Oracle has signed an agreement to acquire BlueKai, a cloud-based big data platform that enables companies to personalise 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 organises a company’s customer and audience data in the cloud to help implement personalised 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.
BlueKai will be integrated with both Responsys for B2C marketing automation and Eloqua for B2B marketing automation in order to deliver orchestrated and personalised 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 organisations to build unmatched personalised cross-channel campaigns and customer interactions across e-mail, web, social, mobile, advertising and syndicated content channels.
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.
“Modern marketers require new ways of acquiring, centralising, interpreting, and activating customer data across marketing channels so that they can enhance the customer experience and maximise the return on their marketing spend,” says Steve Miranda, executive vice-president: applications development at Oracle.
“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 personalised message across all channels.”
Omar Tawakol, CEO of BlueKai, comments: “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.”