When Oracle acquired data technology and services company BlueKai in February, the product roadmap seemed to split. Down one avenue, BlueKai’s data-management platform (DMP) would plug a hole in the company’s Oracle Marketing Cloud stack. The second avenue circles BlueKai’s vaunted data exchange, Audience Data Marketplace.
Marketing Cloud SVP and GM Kevin Akeroyd was the immediate beneficiary of the DMP, which is being integrated with the other technologies in the stack including email marketing from Eloqua, campaign management from Responsys and content marketing from Compendium.
But Oracle’s head honcho, cofounder and CEO Larry Ellison also wanted to know what would become of the data exchange.
“At the time the acquisition happened, it was originally driven by Oracle Marketing Cloud pulling the BlueKai DMP into the stack,” said Omar Tawakol, BlueKai’s CEO and now GM of the Oracle Data Cloud. The data marketplace, Tawakol and his colleagues realized, “could add a third leg to the stool.”
If Oracle’s first leg is software and its second leg is hardware, then its third leg is Data-as-a-Service, hooking the BlueKai data exchange into enterprise use cases beyond marketing, like sales and commerce. As GM of Oracle Data Cloud, Tawakal is leading the centralization of some of Oracle’s social marketing acquisitions (such as Vitrue and Involver), BlueKai’s Audience Data Marketplace and “groups that were natively built within Oracle for data-as-a-service, such as sales and talent management,” Tawakal said.