New Oracle Data Cloud Platform Offers DaaS for Marketing and Social Media



Oracle has launched Oracle Data Cloud, a platform that provides customers with 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). The DaaS offerings also allow organizations to plug into applications on other Oracle cloud platforms as well.

The platform combines BlueKai Audience Data Marketplace with other Oracle data services.  Acquired by Oracle in February, BlueKai is a cloud-based big data platform that enables companies to personalize online, offline and mobile marketing campaigns with actionable information about targeted audiences.

Oracle DaaS for Social, now in limited availability, derives insights from more than 700 million social messages daily across more than 40 million social media and news data sites, and applies text analysis to extract meaning and context of content. The solution provides identity and addressability mapping to link customer attributes such as e-mail, social handles, phone numbers, third-party cookies, and mobile identifiers across channels to build a centralized profile. With the offering, customers can connect and get smarter actions across their enterprise with external data sources bundled with commercial, compliance, and privacy rights required for usage.

Available in a subscription model, Oracle DaaS for Marketing provides access to more than one billion profiles and anonymous user-level data across offline, online, and mobile data sources. The solution gives marketers access to more than 300 data and activation partners for online, mobile, search, and social marketing action. Data is gathered from trusted and validated sources to support privacy and security compliance.

“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, 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.”