Glossary of Terms for Fusion Marketing

Listed below are a glossary of terms, acronyms, and concepts used in Fusion Marketing, along with their definitions.

Term	Description
Account	An organization or company primarily used in the B2B context.
Account Product Fit	A data science model that ranks and classifies accounts by their fit or propensity for a product.
Agent	Standalone advisor that's called through AI Studio, Ask Oracle, or a button within the application. Agents are focused on a singular task.
Agentic Application	Referred to as a command center type experience that encompasses multiple agents brought together to solve a particular use case and/or workflow.
AI Studio	The administration area where the administrators configure and publish agent templates and build custom agents.
Audience	A list of profiles that can be used in a program.
Behavior	A behavior is a business-friendly representation of a signal exhibited by a customer, visitor, user, or other entity. Fusion Unity Data Platform can use behaviors in real-time marketing orchestration, segmentation, and personalization.
Behavior attributes	Behavior attributes provide the event context that can be evaluated in rules and segments or mapped to downstream actions.
Buyer Role	The role a person plays in a purchase process, such as decision maker, influencer, user, or champion.
Buying Group	An account-specific group of contacts tied to a real B2B product or solution buying motion that fit a buyer role
Buying Group Definition	A blueprint that specifies the personas and buyer roles required for a product. Activated definitions refresh Buying Group and member data daily.
Buying Group Member	A contact that belongs to a Buying Group and is associated with one or more personas or buyer roles.
Campaign	A campaign has a defined audience and a tactic or series of tactics to achieve an overall goal. This term should be avoided for clarity purposes. In Fusion Marketing, use Program for the overall objective-driven initiative and Tactic for an executable marketing action.
Contact	An entity tied to an account and a way to communicate with an entity associated with an account. A contact is a 1:1 relationship to an account, primarily used in a B2B context.
Copywriting Agent	An AI-assisted capability that creates first-draft email copy based on campaign objectives and template instructions.
Customer	A person or individual used primarily in a B2C context.
Customer Data Platform (CDP)	Customer Data Platform is currently the name of the Fusion Marketing UI navigational area or role family. The CDP term identifies a functional boundary, not merely a page or navigational label. CDP contains the data-oriented capabilities such customer profile data, ingestion and management, segments, data administration and so on. The important nuance is that Customer Data Platform is therefore partly inherited product architecture/nomenclature. Fusion Unity Data Platform is the product name.
Data Collection Tag	A JavaScript-based tag used to collect behavioral data from websites or applications.
Data Ingestion	A process that brings your external source data into Fusion Unity Data Platform (UDP), maps it to one or more data objects, and persists it to the UDP data warehouse.
Data Feed	An ingestion configuration used to bring source data into Fusion Unity Data Platform and map it into the Data Model.
Data Object	A table-like structure in the Data Model used to store a business entity or event, such as Contact, Account, Product, Marketing Message, Marketing Web Page, Visitor, or Buying Group.
Data Orchestration	An integration capability that gives users a canvas to manage data flows in Fusion Unity Data Platform. An example includes export integration to Oracle Sales by mapping Oracle Sales parent and child objects in a single visual configuration.
Data Science and Machine Learning	Is the use of an algorithm to create a new attribute for a profile. This could be a particular number, score, or human-friendly language such as hot or cold.
Data Stream	A flow of behavioral or event data collected from digital properties and used for real-time insights, targeting, and triggered experiences.
Destination	Destination is a configured connection that defines where Fusion Unity Data Platform exports data, segments, or audiences. A destination stores the connection details, authentication settings, field mappings, and delivery configuration required to send data to supported Oracle applications, cloud storage services, file transfer servers, or third-party systems for activation and downstream processing.
Event-Triggered Entry	A tactic entry approach where participants enter based on real-time behavioral signals such as form submission, content engagement, product views, page views, or email link clicks.
Form	A web form configured in Fusion Marketing to capture contact data.
Fusion Banner	A banner designed and displayed inside Oracle Fusion Applications such as ERP, HCM, and CX.
Fusion Marketing	Oracle Fusion Marketing suite of products that includes Fusion Unity Data Platform and Marketing Orchestration. Includes capabilities built around unified customer data, segmentation, programs, tactics, channels, analytics, and activation.
Fusion Marketing Orchestration	An add-on to Fusion Unity Data Platform that includes multi-channel marketing orchestration through programs, tactics, and automations.
