Oracle, the company that began in the enterprise space more than 40 years ago integrating and analyzing unstructured data, released technology on Monday that analyzes data based on past and present real-time interactions to determine future behavior. It also built in privacy permissions based on location.
The tool -- Oracle CX Unity, which integrates with the Oracle Customer Experience (CX) Cloud -- combines online, offline, and third-party data. It takes into consideration details such as whether the person just graduated from college, if they live in an apartment, and whether or not they have a roommate.
The permissions and privacy for location-based data can identify any specific customer a retailer might have and serve them content accordingly. For example, one consumer might agree to see marketing and advertising collateral while in London, but when traveling in New York she prefers not to receive any correspondence.
“This is not a data store,” said Shashi Seth, senior vice president, Oracle Marketing Cloud. “It’s more about intelligence built on top of the data and what the retailer should do based on the knowledge they have about the consumer.”
By connecting data and experiences across known and unknown interactions, Oracle CX Unity helps organizations increase the insights based on the specific industry using the technology.
“Our job is to understand the industry and the context behind [the message],” Seth said.
Oracle CX Unity runs in the background of a retailer’s site, for example, to help marketers make better targeting decisions based on the motions and length of time a consumer spends with a picture or a description of a shirt or a baby stroller. It also considers the last email sent to the consumer and whether it prompted an action, such as a search and purchase on the retailer’s website.
It is one of several announcements made at Oracle OpenWorld on Monday.
Oracle also introduced a subscription management platform. Oracle Subscription Management integrates front-and-back office business processes on one platform -- everything from sales to procurement to billing.
The platform supports reoccurring pet food orders such as Chewy.com as well as subscriptions that support truck rentals. It works in a similar way to a leasing model, but the subscription model helps the company that leases the vehicle to pay per use.