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From: The Ox2/24/2014 5:35:09 PM
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destinationcrm.com

Oracle has signed an agreement to acquire BlueKai, a cloud-based big data platform that specializes in mobile marketing campaign personalization for online and offline campaigns by providing marketers with more actionable information on targeted consumers. With integrations for both the B2B and B2C solutions that Oracle offers, the acquisition has several implications for the vendor's position in the marketing automation space.

"Like for almost all enterprise software vendors, true big data capabilities have not been a part of Oracle's integral offering," Holger Mueller, vice president and principal analyst at Constellation Research, says. "With BlueKai, Oracle accelerates time to offering and time to market for one of the key spending areas of applications--marketing automation. This is key because it's the first step enterprises need to take as they transform into digital enterprises," he adds.

BlueKai's chief solution, its Data Management Platform, works by organizing a company's audience data within the cloud. Once the data is organized, the solution personalizes users' marketing campaigns across all channels and distributes them to customers. BlueKai appealed to Oracle because of the company's unique suite of offerings, according to Mueller...................<snip>
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