at enterprise scale
Run AI natively within Oracle Database without moving data between clouds, using built-in security, governance, and automation to simplify AI deployment, protect enterprise data, and deliver continuously improving insights and recommendations at scale.
Data models
Accelerate implementation with prebuilt data models
Use out-of-the-box B2B, B2C, and B2B2C data models to speed deployment, simplify implementation, and deliver business outcomes faster.
Adapt data models to your business
Configure and extend industry-specific data models with a flexible, metadata-driven architecture to support your unique business processes and use cases.
Customer analytics
Measure marketing performance with confidence
Use out-of-the-box analytics widgets to analyze audiences, campaigns, and segments so you can measure performance and optimize marketing results.
Understand why customers behave the way they do
Use advanced forensic analytics to investigate customer events and uncover the factors behind customer behavior and business outcomes.
Identify your highest-value customers
Use Recency, Frequency, and Monetary (RFM) analysis to identify your most valuable customers and prioritize customer engagement and marketing investments based on customer value.
Discover new business opportunities
Access unified customer data through Oracle Analytics Cloud to create custom analyses and uncover new business opportunities directly from Oracle Unity Data Platform.
Data privacy and governance
Build trust through customer consent
Honor customer consent and communication preferences through integrations with leading Consent Management Platforms (CMPs), with consent attributes built into customer profiles to help deliver compliant, personalized engagement.
Govern customer data access
Apply organization-based governance controls to manage access to customer data and assets to strengthen security and support enterprise governance.
Demonstrate enterprise compliance
Support regulatory and security standards, including HIPAA, ISO 27001, and SOC 2 to help organizations meet compliance requirements and build customer trust.
Activation and integrations
Enable personalized customer journeys
Provide complete customer data, real-time behavioral signals, and AI recommendations that help power one-to-one customer journeys, improve personalization, and increase customer engagement.
Power connected customer engagement
Activate unified customer, account, behavioral, and enterprise context across marketing automation, CRM, commerce, loyalty, email, advertising, events, sales, service, and other supported applications to help marketing, sales, and service teams deliver coordinated customer engagement and accelerate customer growth.
Accelerate customer insights
Use turnkey connectors to deliver unified customer data into analytics tools to accelerate insight generation and support faster, data-driven business decisions.
Extend customer intelligence across your enterprise
Leverage Unity's integration methods with back-office systems, data warehouses, data lakes, ERP, EPM, and other enterprise applications to extend customer intelligence across your enterprise and support connected business processes and IT ecosystems.
See Oracle Unity in action
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See Oracle Unity for service (2:11)Improve customer service with connected data
Explore how a complete customer view helps service agents provide the suggestions and guidance perfect for each customer.
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See Oracle Unity for IT (2:19)Better know and target your customers
See how to bring together all data sources to create audience segments, compare metrics, and meet your campaign goals—all without IT support.
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See Oracle Unity for marketers (2:16)Create a reliable and dynamic customer data platform
Discover how to stream and unify real-time data from your website, apps, and Internet of Things (IoT) devices and develop a single master record for each customer.
Customer story
Mazda Europe personalizes communications and reduces costs using a CDP
When Mazda Europe wanted to know more about their customers across their various data sources, they begun looking for a CDP. See the benefits they received, including improved speed and increased lead submissions, as they implemented Oracle Unity Data Platform.
Key benefits
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Gain a unified view of every customer
Unify crucial customer data from anywhere in the enterprise, run AI/ML models with complete customer context, and deliver highly personalized experiences across your customer marketing, sales, service, analytics, commerce, and more.
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Power trusted AI and agentic applications
Provide the governed customer, account, behavioral, business, and enterprise context that Oracle AI Agent Studio and agentic applications need to reason, recommend, and coordinate customer growth across the enterprise.
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Accelerate time to value
Quickly realize the full value of Oracle Unity with its prebuilt operational and industry data models, which are carefully curated with attributes, targeting, and personalization strategies to get the most out of this open and extensible platform.
