Oracle will acquire BlueKai, a provider of cloud-based big data platform.
BlueKai’s big data vendor 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 customer data with actionable information on more than 700 million profiles.
“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 will 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.
BlueKai combined with Oracle’s Marketing and Social solutions provide customers with the ability to build the richest user profiles combining information from first party and third party sources including media, advertising, social, and mobile sources.
The combination will also allow 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.
“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,” said Steve Miranda, executive vice president, Applications Development, Oracle.