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Oracle Unity Customer Data Platform

Combine customer data from online, offline, and third-party sources to create a single, dynamic, real-time view of each customer. Oracle Unity Customer Data Platform (CDP) applies machine learning to prescribe the best next action within any existing business processes.

Oracle Unity Customer Data Platform Product Tour
Explore the product's features and capabilities
Path to CX data excellence—self-assessment Path to CX data excellence—self-assessment

Score your company’s customer data strategy and learn how a customer data platform (CDP) can help you.

See what top industry analysts are saying

IDC MarketScape: Worldwide Customer Data Platforms Focused on Data and Marketing Operations Users 2022 Vendor Assessment

IDC MarketScape: Worldwide Customer Data Platforms Focused on Data and Marketing Operations Users 2022 Vendor Assessment

Read IDC excerpt
Enhance the Effectiveness of Your Customer Data with a Customer Data Platform (CDP)

Enhance the Effectiveness of Your Customer Data with a Customer Data Platform (CDP)

Read Forrester report
The Forrester New Wave™: B2B Standalone CDPs, Q4 2021 evaluation

The Forrester New Wave™: B2B Standalone CDPs, Q4 2021 evaluation

Read Forrester Wave report

Explore Oracle Unity Customer Data Platform

Single, dynamic customer view

Bring back-office and CRM data into a unified, 360-degree customer profile. Oracle Unity Customer Data Platform gathers customer signals and applies them to the customer profile in real time so you have the most up-to-date information about your customer in every moment.

Integrate all datasources

Simplify and consolidate all of your online, offline, first-, second-, and third-party data sources into a dynamic and connected customer profile.

Built-in identity resolution

Connect individual identities across devices, channels, and domains. Use advanced privacy and identity controls to build a unified, accessible profile.

Enterprise data quality

Organize and maintain data quality by consolidating all of your data, including real-time behavioral signals, into a single repository. Unity Customer Data Platform cleanses and prepares that data and uses it to build enterprise data models.

Industry-specific schemas

Take advantage of data models built for your industry and a metadata-driven architecture that you can fully configure and extend.

Customer profile enrichment

Oracle Unity Customer Data Platform calculates key indicators from your first-party data—such as propensity to churn and customer lifetime value—and adds attributes from second- and third-party data sources to help you understand your customers at a deeper level.

Data cleansing that scales

Enrich profiles or accounts through advanced deduplication and data verification capabilities.

Prebuilt enrichment

Enrich your customer profiles with over 50 prebuilt intelligent attributes or customize attributes based on your data model and business needs.

Third-party data connectors

Add valuable data to your customer profiles using out-of-the box connectors to third-party data service providers.

Native connection to Oracle Advertising

Automate profile data enrichment within Unity Customer Data Platform with access to the world’s largest third-party data marketplace—powered by Oracle Advertising.

Real-time segmentation

Drive engagement and loyalty with intelligent segmentation. Oracle Unity Customer Data Platform highlights customer behaviors and enables marketers to better understand customer intent and target relevant messaging to the right groups.

Behavioral scores

Gain valuable insights about customer behavior and fine-tune targeting using more than 80 behavioral scores, such as engagement score by channel, churn likelihood, purchase propensity, and more.

Prebuilt behavioral segments

Go beyond traditional targeting and create more sophisticated segments. Use more than 100 out-of-the-box behavioral segments that help you find your most valuable customers, early adopters, bargain hunters and more.

Real-time personalization

Gather customer intelligence in real time to inform consistent, relevant, and personalized experiences. Deliver the right message at the right time to your prospects and customers, across channels, devices, and interactions.

Intelligent analytics

Measure customer engagement and improve customer lifetime value using AI and machine learning to model, predict, and recommend the optimal experience and derive the next, best customer experience.

Performance reports

Evaluate engagement using several out-of-the-box widgets that include audience, campaign, and segment analyses.


Use advanced analytics to investigate and understand exactly why things happened the way they did.

Recency, frequency, and monetary (RFM) value analysis

Determine which are your most valuable customers by understanding recency and frequency of purchase along with how much they spend.

Activitate insights from campaigns

Instantly compare campaign results through an interactive user interface. Optimize your campaigns by increasing the scale of high-performing attributes and changing strategies for lower performers.

