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 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

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in