Deliver Differentiated CX by Applying Industry Context to Your Data with Oracle Unity Customer Data Platform

By: Jake Spencer, Principal Product Strategy Manager, ACX Outbound Product Management

We’re coming back into the swing of things after our first live Marketing Summit at Oracle CloudWorld in over two years. It was invigorating to hear and see so many of our global customers and partners at the show! Innovation and announcements were highlighted throughout the show, but the focus on delivering solutions to our customers to serve specific industries was a key theme. Continuing that theme, we were pleased to announce at the show that Oracle Unity Customer Data Platform has added 17 ready-to-use AI/ML models to help organizations across different industries create more predictive and precise customer experiences.

The customer data platform plays a critical role in an enterprise data strategy by turning back-office and front-office customer data silos into actionable, real-time customer profiles. But as CX becomes a brand differentiator for every enterprise, data also needs to be put in the context of an industry to be highly actionable. Every industry has its own unique language and processes. To make sense of the various types of data and gain a true competitive advantage, we believe customer data needs to be viewed through the appropriate industry lens. Oracle Unity has always been more than a traditional CDP, and we’ve been hard at work adding capabilities and security certifications to make it even more powerful across the world’s largest industries.

In this blog, I want to take some time to broaden the view on all of the ways in which Oracle Unity Customer Data Platform can help bring data together in the context of your industry to help organize data, build and discover new audiences as well as apply built-in machine learning to personalize customer experiences across the entire lifecycle.

Industry Specific Data Models: Organizing Data in the Context of Your Industry

First, let’s quickly touch on how delivering experiences to the right person, in the right moment, at the right time and in the right context starts with building the right data foundation. Each industry will have unique insights and even language that they’ll want to extract from that data in order to make it actionable.

Oracle Unity makes it easy for enterprises to organize and use data within the context of their industry by providing industry-specific, customizable data models. As Unity collects and unifies data across an enterprise, these models begin to organize that data in a way that is specific to an industry.

These models are highly customizable and built with insights from over 40+ years of data modeling for the world’s largest industries. They’ve been carefully curated with major targeting and personalization strategies in mind to save marketers time and effort to define the schema, as well as provide a wide breath of intelligent and computed attributes out of the box to use right away. For example, an automotive manufacturer may want to leverage our automotive model to uncover insights in the data about warranty usage, vehicle finance, service and dealership information from their data. On the other hand, a financial services provider may want to organize their data around key attributes regarding their customers like their account history, credit score, number of financial products and more.

Today, our customers can leverage out of the box data models for B2C and B2B, and target verticals (Retail, Automotive, Financial Services, etc.) and keep a look out for many more verticalized data models coming to Unity in the near future.

Learn more about Mazda Europe leverages Unity to deliver data-drive CX in the automotive industry

Intelligence Workbench: Optimizing Predictive Outcomes

Once data is unified, standardized and applied to your industry Unity begins to blend built-in artificial intelligence with customizable industry-specific data models to deliver highly personalized industry-specific experiences. The latest AI models added to Oracle Unity support organizations in automotive, consumer packaged goods, communications, financial services, healthcare, high-tech, and utilities industries.

To provide business leaders in the world’s largest industries with the insights they need to make every customer interaction matter, we’ve delivered 17 AI models to our intelligence workbench (with two brand new models in the last month). The AI models process data to provide insights that predict behaviors or provide next step recommendations. There are all sorts of ways for industries to tap into these models, but here are just a few to get your ideas flowing:

• Retail: A retailer can proactively guide a customer’s journey and experiences with after their initial engagements by leveraging the Next Best Offer or Next Best Promotion models. They can even go one step further and leverage the Send Time Optimization Model to send those offers and promotions at a time that their customer will be most likely to engage with it.
• Financial Services: A community bank can use Unity’s Predictive Account and Contact Scoring models to estimate and score the likelihood of a sale converting based on profile and engagement patterns.
• High-Tech: A solar panel manufacturer can use the Fatigue Segmentation model to classify customers into different levels of fatigue based on their profile and engagement levels. This enables them to adjust the volume of communications to their targeted accounts.
• Utilities: An electric utility can use past interactions to determine whether email, SMS, Push, or Web is best to communicate on-peak and off-peak energy hours with specific customers using Unity’s Channel Recommender.

Oracle Unity also provides enterprises the flexibility to bring custom data science models into Unity that have been developed specifically for their organization and industry.

Privacy and Security: Helping Ensure Compliance In Highly Regulated Industries

Let’s finish up with one more important piece of the industry puzzle, privacy, governance and security practices. While privacy is a top priority for every organization, each industry has vastly different laws and InfoSec practices around protection, access and use of that data.

From the beginning, data security and customer privacy have been at the forefront of Oracle Unity’s development strategy. By being built on Oracle Cloud Infrastructure, we’ve ensured the security, performance, and scalability meets enterprise standards across industries. In addition, we’re also proud to have received SOC2 and ISO27001 certification ensuring our offering meets the needs of highly-regulated industries. As of last year, Unity has also achieved HIPAA attestation in order to better meet the needs of healthcare organizations.

Conclusion

While we’re excited about all the industry capabilities and certifications at available to our customers today, this isn’t the finish line. We’re excited to continue working alongside our customers to help accelerate the pace of industry innovation and help them continue to stake out their industry leadership positions in CX. 

Additional Resources

To learn more about why Oracle was named a Leader in the IDC MarketScape: Worldwide Customer Data Platforms Focused on Data and Marketing Operations Users 2022 Vendor Assessment (Doc #US48858321, March 2022),visit our website.

Score your organization’s customer data strategy with our CX data excellence self-assessment and learn how you can use a CDP to move forward on the path to CX data excellence.

To see Oracle Unity Customer Data Platform (CDP) in action, walk through the brief interactive demo below.