Overview of Oracle Fusion Marketing
Oracle Fusion Marketing is part of the Oracle Fusion Customer Experience suite. It combines Fusion Unity Data Platform (UDP) for data unification with Fusion Marketing Orchestration to coordinate activation into marketing channels.
UDP transforms the underlying data across Fusion and other systems into a unified profile available to all your applications. Marketing Orchestration lets organizations automate, manage, and optimize complex, multistep marketing campaigns across channels against those unified profiles in UDP.
This image shows an architectural view of the customer experience, highlighting UDP and the Marketing Orchestration add-on:
Fusion Unity Data Platform (UDP)
Customer, campaign, activity, and transactional data were historically stored in separate, sometimes inconsistent silos, each with its own tables, relationships, and naming conventions. The Unity Data Platform (UDP) merges these disparate structures into a set of centralized, normalized data. It unifies customer, account, product, behavioral, and enterprise data. UDP supports identity resolution, buying-group intelligence, predictive scoring, audience activation, and data governance.
After customer data is unified into profiles, you can enrich those profiles with intelligent attributes, such as total lifetime revenue and clicks in the last 90 days. You can also apply built-in data science models for insights such as churn risk, next best offer, next best action, and account product fit. These enriched profiles help marketing, sales, and service teams deliver more personalized and effective customer experiences across the enterprise.
Fusion Marketing Orchestration
Fusion Marketing Orchestration is an add-on for Oracle Fusion Marketing, part of the Oracle Fusion Customer Experience suite. With this add-on, you can use unified profiles to:
- Automate multistep campaigns, such as email, digital ads, and so on
- Personalize customer journeys based on real-time behaviors
- Integrate with sales. For example, qualified leads flow directly to sales for follow-up
- Use analytics and optimization for continuous improvement
The Marketing Orchestration add-on helps your organization streamline marketing processes, align sales and marketing efforts, and deliver consistent, personalized experiences at scale. It manages marketing programs, customer journeys, tactics, content, channels, and performance measurement across acquisition, onboarding, cross-sell, renewal, and retention.