{"id":8673,"date":"2024-09-12T13:01:39","date_gmt":"2024-09-12T13:01:39","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/oracle-enhances-its-unity-cdp-offering\/"},"modified":"2024-09-12T13:01:39","modified_gmt":"2024-09-12T13:01:39","slug":"oracle-enhances-its-unity-cdp-offering","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/fr\/oracle-enhances-its-unity-cdp-offering\/","title":{"rendered":"Oracle enhances its Unity CDP offering"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>Oracle is announcing several enhancements to Oracle Unity <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/customer-data-platform-cdp\/\">CDP<\/a>, a key part of the Oracle Fusion Cloud <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/customer-experience\/\">CX<\/a> suite of applications. It also announced moves to make B2B buying easier using Oracle Fusion Cloud.<\/p>\n<p>The announcements came today at Oracle CloudWorld in Las Vegas.<\/p>\n<p><strong>New capabilities within Oracle Unity.<\/strong> The keynote of Oracle\u2019s Fusion offerings has been to fuse new and better relationships between marketing and sales teams. That\u2019s reflected here in the presentation of unified account views, based on data from marketing, sales and service clouds. A novel development, however, is the incorporation of data from back office sources including finance, contracts, product usage and supply chain.<\/p>\n<p>There are four new capabilities:<\/p>\n<ul>\n<li><strong>Account Profile Explorer.<\/strong> This is the feature that allows a unified view of front-end and back-end customer data.<\/li>\n<li><strong>Buying group and opportunity scoring.<\/strong> This uses AI to detect and analyze buying group signals based on things like role, title and engagement with topics.<\/li>\n<li><strong>Industry onboarding accelerators.<\/strong> These help accelerate CDP implementation with industry-specific templates, data models and attributes; currently available for high tech, industrial manufacturing, professional services, telecommunications, utilities, financial services, travel, and retail.<\/li>\n<li><strong>Oracle Analytics Cloud integration.<\/strong> This will provide data visualizations and help support decision-making.<\/li>\n<\/ul>\n<p>We asked Oracle SVP Rob Pinkerton to reflect on the importance of these enhancements. One point he made is that Oracle Unity CDP is actually a relatively young product.<\/p>\n<p>\u201cIt\u2019s been in the market for a couple of years,\u201d he said, \u201cbut this is still a very early, young product. To put a database with this kind of power in the front-office, in front of marketers, and to do so in a way that puts corks on their forks so they don\u2019t poke themselves in the eye\u2026 I feel this is early innings in this game.\u201d<\/p>\n<p>With that caveat, Pinkerton highlighted Account Profile Explorer. \u201cThis is the place where sales and marketing teams are falling in love again. In large organizations, sometimes sales doesn\u2019t know who marketing is marketing to, and marketing doesn\u2019t know who sales really wants to sell to. Sales is focused on accounts and marketing is focused on contacts. What Account Profiler does is give people ways to really focus sales and marketing efforts in the core areas where you are most likely to win and create value. It even makes it possible to introduce product teams into the mix.\u201d<\/p>\n<p>In a nutshell, Account Profile Explorer \u201cshortens the assembly line of the sales and marketing flow.\u201d<\/p>\n<p>As far as incorporating back-office data in the customer dataset, Pinkerton says some of Oracle\u2019s competitors are playing catch-up. \u201cThey realize there\u2019s gold in them thar hills,\u201d he laughed. \u201cOracle has thought this through at a big enterprise level,\u201d he said. \u201cSome of our customers are the biggest, gnarliest, industry-leading providers, often of things you\u2019ve never heard of \u2014 they\u2019re not big brands, they\u2019re the ones that make the machinery, that deliver the infrastructure.\u201d<\/p>\n<p><strong>A unified view of B2B buying and selling.<\/strong> A new solution within Oracle Fusion Cloud CX gives buying and selling teams a collaborative view of their commercial relationships, featuring quotes, orders, account and contact profiles, subscriptions, renewals and assets.\u00a0This features a connection between customer and financial data and is aimed at supporting a range of GTM motions including recurring revenue, usage-based, and consumption-based strategies.<\/p>\n<figure class=\"wp-block-image size-large\"><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"540\" alt=\"Invite Buying Group 1\" class=\"wp-image-395254\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-800x540.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-501x338.png.webp 501w,https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-167x113.png.webp 167w,https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-768x518.