Oracle is buying the online marketing specialist company Responsys for $1.5 Billion.
Responsys investors will receive $27 per share in cash when the deal closes effectively capping a 400 per cent growth of thier stock in the past year. The companies expect to complete the merger in the first half of 2014, pending regulatory approvals and a majority of Responsys' shares being tendered into Oracle's offer.
Responsys designs software that helps online marketers orchestrate their advertising campaigns across various platforms and media. The company will integrate with Eloqua, Oracle's own online marketing platform.
Oracle says that the combination creates a uniquely complete online marketing tool belt. "For the first time, companies will be empowered to orchestrate individualized experiences that extend from Marketing, to Commerce, to Sales, to Service, to Support," said Thomas Kurian, Oracle's head of software development.
According to Responsys, "As a part of the Oracle Marketing Cloud, we’ll be able to accelerate our vision of giving marketers across all industries the most advanced platform for orchestrating customer experiences over time and across channels. We couldn’t be more thrilled about what this means for our customers and employees."
The addition of Responsys to the Oracle family of products extends Oracle’s Customer Experience Cloud, which includes Commerce, Sales, Service, Social and the Oracle Marketing Cloud. By bringing together Responsys and Oracle Eloqua in the Marketing Cloud, for the first time CMOs that support industries with B2C or B2B business models will be equipped to drive exceptional customer experiences across marketing interactions and throughout the customer lifecycle from a single platform.
Sign-up for our free newsletter to kick off your day with the latest technology insights, or share the article with your friends and contacts on Facebook, Twitter or Google+ using the icons below.