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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
Path to CX Excellence Path to CX data excellence—self-assessment

Score your organization’s customer data strategy and learn how a customer data platform can help you.

Every customer interaction matter Self-guided interactive tour

Walk through Oracle’s unified customer data platform and see how the power of data lets you create and activate unique customer experiences in real time.

Icon for Unify customer data for B2C service Unify customer data for B2C service

Our new integration between Unity Customer Data Platform and Oracle B2C Service gives you the data and insights needed to resolve customer service issues efficiently.

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.

Connect all data sources

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.

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 BlueKai Data Management Platform

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

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.

Seamless, personalized experiences

Leverage actionable intelligence to orchestrate the optimal brand experience for every individual and maintain context across the entire customer journey. Oracle Unity Customer Data Platform integrates seamlessly into your applications for a faster time to value.

CX integrations

Connect data across sales cloud, service cloud, marketing cloud, and commerce cloud with prebuilt integrations to Oracle CX apps.

Push-button publishing and personalization

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

Real-time customer 360-degree context

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.

Red Bull Racing Honda and Oracle CX: Driving the fan experience

Oracle Advertising and CX and Red Bull Racing Honda 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 experiences through a 360-degree view of your customer interactions across marketing, sales, service, commerce, and back office.

    Support unified customer profile B2C and B2B businesses need

  • 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

Key benefits
August 25, 2021

How proficient are you with customer data? Take our self-assessment and see how a customer data platform can help

The first step to successful data management is understanding your organization’s current strengths. The next step is to use the right systems to help you organize and use them effectively. Answer six short questions in The path to CX data excellence self-assessment for a high-level graphic view and score of your company’s proficiency with customer data.

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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

You may also be interested in…

Oracle Infinity Behavioral Intelligence

Real-time personalization

Oracle BlueKai Data Management Platform

Adtech and martech insights

Oracle Eloqua Marketing Automation

B2B marketing automation

Oracle Responsys Campaign Management

B2C campaign management

Get started

Request a demo

See what Oracle Advertising and CX can do for you.

Take a tour

Explore our Advertising and CX suite on your own.

Contact sales

Talk to a team member about Oracle Advertising and CX.