CONFIRMED: Oracle Buys Marketing Tech Startup BlueKai

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BlueKai CEO Omar Tawakol

BlueKai

BlueKai CEO Omar Tawakol

Oracle has indeed made another acquisition: marketing tech startup BlueKai.

UPDATED: The company did not announce terms for the deal but a source tells us the purchase price was around $400 million.

BlueKai offers a cloud service that allows marketeers to understand who people are as they surf the web. That lets them find the right people to send their ads and offers to. BlueKai is one of the most established players in this field, known as a "data management platform."

Recently, BlueKai has been working on doing the same with smartphones, allowing marketeers to know that the person who visited a website with an iPhone is the same person who visited with a Mac. That's actually a tough technical problem to solve.

BlueKai has raised about $42 million in venture funds with its its biggest, $21 million round raised in 2010, according to Crunchbase.

It had $64 million in revenue in 2013, according to Forbes.

This deal adds to Oracle's growing arsenal of acquired companies that sell technology to chief marketing officers. Marketing tech is shaping up to be the next big trend in enterprise tech spending and Oracle CEO Larry Ellison wants to dominate it. Companies spend nearly $4 trillion a year on technology, mostly through their IT departments. But market researchers predict that by 2017, the CMO will have tech budgets as big or bigger than the chief information officer.

Oracle and rival Salesforce.com have been in a battle to own this new area.

Here's the press release announcing the deal this morning:

Oracle today announced that it has signed an agreement to acquire BlueKai, the industry’s leading cloud-based big data platform that 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 across all channels and deliver better results and higher marketing ROI. BlueKai also runs the world’s largest third party data marketplace to augment a company’s proprietary customer data with actionable information on more than 700 million profiles.

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.

BlueKai combined with Oracle’s Marketing and Social solutions provide customers with the ability to build the richest user profiles combining information from first party and third party sources including media, advertising, social, and mobile sources.

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.

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.

“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.”

“As a leader in marketing data management, BlueKai’s innovative products convert fragmented and disparate marketing data into high-performance results for companies,” said Omar Tawakol, CEO, BlueKai. “We are thrilled to join Oracle and extend Oracle’s Customer Experience portfolio to include the industry’s most effective big data cloud platform for marketers.”



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