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Reduce costs and increase revenue
Go beyond simply knowing your customers. Use AI built natively into the platform to support product fit, next-best-action signals, propensity modeling, intelligent scoring, and agent-assisted recommendations.
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Connect your entire ecosystem
Uncover new insights and deliver consistent experiences throughout the customer lifecycle by drawing on data from across your organization — marketing, sales, service, analytics, data warehouse, ERP, and any other technologies.
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Accelerate revenue with marketing and sales unification
Seamlessly align your marketing and sales efforts through unified data insights and streamlined collaboration, resulting in more effective targeting and conversion strategies.
Resources
Release readiness
Get up to speed on the latest releases of Oracle Unity Data Platform and ensure that your upgrade is successful. Review the latest features including innovations, capability overviews, business benefits, setup considerations, and usage tips.
Overview and demos
- Oracle Unity interactive tour
- Video: Oracle Unity for Marketers (2:19)
- Video: Oracle Unity for IT (2:16)
- Overcome the data disconnect in B2C marketing (1:38)
- Overcome the data disconnect in B2B marketing (2:26)
- The history of CRM, CDP, CIP and everything in between (3:05)
- Oracle Unity Data Platform overview (1:32)
- Browse Oracle Marketing product tours
Documentation
Oracle offers a wide range of documentation, videos, and tutorials that will help you learn more about Oracle Unity Data Platform. You'll find all of these resources and more in the Oracle Help Center.
Additional documentation and tutorials
Develop your CX skills
Oracle University provides a variety of learning solutions to help you build cloud skills, validate expertise, and accelerate adoption. Learn more about the training and certification you can rely on to ensure your organization's success.
More learning resources
Cloud Customer Connect
Get and share information, questions, and comments about Oracle Marketing products and related cloud technologies. The Topliners community for Oracle Marketing includes content about Oracle Unity Data Platform.
Additional information
Oracle Cloud Marketplace
Power innovation with innovative partner applications and services. Find the most comprehensive list of sales cloud, service cloud, and marketing cloud applications in the Oracle Cloud Marketplace.
Consulting and partner services
Customer data platform best practices
The goal of a customer data platform is to bring all types of data together for a centralized, completed, constantly updated customer view and to improve customer experience (CX). With a CDP, companies can precisely target individual customers, personalize their experience, and improve loyalty, and increase retention rates. To achieve superior results, you need to know what the best practices are.
Additional best practices
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Get Started
Oracle Fusion Unity Data Platform FAQs
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Product overview
- What is Oracle Fusion Unity Data Platform?
Oracle Fusion Unity Data Platform is the foundation of enterprise data and AI for Oracle Fusion Marketing. It provides a governed context layer that unifies front-office and back-office data to help companies build more complete customer and account profiles, differentiate customer experiences, and grow revenue.
- Is Oracle Fusion Unity Data Platform just a customer data platform?
No. Oracle Fusion Unity Data Platform includes customer data platform capabilities, but it is broader than a traditional CDP. It is the data and intelligence foundation for data-driven marketing, AI, and agentic customer experience strategies.
- What is the role of Oracle Fusion Unity Data Platform in Fusion Marketing?
Oracle Fusion Unity Data Platform is where Fusion Marketing starts. It provides the unified profiles, enterprise context, behavioral signals, intelligence, and governance that support orchestration, AI agents, segmentation, activation, and sales alignment.
- Who is Oracle Fusion Unity Data Platform for?
Oracle Fusion Unity Data Platform is for marketing operations, data and analytics teams, RevOps, demand generation, lifecycle marketing, customer marketing, sales operations, sellers, and IT teams responsible for customer data, identity, integration, and governance.
- What problems does Oracle Fusion Unity Data Platform solve?
Oracle Fusion Unity Data Platform helps solve fragmented profiles, disconnected account data, duplicate identities, weak buying group visibility, manual audience assembly, low-confidence scoring, and campaign execution based on partial signals.
