ID Graph Is a New Feature for Oracle’s Marketing Cloud This Spring


Apr. 20 2015, Updated 11:36 a.m. ET

Oracle ID Graph takes its foundation from BlueKai technology

As we have discussed in the earlier part of the series, among the three features that Oracle (ORCL) added to its Marketing Cloud, one was Oracle ID Graph. Oracle developed Oracle ID Graph (or ODIG) from the technology it acquired from the BlueKai acquisition. ODIG helps brand owners to bring together and connect people’s identities across various channels.

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Oracle ID Graph aids in targeting customers

In an interview with Demand Gen Report, John Stetic, Group VP of Product for Oracle Marketing Cloud mentioned that marketers continue to face issues with regards to understanding customers activities, especially in this multi-device world.

According to Demand Gen Report, Oracle ID Graph claims to analyze channel identifiers and device-based indicators that aid in finding a distinct customer identity. Channel identifiers include email addresses like Google (GOOG), Yahoo (YHOO), and Twitter (TWTR), while device-based indicators include devices like desktops, mobile, or tablet devices.

BlueKai technology, used in ODIG, specifically focuses on integrating identifiers with its Audience Data Marketplace. Audience Data Marketplace (or ADM) is a leading third-party data provider that brings together third-party and marketer data. Oracle ID Graph is available as a built-in feature. This ID Graph enables the marketer to coordinate a relevant, customized experience across various marketing channels.

Oracle wants to combine CRM with social network data

After looking at additions and innovations to its Marketing Cloud, it appears that Oracle is exploring various ways to combine customer relationship management (or CRM) with advertisements or social network data.

Oracle is targeting the CRM market for its growth. The company’s expansion and enhancement of its marketing cloud feature by harnessing BlueKai’s technology is a step in this direction.


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