Oracle has acquired BlueKai, a cloud-based Big Data platform that enables companies to personalize online, offline and mobile marketing campaigns. This shores up the personalization capabilities of Oracle’s Marketing Cloud and eases the integration of various customer databases, according to industry observers.
"Marketers have needed to unify web advertising audiences with traditional customer databases, and that is precisely what this will do," David M. Raab, Principal, Raab Associates, told Demand Gen Report. “A solid data foundation has been the missing piece in most companies’ marketing architecture and this will enable Oracle to fill that gap.”
BlueKai will be integrated with Oracle Eloqua for B2B marketing automation and Responsys for B2C marketing automation to deliver personalized customer interactions across all marketing activities and channels, according to company executives.
The BlueKai solution includes a Data Management Platform, which centrally organizes customer and audience data in the cloud. BlueKai also runs a third-party data marketplace to augment a company's proprietary customer data with actionable information on more than 700 million profiles.
Combined with Oracle's Marketing and Social solutions, BlueKai provide customers with the ability to build customer profiles with information from first-party and third-party sources, including media, advertising, social and mobile sources.
The acquisition will enable B2B and B2C marketers to tap these profiles and then build highly relevant, cross-channel campaigns across email, 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, EVP of 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 personalized message across all channels.”