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

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

Grate post, thanks for the post.No matter what your business is, if you do no not rank among the top most search results of Google, Yahoo...

Rahul

Image intelligence:10 must-see infographics for marketers

Read more

Thank you Shane Blandford for carrying my Smarketing vision into KM !

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

Thanks for helping me putting those threads of thoughts together. Simplification and connection - neat idea.

Mark Bayly

Tips from IAG on how to craft human-centred design

Read more

The problem with Box is that they made a couple of big mistakes - they first hired a bunch of unprepared kids and gave them big roles and...

Tim Woods

CMO interview: Why Box's marketing chief is rewarding staff for failing

Read more

At this point, being hit hard will also be subject for a detailed study. In honesty, too early to tell but there are precedents to follow...

Sean Lindeman

Australian Government to abolish 457 visa program

Read more

Latest Podcast

More podcasts

Sign in