Follow Us

We use cookies to provide you with a better experience. If you continue to use this site, we'll assume you're happy with this. Alternatively, click here to find out how to manage these cookies

hide cookie message

Oracle buys Eloqua for marketing software in $871 million deal

Move follows Oracle's purchase of Buddy Media and will shore up its defences against Salesforce.com

Article comments

Oracle has agreed to acquire Eloqua for about $871 million, in a bid to build out a set of marketing automation software.

Eloqua's board has approved the deal and it is expected to close in the first half of next year, Oracle said today.

Earlier this year, Oracle announced a new product initiative centred on "customer experience." A relatively new term in the CRM (customer relationship management) software arena, customer experience refers to the notion of providing a much more personalised approach to marketing and support, particularly through the use of social media.

The Eloqua deal builds upon Oracle's previous acquisitions of Vitrue and RightNow. Oracle is closely competing with cloud CRM vendor Salesforce.com, which has made similar acquisitions of social media marketing technologies.

Modern marketing practices are "a critical area of investment for companies today," said Thomas Kurian, executive vice president of Oracle Development. "Eloqua's leading marketing automation cloud will become the centerpiece of the Oracle Marketing Cloud."

Using Eloqua's technology, "customers are better able to track, capture and analyze a potential buyer's Digital Body Language, including their preferences, behavior and decision-making processes, to more accurately score and qualify leads and identify high quality prospects," Oracle said.

After the deal's close, Eloqua's platform will remain open to third-party applications, although Oracle "also expects to augment Eloqua with Oracle applications and technologies to engineer more complete customer solutions," according to the FAQ.



Share:

More from Techworld

More relevant IT news

Comments



Send to a friend

Email this article to a friend or colleague:

PLEASE NOTE: Your name is used only to let the recipient know who sent the story, and in case of transmission error. Both your name and the recipient's name and address will not be used for any other purpose.

Techworld White Papers

Choose – and Choose Wisely – the Right MSP for Your SMB

End users need a technology partner that provides transparency, enables productivity, delivers...

Download Whitepaper

10 Effective Habits of Indispensable IT Departments

It’s no secret that responsibilities are growing while budgets continue to shrink. Download this...

Download Whitepaper

Gartner Magic Quadrant for Enterprise Information Archiving

Enterprise information archiving is contributing to organisational needs for e-discovery and...

Download Whitepaper

Advancing the state of virtualised backups

Dell Software’s vRanger is a veteran of the virtualisation specific backup market. It was the...

Download Whitepaper

Techworld UK - Technology - Business

Innovation, productivity, agility and profit

Watch this on demand webinar which explores IT innovation, managed print services and business agility.

Techworld Mobile Site

Access Techworld's content on the move

Get the latest news, product reviews and downloads on your mobile device with Techworld's mobile site.

Find out more...

From Wow to How : Making mobile and cloud work for you

On demand Biztech Briefing - Learn how to effectively deliver mobile work styles and cloud services together.

Watch now...

Site Map

* *