Customer data on Oracle: Responsys, CDP and Eloqua

We help you bring customer data together and then put it to work across campaigns and channels, so that every message is based on what you actually know.

Three platforms, three roles

Responsys is built for B2C campaigns: email, mobile and cross-channel messages sent at scale. Eloqua is Oracle's marketing automation platform for B2B: it helps teams run campaigns and nurture leads until they are ready for sales. Unity CDP brings customer data together into a single view, from the systems that hold it. Each does a different job, and most organisations need one or two of them, not all three.

Which one is right for you

If you sell to consumers and send campaigns to large audiences, Responsys is the usual starting point. If you sell to businesses and need to nurture long buying cycles, Eloqua fits. If your customer data is spread across systems and campaigns cannot see it, a customer data platform comes first, and the other two work better once it is in place. We help you decide, in that order, and say so when you do not need a platform at all.

Responsys

Run cross-channel campaigns at scale. We set up accounts, programs, templates and data flows, design campaigns with reusable creative, connect Responsys to your customer data and improve deliverability and program performance.

Unity CDP

Unify customer data for segments and personalisation. We help you decide which sources to bring in, how records are matched into one profile, which segments marketing needs and how those segments reach the channels that use them.

Eloqua

Marketing automation for campaigns, leads and reporting. We design campaigns across email, social and web, build nurture programmes, manage contact data and connect Eloqua to your CRM so that marketing and sales share the same view of a lead.

Connecting them

The value is in the connections. We link the platforms to each other and to your CRM, using Oracle Integration Cloud where it fits, so that a purchase, a service case or a preference change in one place is known in the others, and so that what customers do after a campaign comes back to marketing. We document how data moves, so that anyone can see where a number came from.

Data foundations

Customer data is only useful if it is accurate and used with care. We help you agree how customers are identified across systems, how consent and preferences are recorded and honoured, and who owns data quality, before campaigns depend on it.

Measuring what matters

We help marketing agree which measures show whether the customer view is working: reach, response, conversion and the value of customers over time. We then set up reporting so that those numbers are visible to everyone who needs them.

How we work

We begin with the customer journeys and campaigns you want to support, then work back to the data and the platforms they need. We build in small steps, test with real data in a safe way and train your teams as we go.

What you get

Connected, configured platforms, data flows you can see and trust, segments and programs your marketers can reuse, documentation and a plan for improving results.

Where customers start

Customers usually come to us when campaigns cannot use the customer data they already hold, when they are choosing between platforms, when they are moving from another marketing tool, or when marketing and sales disagree about leads.