Data as a Service for Business Launch. Oracle Buys BlueKai and Puts Marketing Databases In the Spotlight. Oracleannounced this morning that it is buying BlueKai, a leading Data Management Platform (DMP) technology vendor and operator of one of the largest data marketplaces. Since I just wrote last Friday about how DMPs integrate with marketing automation to unify customer treatments in Web advertising and direct channels, I’m tempted to just point you to that post for an explanation of how this works and why it matters. I’m also tempted to remind you that I predicted this convergence as an industry trend back in December. But instead I’ll expand a bit on the fundamental significance of this deal – which is that it promises a serious step toward solving the fundamental problem that increasingly hobbles advanced marketing technology: lack of a solid underlying customer database.
“Marketing orchestration” is a considerable jump beyond the traditional role of “marketing automation”, but I’ll save that analysis for another day. BlueKai, on the other hand, is all about the data. What's the Score? A Guide to Social Media Influence Scoring. Social scoring assigns an 'influence' score to people who are active on social media. You might be thinking, 'So what? It's just another number.' But as the social scoring companies matured, they came up with a number of methods for monetization, particularly in their ability to match people they deem to be influential with companies. The primary method of monetization is through a 'perks' program, which both Klout and PeerIndex run. Indeed PeerIndex has positioned itself as a company that 'brings you exclusive rewards, offers and discounts because brands want influential people like you to try their products.' Klout's Perks program has existed since 2010, and has enjoyed quite a high profile history.
One of the most interesting prospects for marketers is that for every person invited to a campaign, around 30 pieces of content are created. Going Beyond the Perks: Where Social Scoring Will Gain Influence Perks appear to be just the beginning for social scoring. Employment Personal Finance. CRM Sync: Gmail CRM Integrations | Yesware. Highrise: Small Business CRM, Web-Based Contact Manager. Sales CRM & Pipeline Management Software - Pipedrive. Social CRM Simplified. | Turn Communities into Customers. Social CRM for Small Business | Batchbook. Nutshell CRM · Mind your business with a modern CRM.