Intends to allow both B2B and B2C organizations to build personalized cross-channel campaigns
Oracle has signed an agreement to acquire BlueKai, a 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 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.
As per the release, BlueKai when 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 personalized cross-channel campaigns and customer interactions across e-mail, web, social, mobile, advertising and syndicated content channels.
Steve Miranda, EVP (Applications Development), Oracle, said, “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.”
Omar Tawakol, CEO, BlueKai, said, “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.”
