Oracle today announced that it is combining its BlueKai Audience Data Marketplace and other Oracle data services to create Oracle Data Cloud, a platform that provides customers access to data-as-a-service (DaaS) offerings, including Oracle Data as a Service for Marketing (Oracle DaaS for Marketing) and Oracle Data as a Service for Social (Oracle DaaS for Social).
Oracle Data Cloud is a DaaS platform that includes Oracle's data products and the newly acquired BlueKai Audience Data Marketplace, offering customers solutions for leveraging external data for marketing and social.
Oracle DaaS for Marketing, available in a new subscription model, gives marketers access to a vast and diverse array of anonymous user-level data across offline, online, and mobile data sources. Data is gathered from trusted and validated sources to support privacy and security compliance. It helps organizations enhance the cross-channel customer experience through targeted marketing engagement that unifies customer and audience intelligence across the enterprise.
Oracle DaaS for Marketing provides access to more than 1 billion profiles globally. It allows users to prospect at scale and deliver relevant ads and content across online, mobile, search, social, and video. Additionally, Oracle DaaS for Marketing gives marketers access to the industry’s largest ecosystem of more than 300 data and activation partners for online, mobile, search, and social marketing action.
Oracle DaaS for Social, now in limited availability, delivers categorization and enrichment of unstructured social and enterprise data, providing intelligence on customers, competitors, and market trends. It helps enterprises benefit from the vast pool of data generated across social platforms and enriches unstructured social and enterprise data. The insight Oracle DaaS for Social provides by applying its text processing on raw text from public and private sources can be combined with other structured data to offer business intelligence.
Oracle DaaS for Social derives insights from more than 700 million social messages daily, across more than 40 million social media and news data sites. It then applies powerful text analysis to extract the meaning and context of the content, empowering enterprises to take appropriate actions on insights from massive amounts of unstructured data.
With the Oracle DaaS offerings, customers can connect with external data sources bundled with the commercial, compliance, and privacy rights required for usage. The combination of external and internal data sources can also be used for deeper analytics and modeling.
ID and addressability mapping allows users to link various customer attributes, such as email, social handles, phone numbers, third-party cookies, and mobile identifiers across channels, to build a centralized actionable profile.
Oracle DaaS offerings provide data ingestion, value extraction, rights management, and data activation services to drive enhanced insights for marketing, sales, and service teams.
Additionally, Oracle DaaS offerings give enterprises enhanced flexibility, with the ability to plug into applications as well as into other Oracle Cloud platforms.
"Unbundling data from SaaS applications has enhanced a business user's ability to activate insights gleaned from external data sources, leading to more engaging and personalized customer experiences," said Omar Tawakol, general manager and group vice president of Oracle Data Cloud, in a statement. "The Oracle Data Cloud brings together a best-in-class data platform with the world's largest data marketplace to drive smarter decisions for marketing and social, and it will eventually include other enterprise functions such as sales and service."
"IDC sees data as a service as an emerging category that addresses the needs of businesses in real-time to tap into a wide array of external data sources and optimize the results to drive unique insights and informed action," said Robert Mahowald, vice president of SaaS and cloud software at analyst firm IDC, in a statement. "Oracle Data as a Service is addressing this need with a suite of data solutions that focus on scale, data portability, and security that help customers gain a competitive advantage through the use of data."
"With Oracle's comprehensive and distinctive framework of data ingestion, value extraction, rights management, and data activation, Oracle Data Cloud can help enterprises across multiple industries and channels generate competitive advantage through the use of data," said Tom Pringle, practice leader for information management at Ovum, in a statement.