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.

Tags cloud computinginternetOracleData managementsoftwareapplicationsCustomer Relationship ManagementBlue Kai

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Chris Kanaracus

IDG News Service
Show Comments

Father’s Day Gift Guide

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?