Modern Marketing Blog

Oracle to Acquire BlueKai Data Management So Marketers Can Personalize Customer Experiences

February 24, 2014 By: Kevin Akeroyd

Today Oracle announced plans to acquire BlueKai, to extend the Oracle Marketing Cloud with Data Management. As part of our evolving commitment to helping modern marketers enhance all interactions, this acquisition is another step toward the improvement of personalized marketing programs and customer experience.

Though technology is advancing in ways that have created more data sources that help us get to know our customers more meaningfully, these additional channels also require an orchestrated strategy to understand how to craft our messaging and focus communication efforts.

Data can do a lot of helpful services to your business, and to the experience of your customers. The focus of this acquisition is to provide the benefit for marketers to build intimate customer experiences across all data types and deliver across all channels.

BlueKai will be integrated with both Responsys for B2C marketing automation and Eloqua for B2B marketing automation to deliver orchestrated and personalized customer interactions across all marketing activities and channels.

The focus is to help our customers build the richest user profiles combining information from first party and third party sources including media, advertising, social, and mobile sources. Both B2B and B2C organizations can build personalized cross-channel campaigns and customer interactions across e-mail, web, social, mobile, advertising and syndicated content channels

Manage evolving data sources
You have a plethora of data on your prospects and customers. However, with the influx of media choices and touch points, the profile of your ideal audience becomes noisy and hard to decipher. Ironically, your customer data assets are growing by leaps and bounds but your ability to act on it isn't keeping up.

Connect the dots of what you know
Integrate all your own data assets, with external data, and put it to use everywhere you need it to be. Your end result is more intelligent business function and improved interactions based on a united front strategy.  

Enhance your audience’s experiences
Your audiences are navigating many channels to sift through the right information that’s valuable and helpful to them. By implementing the right tools and strategies focused on this path, you can cultivate a role in the discussion in a way that’s meaningful to your customers and marketing efforts.

Check out more information about our vision.

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