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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Who can confidently pick the best service among those listed on this site?Indoor Navigation For Airports

nearmotion

How beacons and nearables are giving marketers new customer know-how

Read more

Awesome information on marketing company..awaiting for your new article on Advisory services and also on below topics.business advisory s...

Wasim Ahmad

CMO's top 8 martech stories for the week - 2 December 2021

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

The massive flaw in customer-centric marketing CMOs need to know about

Behavioural biases mean customers, most of the time, have no idea what they want, despite what they tell you.

Dan Monheit

Co-founder, Hardhat

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sign in