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
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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 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.

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.

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.

Bring Your Own Model (BYOM)

Leverage ML models unique to your business by bringing in your own model into Oracle Unity CDP. Re-train and calculate scoring values into Oracle Unity.

Improve productivity and reduce the latency for model outputs used in decisioning & activation for customer experience.

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 marketing, sales, service, and back-office applications with prebuilt connectors.


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.

See Oracle Unity in action

Improve customer service with connected data

Explore how a complete customer view helps service agents provide the suggestions and guidance perfect for each customer.

See Oracle Unity for service (2:11)
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.

See Oracle Unity for IT (2:19)
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.

See Oracle Unity for marketers (2:16)

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 Customer Data Platform.

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.

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.


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.

Additional information

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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