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-1536x1037.png 1536w,https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1.png.webp 2048w\" data-lazy-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-800x540.png.webp?resize=800%2C540&#038;ssl=1\"\/><img data-recalc-dims=\"1\" fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"540\" src=\"https:\/\/i0.wp.com\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-800x540.png.webp?resize=800%2C540&#038;ssl=1\" alt=\"Invite Buying Group 1\" class=\"wp-image-395254\" srcset=\"https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-800x540.png.webp 800w,https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-501x338.png.webp 501w,https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-167x113.png.webp 167w,https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-768x518.png.webp 768w,https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1-1536x1037.png 1536w,https:\/\/martech.org\/wp-content\/uploads\/2024\/09\/Invite-Buying-Group-1.png.webp 2048w\" sizes=\"(max-width: 800px) 100vw, 800px\"\/><figcaption class=\"wp-element-caption\"><em>Oracle\u2019s new digital buying channel.<\/em><\/figcaption><\/figure>\n<p>In addition, enhancements to Oracle\u2019s revenue transformation solution include:<\/p>\n<ul>\n<li><strong>Unified<\/strong> <strong>CPQ, contracts, and order management <\/strong>helping to organize and execute complex sales agreements.<\/li>\n<li><strong>Generative AI for contract summarization <\/strong>reducing contract processing time and assisting with contract questions.<\/li>\n<li><strong>Generative AI\u00a0for sellers<\/strong> to create emails, executive briefings, summaries of CPQ, etc.<\/li>\n<\/ul>\n<p><strong>Don\u2019t forget the consumer. <\/strong>Although these announcements shine a light on Oracle\u2019s support for <a rel=\"nofollow\" href=\"https:\/\/martech.org\/why-we-care-about-b2b-marketing-a-guide-for-marketers\/\">B2B marketing<\/a> teams, Pinkerton didn\u2019t want to overlook B2C. \u201cWe still have a B2C business that we\u2019re committed to. Responsys is our leading product; Unity is very popular there. AI is transforming the way that consumers buy things in a way we don\u2019t fully know yet.\u201d<\/p>\n<p>Teaming Responsys with Unity does place an emphasis on first-party data, of course. \u201cHow do we provide more value to our existing customers?\u201d Pinkerton asked. \u201cWhat do we know about our existing customers? How do we learn who they are more quickly so we\u2019re not out there spending money on third-party data? Understand how they\u2019re responding, integrate that into your existing data, make your decisions and you\u2019ll do well. That\u2019s what we\u2019re recommending.\u201d<\/p>\n<p><strong>Why we care.<\/strong> An overall view of customer data, especially in the B2B space, incorporates not just sales and service, but of course things like contracts \u2014 especially in a subscription economy. It would not be fair to say that Oracle is uniquely positioned to introduce back-office data to a CDP. SAP has made similar moves. What Oracle and SAP have in common \u2014 differentiating them from Adobe and <a rel=\"nofollow\" href=\"https:\/\/martech.org\/topic\/marketing-technology\/salesforce\/\">Salesforce<\/a>, for example \u2014 is that their enterprise back-office solutions like ERP are, if anything, bigger than their CX offerings.<\/p>\n<p>What\u2019s more, Oracle Unity can fit a \u201ccomposable\u201d structure, leveraging Oracle Autononmous Datawarehouse, which just might be where all that back-office data sits.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow\" href=\"https:\/\/martech.org\/oracle-announces-guided-campaigns-and-boosts-customer-service-with-genai\/\"\/><a rel=\"nofollow\" href=\"https:\/\/martech.org\/what-the-composability-revolution-means-for-cdps\/\">What the composability revolution means for CDPs<\/a><\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/oracle-enhances-its-unity-cdp-offering\/\">Source link <\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>Oracle is announcing several enhancements to Oracle Unity CDP, a key part of the Oracle Fusion Cloud CX suite of applications. It also announced moves to make B2B buying easier using Oracle Fusion Cloud. The announcements came today at Oracle CloudWorld in Las Vegas. New capabilities within Oracle Unity. The keynote of Oracle\u2019s Fusion offerings [&hellip;]<\/p>","protected":false},"author":3,"featured_media":8674,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-8673","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Oracle enhances its Unity CDP offering - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/fr\/oracle-enhances-its-unity-cdp-offering\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Oracle enhances its Unity CDP offering\" \/>\n<meta property=\"og:description\" content=\"Oracle is announcing several enhancements to Oracle Unity CDP, a key part of the Oracle Fusion Cloud CX suite of applications. 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