Oracle (NYSE: ORCL) has signed an agreement to acquire BlueKai for a reported $400 million. BlueKai is a cloud-based Big Data platform that enables businesses to personalize online, offline and mobile marketing campaigns with rich and actionable information about targeted audiences. The company has completed a number of financings since its founding in 2007, including a 2010 $21.4 million Series C round (its largest) that garnered a valuation of over $155 million.
BlueKai will be integrated with Responsys (for B2C marketing automation) and Eloqua (for B2B marketing automation), two services that Oracle acquired in the past few years, in order to deliver orchestrated and personalized customer interactions across all marketing activities and channels. The combined company will provide customers with the ability to build detailed user profiles combining information from first party and third party media, advertising, social and mobile sources.