Oracle has signed a deal to acquire BlueKai, a leading cloud-based big data platform that enables companies to personalise online, offline and mobile marketing campaigns.

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 a third party data marketplace to augment a company’s proprietary customer data with actionable information on more than 700 million profiles.

The solution 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 will provide customers with the ability to build 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 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. - TradeArabia News Service