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Oracle has just come good on the BlueKai acquisition, but probably not in a way anyone really expected.

Yes, Oracle was going to use BlueKai’s database of 700 million consumer profiles to improve its marketing technology. But Oracle has taken this one step further and is using it to improve the performance of all its data-centric applications.

Oracle will do this through its newly released Oracle Data Cloud, a Data-as-a-Service (DaaS) platform that enables business users drive more competitive action from their data. For data junkies, it also offers the potential of unsiloed access to data located inside and outside the enterprise.

Oracle’s BlueKai Acquisition

This release stands on the shoulders of BlueKai, which Oracle bought for a relative pittance in March. At the time, it was estimated that the price tag was in the region of $400 million, which is really just small change for Oracle.

However, the potential of the deal, even at that stage, was seen to be enormous. The buy was focused on Oracle’s personalized marketing programs and the customer experience. Omar Tawakol, then CEO of BlueKai, said his company's products "convert fragmented and disparate marketing data into high-performance results for companies.”

He also said that the Data Management Platform (DMP) keeps the customer and audience data in the cloud to target marketing campaigns and deliver better results.

In short, BlueKai is one of the largest providers of data that help provide those super-targeted ads you see in your browser. Four months later and BlueKai has emerged again with a lot more muscle and the potential to reach into every corner of the enterprise and then some.

Omar Tawakol has also been reborn as General Manager of Oracle Data Cloud and launched the new DaaS last night.

Data’s Value Proposition

In a webcast about the new services he said that the unique value proposition in the product is that it separates data from any one specific application and create standalone solutions that plug into any application.

Data is the connective tissue that helps enterprises gain competitive advantage, and Oracle DaaS lets companies use data fully without having to first clear the many underlying platform hurdles," Tawakol said.

Oracle DaaS for Business offers a licensing model where data is provided as a cloud service. The data is portable to applications, which run independently of the data services they rely on.

We're making it so that any application can tap into our data service," he said. "Think of Oracle DaaS as a data aggregator somewhat like NASDAQ, in the sense that data from a whole range of sources flows through the service at Oracle, from B2B to social to transaction and commerce sites — to the tune of several billion profiles a month."

Building On RDB Strategy

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