Grapeshot would complement Oracle’s other related digital marketing acquisitions
Earlier, we discussed how Grapeshot’s offerings would boost Oracle’s (ORCL) position in the digital marketing and advertising space. Over the years, Oracle has made several acquisitions to expand its digital marketing and advertising solutions business in order to leverage the rising trend of social media.
Netsuite, Compendium, Moat, BlueKai, DataLogix, Maxymiser, Responsys, Eloqua, and Market2Lead are some of the acquisitions Oracle has made.
Grapeshot would enhance Oracle Data Cloud’s strength
Following its acquisition, Grapeshot will become part of Oracle Data Cloud, which enables advertisers to connect with suitable customers, customize every interaction, and assess the effectiveness of each engagement.
On Grapeshot’s integration with its Data Cloud, Oracle said, “The acquisition of Grapeshot will dramatically expand Oracle Data Cloud’s ability to improve marketing outcomes for our partners worldwide by adding the important dimension of Context to Oracle Data Cloud’s expertise in Audiences and Measurement.”
Grapeshot will work exclusively in the audiences and measurement area, in which marketers have access to tools such as data for tailored and segmented audiences.
Grapeshot platform will enable marketers to expand the reach of its global audience by targeting the most appropriate context to augment Oracle Data Cloud’s custom audience segments.