Fusion Unity Data Platform (or Fusion Unity)	The customer data platform foundation for Fusion Marketing. It unifies profile, behavioral, transactional, product, and related data for segmentation, personalization, analytics, and activation. See also Unity Data Platform (UDP)
Import	The process of bringing data from Oracle Sales into Fusion Unity Data Platform so that it can be ingested, mapped, transformed, unified, and made available for downstream analytics, segmentation, activation, or other data-processing use cases.
In-line Segment	A tactic-specific segment created directly inside the tactic design experience. It's scoped to the tactic and doesn't affect global segments.
Intelligence Workbench	The Fusion Unity Data Platform area used to configure, train, score, and monitor data science models.
Integration	Integration connects Fusion Unity Data Platform with Oracle Sales and other applications so they can share and use data.
Job	A scheduled or on-demand execution of a defined process that performs a specific data operation, such as importing, processing, transforming, or transferring data between Fusion Unity Data Platform and Oracle Sales.
Landing Page	A web destination used in tactics or campaigns to present content, capture form submissions, or support conversion journeys.
Logical Model	A business-friendly data layer that uses logical tables and attributes abstracted from the complex data model set up.
Marketing Analytics Viewer	A role that can consume existing workbooks and reports in read-only mode.
Marketing Copywriter Assistant	An AI agent-team template used to support email copy generation in Fusion Marketing.
Marketing Data Analyst	A role that can create, edit, configure, and manage advanced reporting content and workbooks
Marketing Message	A data model object introduced in the Unified Data Model updates to represent marketing communication data.
Marketing Program	A structured, high-level marketing initiative designed to achieve specific business goals, such as generating leads, building brand awareness, or nurturing customer relationships.
Marketing Web Page	A data model object used to represent web page engagement and related behavioral data.
Master Entity	This is no longer used term and should be removed from any usage. Profile Unification is the new term. This was used to define a unified golden record created through identity resolution and mastering, such as Master Customer or Master Account.
Oracle App Engagement Banner	A Fusion Marketing tactic template used to create and display banners in Fusion Applications.
Persona	A grouping of similar contacts based on attributes such as job function, title, seniority, job level, or department.
Personalization	The use of data aligned with a contact, account, or identifier to tailor messaging that's more relevant to the viewer. This could include email, landing page, banner, or other marketing content.
Pod	In Fusion Marketing, a pod is often used to mean a distinct tenant or instance, but marketing pods commonly mean customer groups or segments. You can specify which customer segments (pods) will receive a tactic through audience selection tools within the campaign builder.
Privilege	In Oracle Security Console (used in Oracle Fusion Applications such as HCM, ERP, SCM, and CX), a privilege is the most granular unit of access control. It represents permission to perform a specific action or access a specific resource within the application.
Profile Unification	A process of matching, deduplicating, and consolidating records from multiple source systems into a single master profile. Fusion Unity Data Platform uses identity resolution and promotion rules to create a trusted customer or account profile that supports Customer 360, audience segmentation, analytics, AI-driven insights, and downstream activation across Oracle Fusion Marketing.
Program	An objective-driven marketing initiative that includes an Audience, collection of tactics, and a definition of success.
Program Type	A label of a program that describes a grouping of tactics. Some examples include Cross Sell, Upsell, Greenfield, Renewal, or Nurture.
Query	Query is the dataset on which the model runs training or scoring.
Segment	A list, static or dynamic, of contacts, customers, or accounts that have common characteristics.
Source	The system, application, or data location from which data originates and is brought into Fusion Unity Data Platform for ingestion, processing, unification, or downstream use. For example, Oracle Sales can serve as a source of customer, account, contact, and sales data.
Success Criteria	The rule that defines whether a tactic achieved its desired outcome. Tactics can define success using more than one behavior with AND/OR logic.
Tactic	An executable action that's taken to achieve an engagement result. Example includes send an email.
Tactic Block	Lets template authors build flexible tactic journeys using entry and action blocks such as scheduled segment entry, behavior-triggered entry, email, follow-up email, and success criteria.
Tactic Template	Definition of a tactic created by the administrator. This could include a landing page, email, advertisement, opportunity creation, and so on.
Templates	The individual prebuilt assets created by designers, while tactic templates are organized collections of these assets made available to field marketers for campaign execution.
Unity Data Platform (UDP)	The customer data platform foundation for Fusion Marketing. It unifies profile, behavioral, transactional, product, and related data for segmentation, personalization, analytics, and activation. See also Fusion Unity Data Platform (or Fusion Unity).