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Oracle Buys BlueKai

ORCLApplication systems and computer hardware provider Oracle Corp. (NYSE: ORCL – $38.32) has signed an agreement for between $350 million – $400 million to acquire BlueKai, one of the industry’s leading cloud-based big data platforms that enables companies to personalize online, offline and mobile marketing campaigns with richer and more actionable information about targeted audiences. The BlueKai solution includes its Data Management Platform, which centrally organizes a company’s customer and audience data in the cloud to help implement personalized marketing campaigns across all channels and deliver better results and higher marketing investment returns. BlueKai also runs the world’s largest third-party data marketplace to augment a company’s proprietary customer data with actionable information on more than 700 million profiles. BlueKai will be integrated with Oracle’s Responsys for business to-consumer (B2C) marketing automation and Eloqua for business-to-business (B2B) marketing automation in order to deliver personalized customer interactions across all marketing activities and channels. The combination will also allow both B2B and B2C organizations to build unmatched personalized cross-channel campaigns and customer interactions across e-mail, web, social media, mobile, advertising and syndicated content channels. The Oracle Marketing Cloud is an integral part of the Oracle Customer Experience Cloud which includes commerce, sales, service, social and marketing. Redwood City, California-based Oracle has been aggressively pushing its cloud business in an effort to offset its slower growth client-based applications. The shares provide a growing dividend currently yielding 1.25% and the company has been vigorously buying back shares, thereby enhancing shareholder value. At 13 times fiscal May 2014 earnings estimates of $2.92 per share and 12 times fiscal 2015 consensus of $3.19, the shares have more room to grow from current levels and can continue to be held in a conservative portfolio for long-term total returns. 


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