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Oracle's Eloqua deal brings big opportunities, multiple questions

BIG DATA LOOMS LARGE

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Oracle did not respond to an interview request for this story. Eloqua would only release a statement by CEO Joe Payne, who said Oracle's powerful Big Data and business intelligence solutions are expected to augment the Eloqua platform. Database management may be among the most potent advantages Oracle itself brings to Eloqua customers. This month for the fourth straight year, Gartner Inc. named Oracle as one of only three leaders in its latest “Magic Quadrant” for data integration tools. (The other leaders cited in the report were IBM Corp. and Informatica Corp.) “Everyone is talking about one system of record, but when you have separate databases—one in marketing, one in CRM, one in email, etc.—you don't have one system of record,” Wizdo said. “And the fact is, an API between two separate databases is still two separate databases. The Eloqua deal is a step that begins to say, "Yes, we have one integrated platform.' ” Oracle's acquisition of Eloqua is among the biggest of several recent transactions involving marketing automation and sales enablement companies. This month Goldman Sachs pumped $54 million into Infusionsoft Inc. in one of the largest venture capital investments in the space, and in October email marketing company ExactTarget Inc. acquired Pardot for $95.5 million. Microsoft Corp.'s acquisition of enterprise social software company Yammer Inc. and Salesforce's acquisition of social campaign management company Buddy Media were other significant marketing and sales enablement deals in 2012.

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