Oracle Aims To Address Customer AI Data Concerns With DataFox Acquisition, Launch Of CX Unity

Published: October 23, 2018

Oracle has entered an agreement to acquire DataFox, an AI-based data management provider, and unveiled a new CX Unity product designed to provide a comprehensive view into customer engagement and interactions across channels and applications. The company stated that the acquisition and product announcements are designed to better position its customers with accurate data, as more businesses plan to incorporate AI and machine learning capabilities into their go-to-market strategy.

Unveiled at the company’s annual OpenWorld conference in San Francisco, the acquisition of DataFox aims to further enhance Oracle’s cloud applications with company-level data that can help customers prioritize accounts, enrich leads and identify new prospects. With Deloitte predicting machine learning implementation to grow 4X by 2020, DataFox’s AI data engine positions Oracle customers with a trusted data source that can help launch and maintain an AI algorithm.

“The combination of Oracle and DataFox will enhance Oracle cloud applications with an extensive set of trusted company-level data and signals, enabling customers to reach even better decisions and business outcomes,” the company said in a statement.

Oracle Launches CX Unity To Offer Holistic View Into Customer Interactions

As part of Oracle’s Customer Experience Cloud, CX Unity aims to help users manage customer data and deliver relevant, consistent experiences to current and prospective customers. The company stated that the solution is positioned to connect all customer data within the user’s cloud applications — in real time and with context — to help users remain flexible and immediate in their interactions.

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“For a very long time, the industry has focused on a predictable customer journey,” said Shashi Seth, SVP of Oracle Marketing Cloud, in an interview with Demand Gen Report. “CX Unity takes everything one step further by bringing data from a variety of sources throughout the cloud platform — Sales Cloud, Commerce Cloud, etc. — and applying our AI algorithm on top of it to gain deeper insights into unpredictable buying journeys.”

The company stated that the product will be generally available by Q2 2019.

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