Oracle Corporations, the California based developer of computer hardware and enterprise software products, has entered into an agreement to acquire Bluekai. The deal amount is said to be USD 400 Mn. Until the transaction closes, each company will continue to operate independently, and it is business as usual.
Post acquisition, the platform will be integrated with both Responsys (acquired for USD 1.5 B in 2013) for B2C marketing automation and Eloqua (acquired for USD 871 M) for B2B marketing automation.
A Cupertino, USA based company, Bluekai is a cloud-based big data platform that enables companies to personalize online, offline and mobile marketing campaigns. It centrally organizes a company’s customer and audience data in the cloud to help implement personalized marketing campaigns across all channels to deliver higher marketing ROI.
The company also runs the 3rd party data marketplace with actionable information on more than 700 million profiles. Currently, an approximately 300 customers across multiple industries rely on BlueKai to maximize their marketing investment.
Till date, the company has raised a total of USD 50.1 M funding from investors such as Battery Ventures, Redpoint Ventures, GGV Capital and more.
“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.
BlueKai combined with Oracle’s Marketing and Social solutions will provide customers with the ability to build the 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 personalized cross-channel campaigns and customer interactions across e-mail, web, social, mobile, advertising and syndicated content channels.
Last year, Oracle made around 7 acquisitions with a major USD 400 Mn spent in the acquisition of cloud-based Configure, Price & Quote (CPQ) solution provider, BigMachines. Recently, it has also acquired Corente, a cloud-based services company.
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