Oracle's multibillion-dollar buying spree of marketing technology companies bore new fruit today as it announced the integration of its BlueKai data management platform with Eloqua's marketing automation tools.
The move allows the use of anonymized data from Eloqua with the analytical tools in BlueKai. That, in turn, allows marketers using the Oracle Marketing Cloud to identify additional characteristics about the people who respond to particular campaigns.
Adding More Data
"As marketers set up campaigns in Eloqua and those contacts start to flow through those campaigns, it gives off a lot of interesting signals," John Stetic, group vice president for the Oracle Marketing Cloud, told CMSWire. "Those behavioral signals within a campaign are very, very interesting to marketers who want to learn more about their customers."
Once that data is inside BlueKai, now called the Oracle Data Management Platform, it can use that system's analytical capabilities to pick out those signals. Marketers can then blend in other first-party data or data from third parties to help direct promotions to particular channels such as display ads, search, mobile, video or social media.
"So now what the marketer gets is access to all those other indirectly addressable channels to put the specific message in front of a specific customer at a point in time base on the behavioral characteristics," said Stetic, shown above during the company's July conference. "You can now take a lot of that data and have it inform your ad-buying and ad placements."
For example, it might show that parents or sports fans are responding to a campaign in far greater numbers than people who like cooking or antiques. That might trigger a decision to add sports images or family pictures to the next communication. It also suggests the campaign might do better on sports sites or on family-oriented media.
Oracle also offers personalization tools in both Eloqua and in its Responsys system, giving marketers the choice of running campaigns tailored to certain groups on BlueKai or to specific individuals through the other systems.
The Redwood Shores, Calif.-based software giant has been running at a breakneck pace to integrate its acquired technologies into the Oracle Marketing Cloud.
Some claim its main rival in the marketing cloud universe, Adobe, has been somewhat slower in integrating its recent acquisitions into its own marketing cloud. In a statement to CMSWire, Suresh Vittal, vice president of Marketing Strategy for Adobe's Digital Marketing business, refuted that suggestion, explaining;
We have a consistent track record of focusing on marketers needs and integrating organic growth and acquisitions into a unified offering. Take for instance, our delivery of core services — shared capabilities across Adobe Marketing Cloud that amplify integration and time to value. We simply offer the most comprehensive set of marketing solutions that no other industry player can touch."
Adobe staged a symposium last week in San Francisco to show its latest advances. Another rival, Salesforce.com, will hold its own huge show — Dreamforce — in two weeks.
At Oracle's mid-summer product update, Stetic demonstrated how the company had already integrated features from BlueKai (acquired for more than $350 million), Eloqua ($871 million) and Responsys ($1.5 billion).
Last week, Oracle announced it was extending its relationship with Box, the enterprise file sync and share company. Oracle said the new arrangement will give its marketing cloud customer the "ability to centrally store and manage marketing content on the Box platform."
Stetic declined comment when asked if Oracle had plans to acquire Box.
That's All for Now
That said, no other major marketing integrations are expected during the Oracle Open World conference now underway in San Francisco. "This is the big one we're announcing from the marketing cloud," said Stetic.
The next round of announcements is expected in mid-October, when Oracle holds another conference in London.