Forrester Consulting Total Economic Impact™ of Oracle Unity Customer Data Platform (CDP)

Measuring the business value of Oracle Unity CDP

Forrester interviewed seven representatives at four different companies with experience using Oracle Unity CDP. For this study, Forrester constructed a single composite organization which is the representation of the interviewees’ four companies. Forested used the data from interviews in financial models to conclude that over the span of three years, the composite organization received a benefit of $6.71M and an ROI of 158% with a payback time of within seven months.

Before using Oracle Unity, these interviewees’ organizations lacked access to comprehensive consumer profiles. Despite the considerable effort from their marketers and data analysts , this severely impacted their ability to effectively segment customers and prospects for engagement efforts. It also degraded their customer experience (CX) and prevented them from achieving their goals of minimizing nonproductive spending and maximizing the impact of their marketing budget.

Most valuable to us was the reconciliation of multiple sources of information into one golden record.

Director of marketing analytics, retail

With Oracle Unity CDP, the interviewees’ organizations realized several benefits, which came from:

• Increased efficiency for marketers and data analysts
• Reduced redundant marketing spend
• Reduced nonproductive marketing spend
• Reduced customer acquisition costs
• Avoided marketing agency fees

A big pillar of our business case for buying Oracle Unity was the potential savings on our marketing investments. Now, we waste less of that marketing spend because it’s better targeted.

Director of digital consumer engagement, transportation