Oracle buys Blue Kai, gains massive consumer data mart

Analyst: BlueKai's mobile data management capabilities are its 'crown jewel'

Oracle is moving into the market for big customer data by buying BlueKai, which aggregates data on consumers and offers it to marketers via a platform for running targeted marketing campaigns on the Web, offline and on mobile devices. Terms of the deal, which was announced Monday, were not disclosed.

BlueKai's software helps manage large stores of customer and audience profile data that can be used in conjunction with various types of marketing software. The company's data marketplace containing hundreds of millions of profiles.

Its technology will be tied into Oracle's Responsys application, which is focused on business-to-consumer campaigns, as well as Eloqua, which is geared toward business-to-business marketing.

The combined products will give companies the ability "to build unmatched personalized cross-channel campaigns and customer interactions across e-mail, web, social, mobile, advertising and syndicated content channels," Oracle said.

BlueKai's data marketplace aggregates profile information from more than 200 third-party providers, according to apresentation Oracle released Monday.

The marketplace gives BlueKai customers access to profile data and also allows data providers to share profile information with each other while providing privacy controls, according to the presentation.

Customers can obtain profile data based on a variety of factors, such as past purchases, lifestyle interests and geographic similarities. Blue Kai has a Web portal that allows consumers to either manage their profile or opt out entirely.

Oracle's marketing software is just one part of a continuum of products that also includes social media monitoring, e-commerce, sales and service. Rival Salesforce.com has been building out a similar portfolio.

BlueKai's data management capabilities will serve as a key component in Oracle's strategy, said analyst Ray Wang, founder and chairman of Constellation Research.

Its management platform for mobile data is "the crown jewel," Wang added. "These audience platforms are key building blocks for the mobile marketing war ahead."

Chris Kanaracus covers enterprise software and general technology breaking news for The IDG News Service. Chris' email address is Chris_Kanaracus@idg.com

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in