1. Set Up Oracle Fusion Marketing
  2. About Profile Unification

About Profile Unification

The Profile Unification feature is the process of identifying and merging multiple records that represent the same customer, account, or other business entity into a single, trusted profile. This unified profile serves as the canonical record for personalization, segmentation, analytics, and campaign activation.

Profile unification lets you search for customer profiles and view key profile, behavioral, and transactional data.

Here are the steps to access and use profile unification:
  1. Sign in to Oracle Fusion Cloud Applications with a user account that has the required Profile Unification access.
  2. From the navigator, select Customer Data Platform > Profile Unification and a screen similar to the following is displayed.

    Screenshot showing Profile Unification screen

The Profile Unification highlights the different sources that contribute toward a Master Customer record. Sources can be categorized into Marketing, Sales, Service, Commerce and Offline. These source categories are mapped to different sources using source names. To map sources to different categories, you'll need to provide the source names for the records that need to be mapped. For example, the source names can be Responsys and Eloqua for the Marketing category, Oracle Sales for the Sales category, and Service Cloud for the Service category.

How Profile Unification Works

Profile unification typically consists of three stages:

  1. Identity resolution (deduplication)
    • Fusion Unity Data Platform compares records from multiple source systems (for example, CRM, ERP, web, commerce, loyalty, and marketing automation).
    • Matching rules determine which records belong to the same person or account, even when identifiers differ.
    • Matching can use attributes such as email address, customer ID, phone number, name, or other configured identifiers.
  2. Profile consolidation
    • After matching related records, Fusion Unity Data Platform groups them under a single MasterAccount.
    • The master account maintains relationships back to the original source records while representing one unified customer or account.
  3. Promotion and enrichment
    • When multiple source records contain conflicting values, promotion rules determine which value becomes the authoritative one.
    • Fusion Unity Data Platform can also compute derived attributes, aggregate behavioral metrics, and enrich the unified profile with intelligent attributes.