Seamless, personalized experiences

By providing a unified view of all your customer insights, Oracle Unity Customer Data Platform enables you to deliver "just for me" experiences across engagement channels.

Data in the context of the customer

Start to build audience segments to personalize experiences based on key customer signals, such as purchases and product and category affinities as well as channel preferences using more than 50 out-of-the-box intelligent attributes.

Push-button publishing and personalization

Publish customer segments and set up real-time context for personalization across martech and adtech channels with a single click.

Personalize across channels

Get the 360-degree context of the customer natively available in your marketing, sales, service, and commerce engagement applications as well as adtech channels.

Business user ready

Give the power of data to everyone in your organization. Business users get the information they need to personalize customer experiences in real time.

Intelligence workbench

Create, analyze, and optimize data science models to achieve the benefits of machine learning and artificial intelligence.

Ready-to-use data science models

Use prebuilt data science models to gain new insights to identify new opportunities and optimize campaigns or audiences.

Unify insights for activation

Map machine learning outcomes to your data model, segmentation, campaigns, analytics, and more.

Explore data-science–driven use cases

Target top performing channels, optimize communication with customers, and enhance personalized messages with relevant recommendations.

Connect data, tools, and teams

Your stack works better when it works together. Oracle Unity Customer Data Platform connects every system in your tech stack to other tools you use to uncover new insights and deliver seamless customer experiences across all touchpoints. Explore Oracle Unity's entire integration catalog.

A way for everyone to integrate

Connect data across advertising, marketing, sales, service, and back-office applications with prebuilt connectors.


Oracle Unity's integrations across ad platforms, such Twitter, Meta, LinkedIn, LiveRamp, and Oracle Advertising, help you understand the entire customer journey, target more precisely, create and deliver more targetable media campaigns, and generate higher ROAS.


Drive intelligent loyalty campaigns, improved email marketing efforts, and commerce experiences that truly connect with Unity's integrations across the martech stack (CRM, commerce, loyalty, email, A/B testing, and more).


Reduce the time and effort it takes to uncover new customer insights with turnkey connectors into analytics tools.

Oracle Unity for industries

Convert more shoppers with personalized experiences

Better understand your shoppers and customers and respond to their needs in real time.

Explore CDP for retail
Develop real-time, tailored campaigns at every touchpoint

Learn how you can better use data to create more intelligent customer interactions.

Explore CDP for banking
Red Bull Racing Honda and Oracle CX

Red Bull Racing and Oracle CX: Driving the fan experience

Oracle Advertising and CX and Red Bull Racing are teaming up to deliver unrivaled fan experiences and bring fans closer to the race through personalization and real-time engagement. Watch as the journey begins to unfold.

Key benefits

Gain a 360-degree view of every customer

Deliver highly personalized customer experiences through a 360-degree view of your customer interactions across marketing, sales, service, commerce, and back office.

How CDPs improve customer data and personalize experiences

Accelerate time to value

Take advantage of prebuilt industry schemas and an open and extensible platform to quickly realize the value of your CDP in an accelerated timeframe.

Reduce costs and increase revenue

Go beyond simply knowing your customers. Use the power of AI and machine learning to intelligently guide them to the best possible experience and outcome.

Use AI-powered predictive intelligence for hyper-personalized CX

Adweek Reader’s Choice Award

Oracle wins big with 6 Adweek “Readers’ Choice” awards

Rob Tarkoff, Executive VP and General Manager, Oracle

Last year, we were honored to receive recognition for our Oracle Advertising and Customer Experience (CX) solutions in three categories. This year, our products continue to prove their mettle. So much so that I am thrilled and humbled to announced that we’ve doubled that number this year, receiving recognition in six categories, including customer data platforms.

Featured blogs

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Cloud Readiness

Release readiness

Get up to speed on the latest releases of Oracle Unity Customer Data Platform and ensure that your upgrade is successful. Review the latest features including innovations, capability overviews, business benefits, setup considerations, and usage tips.



Oracle offers a wide range of documentation, videos, and tutorials that will help you learn more about Oracle Unity Customer Data Platform. You'll find all of these resources and more in the Oracle Help Center.

Additional documentation and tutorials

Cloud learning

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.

Customer Community


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 Customer Data Platform.

Support and Services

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

Best Practices

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

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