Oracle first acquired BlueKai, a top cloud-based data platform for digital marketing campaigns, in 2014, and has since integrated the software with several products in the Oracle data portfolio. Specifically, through integrations with Responsys and Eloqua, Oracle BlueKai Data Management Platform has advanced its automation and granular audience development capabilities to meet the digital advertising needs of major enterprises.
Learn more about how Oracle BlueKai Data Management Platform works in my comprehensive product review:
Also read: Top Data Management Trends and Technology
As software that manages big data with audience segmentation and a marketing campaign approach, Oracle BlueKai sits solidly between the data management platform (DMP) and marketing analytics markets.
The data management platform market approached $2.15 billion in 2020 and is expected to reach $5.65 billion by 2027, according to Maximize Market Research. The marketing analytics software market was valued at $2.83 billion in 2020 and is expected to expand to $7.43 billion by 2027, according to Grand View Research.
BlueKai delivers a complex marketing data management solution that serves users who require mass automation and data analytics for large advertising campaigns. Some of the other vendors that offer software to assist with these kinds of projects include:
Read next: Data Management Market
Oracle BlueKai Data Management Platform merges several different marketing and data management functionalities into one tool with these key features:
Learn more: 5 Ways Brands Underutilize Data Analytics
Oracle BlueKai improves marketing strategies primarily by helping companies understand their audiences better. It offers extensive audience segmentation and retargeting features, such as pre- and post-campaign analytics and audience suppression reports. A mixture of filters and reporting tools helps users know and granularly target a specific audience.
Oracle helps you integrate third-party data and data hosting platforms into BlueKai. This level of third-party integration is important, especially if you’re working with an external CRM or other department-specific platforms.
BlueKai integrates with other top data software in the Oracle portfolio, with many of those tools focusing on marketing data management needs. Here are some of the marketing-facing tools by Oracle that I found integrate directly with BlueKai:
Learn about another Oracle solution: Oracle Relational Database Management System Review
With its focus on campaign management and audience analytics, Oracle BlueKai is typically used as a supplementary tool for digital marketing and advertising. However, some companies have realized other beneficial use cases for the platform, especially in the areas of people and profile management for recruitment, HR, and client management.
Learn how two different companies used Oracle BlueKai to meet their marketing and demographic data goals:
“We sent interaction details from Oracle Responsys to Oracle BlueKai, where we managed to enrich profile attributes and create special audiences to retarget in various digital channels, such as Facebook and Instagram,” -Alma Ajanovic, deputy marketing director for Lottery Bosnia and Herzegovina, review of Oracle BlueKai
“We made it possible for 70% of the bank’s new clients to have an automated digital onboarding process through Oracle Marketing. This automatic process has brought us real benefits.” -Alejandro Esguerra Escobar, head of digital strategy and data for Banco de Bogotá, review of Oracle BlueKai
Learn about top cloud solutions: Cloud Computing Market
Review site | Rating |
Gartner Peer Insights | 3.3 out of 5 |
G2 | 3.8 out of 5 |
Capterra | 3.7 out of 5 |
GetApp | 3.7 out of 5 |
Oracle does not list pricing on its website for the BlueKai Data Management Platform. To learn what pricing and feature packages are available, I recommend prospective customers contact the Oracle sales team directly for more information.
Although the price is not listed on their site, several reviewers caution that the product is cost prohibitive for smaller companies, and some assert that it is among the most expensive options in the market.
Oracle is considered a data and database leader, so if you want access to all of their data software when managing marketing automation and audience data analytics, the BlueKai Data Management Platform offers sophisticated data management and growth opportunities, if at an enterprise-level cost.
Read next: Top Data Management Platforms & Software
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