Oracle has formally announced that it has signed an agreement to acquire BlueKai, a leading cloud-based big data platform that enables companies to personalize online, offline and mobile marketing campaigns with richer and more actionable information about targeted audiences.
The BlueKai solution includes its Data Management Platform, which centrally organizes a company’s customer and audience data in the cloud to help implement personalized marketing campaigns across all channels and deliver better results and higher marketing ROI.
BlueKai also runs the world’s largest third party data marketplace to augment a company’s proprietary customer data with actionable information on more than 700 million profiles and will now be integrated with both Responsys for B2C marketing automation and Eloqua for B2B marketing automation in order to deliver orchestrated and personalized customer interactions across all marketing activities and channels.
Speaking on the acquisition, Steve Miranda who is the Executive VP in charge of Applications Development at Oracle said, “Modern marketers require new ways of acquiring, centralizing, interpreting, and activating customer data across marketing channels so that they can enhance the customer experience and maximize the return on their marketing spend. The addition of BlueKai to the Oracle Marketing Cloud enables marketers to act on data across both known customers and new audiences and precisely target customers with a personalized message across all channels.”
BlueKai combined with Oracle’s Marketing and Social solutions provide customers with the ability to build rich user profiles by combining information from 1st and 3rd party sources including media, advertising, social, and mobile sources thus allowing both B2B and B2C organizations to build unmatched personalized cross-channel campaigns and customer interactions across e-mail, web, social, mobile, advertising and syndicated content channels.
“As a leader in marketing data management, BlueKai’s innovative products convert fragmented and disparate marketing data into high-performance results for companies. We are thrilled to join Oracle and extend Oracle’s Customer Experience portfolio to include the industry’s most effective big data cloud platform for marketers.” commented Omar Tawakol, CEO, BlueKai.
The Oracle Marketing Cloud is an integral part of the Oracle Customer Experience Cloud which includes commerce, sales, service, social and marketing. Together, the Oracle Customer Experience Cloud enables a seamless and integrated exceptional customer experience from the first touch point through the entire customer lifecycle.
You can also read the letter by Steve Miranda outlining the benefits of the acquisition.