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Strategic value and business impact
- How does Oracle Fusion Unity Data Platform help companies grow revenue?
Oracle Fusion Unity Data Platform helps teams identify better-fit accounts, buying groups, cross-sell and upsell opportunities, renewal risks, and high-quality sales opportunities using complete customer and account context.
- How does Oracle Fusion Unity Data Platform improve customer experience?
Oracle Fusion Unity Data Platform helps teams personalize engagement using customer behavior, account context, product ownership, service history, lifecycle state, and operational signals instead of relying only on campaign activity.
- How does Oracle Fusion Unity Data Platform improve marketing and sales alignment?
Oracle Fusion Unity Data Platform gives marketing and sales a shared customer and account intelligence layer. Teams can align around the same profile, signals, buying groups, product fit, and seller-ready opportunities.
- How does Oracle Fusion Unity Data Platform improve marketing efficiency?
Oracle Fusion Unity Data Platform reduces manual data preparation, audience assembly, segmentation effort, and handoff coordination by centralizing trusted customer data, intelligence, and activation workflows.
- How does Oracle Fusion Unity Data Platform help reduce marketing and sales noise?
Oracle Fusion Unity Data Platform helps teams act on meaningful customer and account signals instead of disconnected activity. This supports more relevant outreach, better timing, and fewer low-context handoffs to sales.
- How does Oracle Fusion Unity Data Platform support better revenue decisions?
Oracle Fusion Unity Data Platform combines engagement, account, product, transaction, usage, service, and lifecycle context so teams can prioritize opportunities based on fit, timing, risk, and business value.
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Enterprise context and differentiation
- How does Oracle Fusion Unity Data Platform use front-office and back-office data?
Oracle Fusion Unity Data Platform connects front-office insights from marketing, sales, and service with back-office operational context from systems such as ERP, SCM, subscriptions, contracts, product usage, billing, and transactions.
- Why does back-office data matter for marketing?
Back-office data helps marketers understand what customers own, use, buy, renew, and need. That context makes targeting, personalization, cross-sell, upsell, renewal, and sales handoff more relevant.
- What makes Oracle Fusion Unity Data Platform different from marketing-only CDPs?
Marketing-only CDPs often focus on engagement and campaign data. Oracle Fusion Unity Data Platform connects engagement signals with operational, transactional, product, account, usage, and relationship data to create a more complete customer view.
- What does “complete customer context” mean in Oracle Fusion Unity Data Platform?
Complete customer context means combining customer, account, contact, buying group, behavioral, transactional, product, usage, service, and operational data so teams can understand the customer relationship more fully.
- How does Oracle Fusion Unity Data Platform bridge back-office operations and front-office insights?
Oracle Fusion Unity Data Platform brings operational data and customer engagement signals into one governed context layer. This helps teams connect what the customer does with what the business knows about the account, product, relationship, and lifecycle stage.
- Why is Oracle Fusion Unity Data Platform a strong foundation for enterprise AI?
Enterprise AI needs complete, governed context to produce relevant recommendations and actions. Oracle Fusion Unity Data Platform grounds AI in customer, account, behavioral, transactional, product, lifecycle, and operational data.
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Complete customer view
- What is a complete customer view?
A complete customer view brings together front-office engagement and back-office business context into trusted customer and account profiles. It helps teams understand customers, identify opportunities, and deliver more relevant experiences.
- How does Oracle Fusion Unity Data Platform support account and contact views?
Oracle Fusion Unity Data Platform can associate accounts from Fusion CX, ERP, SCM, and external platforms to create contextual, predictive, and operational views of accounts, contacts, buying groups, and related entities.
- What are customer and account profiles in Oracle Fusion Unity Data Platform?
Customer and account profiles are governed views that combine identity, relationship, behavioral, transactional, product, operational, and engagement context. They help marketing, sales, and service teams act from a shared understanding.
- What is Profile Explorer in Oracle Fusion Unity Data Platform?
Profile Explorer provides a visual interface for exploring customer and account context. Users can view available data such as purchase history, service events, renewal dates, product usage, engagement signals, and account activity.
