Cloud
Oracle Marketing Cloud Taps Eyeota (HITS)
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Oracle Marketing Cloud is partnering with audience data marketing firm Eyeota, adding the Melbourne-based company’s audience data across the Americas, Europe and Asia-Pacific to the Oracle Data Management Platform.
The deal — which has Eyeota audience data integrated into the Oracle Data Management Platform via Oracle Data Cloud — will allow Oracle customers to either build audiences directly from Eyeota data, or combine it with additional data segments from Oracle’s BlueKai Marketplace. Overall, Oracle expects the deal to allow both marketers and advertisers to “more intelligently target and personalize non-US campaigns.”
“To help global and international brands improve key campaign and ROI metrics, Oracle is committed to working with the best data providers in strategic markets across the globe,” said Karen Kokiko, senior product marketing manager for Oracle Marketing Cloud. “Our data management platform is differentiated on features and capabilities, but it truly stands out in terms of the data it has natively integrated into the platform. Eyeota’s audiences reflect the company’s depth of data in the EMEA and APAC regions and this integration dramatically improves our international data offering, making the Oracle Data Management Platform an even more compelling platform.”
Oracle’s Data Management Platform is already integrated with Oracle Responsys, Oracle Eloqua and Oracle Social Relationship Management platforms, opening up cross-channel benefits to marketers, and the addition of Eyeota three billion audience data points comes with everything included in Oracle’s BlueKai Marketplace, which has 40,000 data attributes on five billion consumer IDs.
“In today’s market, brands understand the importance of knowing their audiences on an almost intimate level to help them deliver more personalized and relevant content, while enhancing the online experience,” said Eyeota CEO Kevin Tan. “Eyeota’s extensive global data segments provide a granular view of audiences to help them improve their outreach strategies. Our integration with the Oracle Data Management Platform offers brands deep insights to better understand their customers, improve audience engagement, and drive significant ROI.”
