Oracle adds BlueKai to its marketing automation hit list


Oracle’s(s orcl) 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…

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