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

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in