Oracle integrates BlueKai with Marketing Cloud

Vendor says the integration of its Eloqua and BlueKai offerings is a step further along the road to gaining a single customer view

Oracle Marketing Cloud's John Stetic at the recent Oracle Responsys Interact event
Oracle Marketing Cloud's John Stetic at the recent Oracle Responsys Interact event

Oracle has announced further integrations between key elements of its Marketing Cloud platform as it strives to unite a growing suite of applications and capabilities and win over marketers.

During the recent Oracle OpenWorld event in San Francisco, the vendor said it had integrated the former BlueKai Data Management Platform (now the Oracle Data Management Platform solution) with its Cross-Channel Marketing offering to help customers improve acquisition, retention and re-engagement with retargeting across multiple channels.

Oracle acquired BlueKai in February. The platform aggregates information from more than 200 third-party providers and repackages this so marketers can run targeting marketing activities online as well as offline and through mobile devices.

The integration now allows marketers to anonymise customer behavioural data generated through Oracle’s Eloqua Marketing Cloud, such as campaign response and engagement level, and integrate it with the third-party data sitting in the Oracle Data Management Platform. This can then be used to created specific audience models and be used for retargeting in search, display, mobile advertising and for site optimisation.

The vendor pointed to a recent report from Forrester Research, which found 82 per cent of marketers lack a single unified view of the customer and are therefore failing to target customers across channels.

“True customer centricity only happens when companies can unify their marketing data with the execution of messaging with that data under one umbrella,” Oracle Marketing Cloud group vice-president of products, John Stetic, said.

“This integration allows marketers to better understand the attributes and behaviours of their ideal customers and orchestrate an experience tailored to each one of them. By delivering more relevant experiences, marketers can build long-term relationships with their customers that drive revenue and better lifetime value.”

According to Oracle, the Data Management Platform holds more than 400,000 data attributes spanning 700 million anonymous customer profiles.

Oracle has also integrated its Marketing Cloud with third-party application, Box, a decision it says was driven by the need to make it easier for marketers to collaborate on content marketing efforts and better manage digital assets.

Related: Oracle, Salesforce.com trade moves in marketing software battle

Box is an Oracle Marketing AppCloud partner and launched its cloud-based storage and file sharing tool in 2005. More recently, the company has endeavoured to expand its offering into document process management by adding new capabilities around.

Through the integration, Oracle said Marketing Cloud customers have the ability to develop content with commonly used tools such as Microsoft Office products and PDFs, and instantly convert these into HTML5. The Box platform also automatically syncs with Oracle’s campaign management tools.

“As demand for unique marketing content grows, marketers need an easier way to share content and collaborate with internal teams and external agencies,” Oracle Marketing Cloud senior vice-president and general manager, Kevin Akeroyd, said.

“Today’s announcement reinforces Oracle’s commitment to delivering on the promise of marketing simplicity and efficiency.”

Oracle: Marketers overwhelmed by complex technology ecosystem

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

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

Putting your brand on the Love Index

How much do your customers love your brand, product or service?And more importantly, why?

Bronwyn van der Merwe

Managing director, Accenture Interactive

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

today in this digital age customer insights is one of the channel which can benefit customer a lot. It opens up door for personalized mar...

Bifty Alex

Building customer insights in the data and digital age

Read more

Latest Podcast

More podcasts

Sign in