Oracle has agreed to buy a data personalisation and marketing startup called BlueKai for about $400m.
BlueKai will be integrated with Oracle's recently acquired email marketing specialist Responsys and market solution provider Eloqua.
BlueKai will also work with Oracle's Marketing and Social solutions to help users build richer profiles by combining information from first party and third party sources.
Oracle Applications Development VP Steve Miranda said:"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," Miranda added.
BlueKai CEO Omar Tawakol said:"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," Tawakol added.
BlueKai's systems have a data management platform that centrally organise a company's customer and audience data in the cloud to create better marketing campaigns for all channels.
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