- What is identity resolution in Oracle Fusion Unity Data Platform?
Identity resolution connects customer, contact, account, household, buying group, product, asset, and custom entity data. It uses deterministic and probabilistic matching, deduplication, promotion rules, and profile governance to create a best-quality unified view.
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Real-time behavioral intelligence
- What is real-time behavioral intelligence?
Real-time behavioral intelligence is the ability to collect, understand, and activate live customer behavior. It helps teams turn behavioral signals into audiences, triggers, personalization, analytics, and downstream actions.
- How does Oracle Fusion Unity Data Platform collect behavioral data?
Oracle Fusion Unity Data Platform natively collects behavioral data from web properties and connected digital channels using tags, APIs, SDKs, and other ingestion methods.
- What are behaviors in Oracle Fusion Unity Data Platform?
Behaviors are business-relevant signals created from customer or system-triggered actions. Examples include page views, form submissions, file downloads, email clicks, tactic events, etc.
- How are behaviors different from segments?
A behavior is an observed action or event pattern. A segment is an audience built using profile data, behaviors, attributes, scores, lifecycle context, or other conditions.
- What is sessionization?
Sessionization groups visitor activity into sessions and cross-session behavioral histories. It helps teams understand engagement over time instead of treating each event as an isolated signal.
- What is real-time activation?
Real-time activation uses customer- and system-triggered behaviors to start marketing tactics, define success criteria, build behavioral audiences, personalize engagement, or deliver data to supported destinations.
- What is Streams Viewer?
Streams Viewer gives teams real-time visibility into customer activity. It helps users monitor visitor click streams, inspect event payloads, filter behavioral data, and understand engagement across digital experiences.
- Is Oracle Unity Behavioral Intelligence still separate from Fusion Unity Data Platform?
No. The data collection and real-time capabilities associated with Unity Behavioral Intelligence are built directly in Oracle Fusion Unity Data Platform and Fusion Marketing Orchestration.
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Segmentation and audiences
- How does Oracle Fusion Unity Data Platform build audiences?
Oracle Fusion Unity Data Platform builds audiences using unified profiles, account data, behavioral signals, product data, buying group context, intelligent attributes, AI scores, and business-friendly segmentation tools.
- What are behavioral audiences?
Behavioral audiences are segments created using observed customer behaviors, such as content engagement, form submissions, product interest, page views, email clicks, or other configured actions.
- What are behavioral insights and audiences?
Behavioral insights and audiences help teams understand customer behavior with scores and use behaviors to build more sophisticated audiences for targeting, personalization, and activation.
- What is waterfall segmentation?
Waterfall segmentation helps marketers prioritize offers, campaigns, or audiences based on logic already defined in other segments. It supports more precise targeting and campaign prioritization.
- How does Oracle Fusion Unity Data Platform support account-based marketing?
Oracle Fusion Unity Data Platform supports account-based marketing by unifying account, contact, buying group, product, engagement, and relationship data so teams can target the right accounts and coordinate around buying group context.
- How does Oracle Fusion Unity Data Platform support buying groups?
Oracle Fusion Unity Data Platform supports buying groups by mapping contacts to buyer roles, tracking buying group coverage and engagement, and using AI-based recommendations to identify missing members and strengthen the buying group.
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AI and intelligence
- How does Oracle Fusion Unity Data Platform support AI?
Oracle Fusion Unity Data Platform supports AI by providing governed customer, account, behavioral, product, lifecycle, consent, and business context that can be used for predictions, recommendations, segmentation, activation, and agents.
- What AI use cases can Oracle Fusion Unity Data Platform support?
Oracle Fusion Unity Data Platform supports AI use cases such as churn propensity, next best action, product fit, product recommendations, lifetime value, attribution, lookalike modeling, whitespace analysis, and buying group recommendations. As the foundation for Oracle Fusion Marketing, it also provides the governed customer and enterprise context that powers advanced agentic applications for cross-sell, renewal, retention, customer intelligence, and unified marketing and sales
- What does “intelligence built in from the start” mean?
