Adobe, Oracle, Salesforce move towards having a unified view of customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 19, 2019, 5:22 AM UTC

Where Salesforce has expanded its Customer 360 platform, Oracle had partnered with Capgemini and Accenture.

Customer data platforms (CDPs) unify customer data gathered from different sources to create a unified view of customers. With marketers facing challenges of timing and content optimisation, marketing cloud vendors in the market are working towards providing useful CDPs.

To that end, Oracle has partnered with Accenture and Capgemini. These companies aim to help brands understand and map different data sources, KPIs and business outcomes. Adobe’s Triggered Journeys (part of Adobe Campaigns) will include the Adobe Real-time CDP whose aim is to help marketers deliver regular, personalised experiences by providing consolidated data hub for its users.

Salesforce has expanded its Customer 360 platform help marketers deliver personalised, integrated customer interactions at scale. This will include consent management and data unification among other features.

Read the original article

[4 minute read]