Oracle Adds Machine Learning Capabilities To Its CDP

Oracle is sprucing up its customer data platform, CX Unity, with a little machine learning. The platform will now support real-time behavioral data collection and personalization capabilities through Infinity, Oracle's digital streaming technology. Infinity captures web event, app and point-of-sale data to help brands build realistic representations of the customer journey. That previously required repeated and rigorous A/B testing, said Rob Tarkoff, EVP and general manager of Oracle Cloud CX and Oracle Data Cloud. "But by applying machine learning to that, you can come up with predictions and insights based on a holistic set of data, and it doesn't require you to do one-off activities," he said.