Oracle’s strategic acquisitions in marketing cloud space

According to Yahoo Finance, strategic acquisition extends public cloud portfolio

As explored earlier in this series, Oracle (ORCL) acquired Datalogix with the goal of strengthening its presence in the digital marketing space. Oracle’s dominance in the database market enables it to successfully market its IaaS, PaaS, and SaaS products.

Through the Datalogix acquisition, Oracle aims to extend its public cloud strategy to combine IaaS, PaaS, SaaS, and Data as a service (or DaaS) on a common cloud. In the past, Oracle made strategic acquisitions in the marketing cloud space to strengthen its presence in the cloud space.

BlueKai expands Oracle’s digital market suite

In early 2014, Oracle acquired BlueKai, a cloud-based marketing provider, to boost its digital portfolio as shown below. BlueKai’s Data Management Platform centrally organizes a company’s customer and audience data in the cloud to help implement personalized marketing campaigns across all channels. The Datalogix deal complements Oracle’s acquisition of BlueKai and strengthens its digital marketing suite.

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