Oracle(NYSE:ORCL) has signed a pact to acquire BlueKai. The later enables companies to personalize online, offline and mobile marketing campaigns with richer and more actionable information about targeted audiences.
The BlueKai solution includes its Data Management Platform, which centrally organizes a company’s customer and audience data in the cloud to help implement personalized marketing campaigns.
BlueKai will be integrated with both Responsys for B2C marketing automation and Eloqua for B2B marketing automation in order to deliver orchestrated and personalized customer interactions across all marketing activities and channels. The combination will also allow both B2B and B2C organizations to build unmatched personalized cross-channel campaigns and customer interactions across e-mail, web, social, mobile, advertising and syndicated content channels.
“Modern marketers require new ways of acquiring, centralizing, interpreting, and activating customer data across marketing channels so that they can enhance the customer experience and maximize the return on their marketing spend,” said Steve Miranda, Executive Vice- President, Applications Development, Oracle. "The addition of BlueKai to the Oracle Marketing Cloud enables marketers to act on data across both known customers and new audiences and precisely target customers with a personalized message across all channels."
The Oracle Marketing Cloud is an integral part of the Oracle Customer Experience Cloud which includes commerce, sales, service, social and marketing. Together, the Oracle Customer Experience Cloud enables a seamless and integrated exceptional customer experience from the first touch point through the entire customer lifecycle.
