Oracle adds BlueKai to its marketing automation hit list

Oracle Headquarters Redwood Shores

Oracle’s voracious appetite for marketing technology companies appears unslaked. On Monday it announced the acquisition of BlueKai, a data management company that collects information about what consumers are looking for on the internet and in the real world and selling that information to marketers. Terms were not disclosed, although Business Insider, which first reported rumors of the acquisition on Sunday, pegged it at around $400 million.

Oracle will tie BlueKai into its Responsys B2C marketing automation package — Oracle bought Responsys for $1.5 billion in December– and into Eloqua on the B2B side. Oracle bought Eloqua for $861 million in December 2012.

The stated goal of all that integration is for Oracle to be able to “deliver orchestrated and personalized customer interactions across all marketing activities and channels,” according to the press release announcing the BlueKai deal.

Cupertino, Calif.-based BlueKai claims to run the world’s biggest third-party data marketplace which melds customer proprietary data together with other information about that customers’ habits. It claims 300 customers.

Oracle and rival — with its buys of Buddy Media and ExactTarget — are locked in a battle to buy up the known universe of marketing automation and related companies — although Adobe Systems is also in the mix since its’ acquisitions of Omniture and Neolane. All of these software giants see marketing as a key segment as CMOs are seen as having more discretionary budget to spend on IT and are cobbling together marketing cloud suites for that audience.


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