Forrester names Oracle Unity Customer Data Platform a Strong Performer in CDPs

February 17, 2022 | 3 minute read
Dave Stark
Product Marketing Manager, Oracle CX
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Oracle Unity Customer Data PlatformSee why Oracle Unity Customer Data Platform was named a Strong Performer in The Forrester New Wave™: B2B Standalone CDPs, Q4 2021. Download your copy today!

The customer data platform (CDP) is a relatively new solution within the technology stack. When marketing technologist David Raab, creator of The CDP Institute, coined the term in a 2013 article, the idea of the CDP was to “gather customer data from multiple sources, combine information related to the same individuals, perform predictive analytics on the resulting database, and use the results to guide marketing treatments across multiple channels.”

The basic principles of the customer data platform have carried forward to today, with many companies using a CDP to get the most from their customer data. Maximizing the value of customer data includes ingesting data from multiple sources (both online and off), creating single unified customer profiles from that data, and using that data to inform and enhance customer experiences delivered through a number of components across the technology stack—email automation, campaign management, customer loyalty program systems, customer service applications, and even adtech applications used to make effective and efficient media buys.

It's all about bringing in data, consolidating it into a single customer profile, and using it to provide the right customer experience at the right time in the right channel.

Hear David Raab’s recent take on how organizations can use a CDP to harness the power of their customer data and make every customer interaction matter in this recent episode of Experience TV with Katie Martell.

Oracle Unity Customer Data Platform helps you get the most from your customer data

With four decades of experience as a data company, Oracle understood the importance of the CDP in helping professionals who work with customer data find success. As the customer data platform market developed, we were excited to launch what is now known as Oracle Unity Customer Data Platform in 2018 to help companies get the most out of their data and offer relevant, personalized customer experiences.

We’re pleased to share that Forrester rated Oracle Unity Customer Data Platform as a Strong Performer in The Forrester New Wave™: B2B Standalone CDPs, Q4 2021.

The Forrester report notes that “the market for B2B standalone CDPs has evolved significantly since our first evaluation of these solutions two years ago. One of the most important developments has been the entry of the major marketing cloud vendors—nearly all of which are in-market currently or have announced plans to offer a B2B-focused CDP.” Forrester covers the 14 vendors it views as the most significant providers in the market, and we feel that the inclusion of Oracle Unity CDP as a Strong Performer is an indicator of the value we bring to customers in this growing market.

The Forrester New Wave: B2B Standalone CDPs, Q4 2021

In addition to this Forrester recognition, we’re proud to be recognized by several others as well. The CDP Institute rates Oracle Unity Customer Data Platform as “RealCDP™ certified,” and Adweek honored the platform with a coveted Readers’ Choice Award.

This type of recognition gives us confidence that we’re on the right track as we continue to innovate within Oracle Unity Customer Data Platform to help our customers better serve their customers.

Additional Resources

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.

Download "Enhance the Effectiveness of Your Customer Data with a Customer Data Platform (CDP)," a recent study from Forrester that offers insights on what companies need to consider when implementing a CDP.

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

Oracle Unity Customer Data Platform interactive demo


Dave Stark

Product Marketing Manager, Oracle CX

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