Oracle Unity Customer Data Platform Enhances Digital Sales Efficiency for Global Industrial Automation Leader

Emerson, a $17 billion industrial automation and technology company operating in more than 100 countries since 1890, faced significant challenges in delivering a cohesive digital buying experience. The company's portfolio of highly technical products—such as control valves and actuators—requires custom engineering based on customer specifications, making online sales processes inherently complex. This complexity manifested in lengthy online forms requiring 12 fields, resulting in high drop-off rates. Additionally, Emerson's marketing systems and Oracle Eloqua CRM platform operated in silos, lacking integration and comprehensive visibility into customer interactions, making it difficult to link individual engagement to specific accounts. As sales increasingly shifted from face-to-face interactions to digital channels, this data fragmentation hindered the ability to understand customer needs and deliver relevant, personalized information.

Emerson selected Oracle Unity Customer Data Platform to unify its fragmented customer data ecosystem and enhance connectivity across its existing technology stack. The platform seamlessly integrated with Emerson's global deployment of Oracle Fusion Cloud ERP, Oracle Sales CRM, Oracle Eloqua marketing automation, and PeopleSoft human resources systems, while also connecting non-Oracle applications. Oracle Consulting provided implementation support and ongoing training to ensure successful adoption. Unity's robust out-of-the-box data models, built-in customer analytics capabilities, and Oracle's continued platform investment through easy-to-adopt online updates made it the optimal choice for Emerson's multi-year customer intelligence journey.

The implementation delivered measurable improvements across customer engagement and sales efficiency. By combining Oracle Eloqua and Unity CDP to enable progressive form filling—collecting only relevant information across successive customer visits—Emerson reduced online form fields from 12 to 3, significantly lowering abandonment rates. Marketing teams now provide personalized content based on enriched customer data, driving email open rates above industry average. The unified platform enables Emerson to identify which products individual customers within its 1.2 million customer base are interested in, connecting multiple digital interactions from prospects and existing customers to signal sales-ready leads to sales teams. As Emerson explores advanced technologies like generative AI for content delivery, the company has positioned Unity CDP as the foundation for delivering the right content to the right customer at the right moment, supporting its long-term vision of seamless marketing-sales integration.