The is a relatively new solution within the technology stack. When marketing technologist David Raab, creator of, coined the term in a 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 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.

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 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.

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.

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