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If you look at Oracle’s diagram of their newly expanded Marketing Cloud, you’ll see BlueKai sitting beneath Responsys and Eloqua, providing a “universal customer profile” that allows them to act as “marketing orchestration” systems which, in turn, support programs across all channels – social, search, email, display, mobile, web, commerce, direct sales, and channel sales.
The fact that BlueKai can combine anonymous and identified profiles is extremely important if marketers are to build a single unified customer data repository and use it to support all contact channels, including Web advertising. The fact that it’s a distinct, named product gives that central customer database the prominence that it deserves.
The BlueKai acquisition could truly be a “game changer” that forces other enterprise software vendors to also give marketers the CDP-style database building tools they’ve needed so desperately.
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It's delivering as complete a data profile as you possibly can. But I think it may be more than that: with a complete data profile, you may now have enough information for high probability predictive analytics.