Oracle has purchased Datalogix, a data company that helps brands and agencies understand which digital ad campaigns drive in-store purchases.
If marketing automation vendors capitalize on these opportunities, automation software could go from a "nice-to-have" tool to a "must-have" technology.
There's a lot of hype surrounding Oracle's acquisition of BlueKai. However, here are a few immediate implications to marketers.
With the acquisition of BlueKai and its data, Oracle's Eloqua is going to be a much more powerful platform - a bridge is being built over the prospecting-nurturing gap and that's a big deal for marketers.
It's not hard to see why DMPs are enjoying rapid growth and success, as they allow marketers to easily access online behavioral and advertising metrics (i.e. conversions) and consolidate them with first and third party data from multiple channels.
Oracle Corporation, Larry Ellison's enterprise database computing company, is snapping up data management platform BlueKai for around $400 million.
A survey of 200 brands found that 40 percent are already using a data management platform (DMP) to understand existing customers and prospect for new ones. An additional 30 percent said they would implement a DMP in 2013, according to a report released today from Radar Research and BlueKai.