Less than a month after Oracle’s purchase of the cloud-based social marketing and engagement platform Vitrue, the company announced on June 5 that it has entered into an agreement to acquire the cloud-based social intelligence firm, Collective Intellect. It is the IT giant’s second move into cloud computing within a month.
The Oracle agreement was made in the same week that Salesforce.com said it would acquire Buddy Media. “The announcement comes a year after Salesforce.com purchased Radian6 and now gives both CRM giants the components they need to piece together something powerful. With social CRM in sight, this social technology arms race is the start of something very big to come,” wrote Forrester’s Zach Hofer-Shall in a post blog.
Hofer-Shall also noted that social startups have the innovation that big tech companies need, which is why the technology giants are focusing on them. “As the thousands of social startups can attest, building social tools can be easy, but building successful social technologies is very, very difficult,” Hofer-Shall said.
Follow RCR Wireless News—Americas on Twitter, Facebook and subscribe to our free periodic newsletters
Collective Intellect’s solutions are set to enable organizations to monitor, understand and respond to consumers’ conversations on social media platforms such as Facebook and Twitter. It helps organizations transform social conversations into actionable intelligence, creating better marketing campaigns, improving customer service, generating more targeted leads and opportunities, and enhancing products and services with real-time customer feedback.
In a statement, Oracle said that Collective Intellect’s solutions combined with the pending acquisition of Virtue is expected to create “the most advanced and comprehensive social relationship platform.”
The company said it will integrate Collective Intellect with its software-as-a-service (SaaS) products and social platform.