It means Fusion Unity does more than assemble customer data. It helps make sense of that data with AI, predictive models, behavioral signals, audience analysis, product fit, buying group intelligence, and contextual action.
- How does Oracle Fusion Unity Data Platform improve AI output?
Oracle Fusion Unity Data Platform improves AI output by grounding recommendations in complete enterprise context, not only CRM or digital engagement data. This helps AI recommend more relevant audiences, tactics, offers, and sales actions..
- What is Intelligence Workbench?
Intelligence Workbench is the environment for AI and machine learning models in Fusion Unity Data Platform. It supports model configuration, training, scoring, monitoring, explainability, and activation of model outputs.
- How does Oracle Fusion Unity Data Platform support agentic marketing?
Oracle Fusion Unity Data Platform provides the governed data and context layer AI agents need to plan programs, analyze audiences, identify buying groups, recommend product fit, target tactics, and support coordinated marketing and sales action.
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Activation and integrations
- How does Oracle Fusion Unity Data Platform activate customer data?
Oracle Fusion Unity Data Platform activates profiles, segments, scores, attributes, and behavioral signals across marketing, sales, service, analytics, advertising, orchestration, and other supported destinations.
- How does Oracle Fusion Unity Data Platform support marketing orchestration?
Oracle Fusion Unity Data Platform provides the profiles, audiences, behaviors, lifecycle context, consent, and governance that Oracle Fusion Marketing Orchestration uses to launch programs and tactics.
- What is Data Orchestration in Oracle Fusion Unity Data Platform?
Data Orchestration is a visual workflow capability for moving, enriching, mapping, and activating Unity data to downstream destinations such as Oracle Fusion Sales, Oracle Eloqua, advertising platforms, warehouses, and cloud storage.
- How does Oracle Fusion Unity Data Platform support sales and service?
Oracle Fusion Unity Data Platform connects customer and account intelligence across marketing, sales, and service. It helps teams coordinate interactions using shared profile, engagement, product, and lifecycle context.
- How does Oracle Fusion Unity Data Platform improve campaign performance?
Oracle Fusion Unity Data Platform improves campaign performance by helping marketers build better audiences, act on behavioral signals, personalize engagement, align with sales, and measure outcomes using governed customer data.
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Oracle ecosystem and product fit
- How does Oracle Fusion Unity Data Platform work with Oracle Fusion Applications?
Oracle Fusion Unity Data Platform works with Oracle Fusion Applications to connect customer intelligence with sales, service, finance, supply chain, and other enterprise data where available.
- How does Oracle Fusion Unity Data Platform work with Oracle Fusion Marketing Orchestration?
Oracle Fusion Marketing Orchestration is built on Oracle Fusion Unity Data Platform. It uses Unity profiles, audiences, behaviors, and governance to create and manage communications, tactics, and programs.
- Does Fusion Marketing replace Oracle Eloqua or Oracle Responsys?
No. Fusion Marketing is not positioned as a like-for-like replacement for Eloqua or Responsys. It is a data-and-AI-first approach for targeted use cases that benefit from unified data, agentic workflows, and simpler user experiences.
- Who is the best fit for Oracle Fusion Unity Data Platform?
Oracle Fusion Unity Data Platform is a strong fit for organizations that need enterprise customer context, governed AI, account intelligence, buying group insight, and coordinated marketing and sales action across front-office and back-office data.
- Is Oracle Fusion Unity Data Platform only for Oracle customers?
Oracle Fusion Unity Data Platform is designed to work with Oracle and external systems. It delivers the strongest value when customers can connect Oracle Fusion Applications data with broader customer, account, behavioral, and operational context.
* Gartner®, Magic Quadrant for Customer Data Platforms, Lizzy Foo Kune, Rachel Dooley, Suzanne White, Benjamin Bloom, Audrey Brosnan, 26 January 2026.
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Oracle.
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