June 5, 2012, 1:08 PM

Oracle buys another social marketing platform

Collective Intellect works with companies like Wal-Mart Stores Inc.

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Oracle Corp., one of the world’s leading providers of business software and a growing player in e-commerce, today announced it has acquired Collective Intellect, which is the second social marketing platform it has acquired in the past two weeks.

Collective Intellect enables social marketers to monitor, understand and respond to consumers’ conversations on social media platforms such as Facebook and Twitter. It works with brands such as Wal-Mart Stores Inc. and Hasbro, according to its web site.

“Gaining intelligence from consumer conversations across social media and knowing customers' intentions and interests helps organizations create better products and deliver better service," says Thomas Kurian, executive vice president, Oracle Development. "Collective Intellect's leading cloud-based applications for social media monitoring combined with Oracle's social relationship platform offers a complete social experience to our customers."

By weaving Collective Intellect in with Oracle’s other products, including Vitrue, the social marketing platform it acquired last month, the business software company aims to offer marketers a robust social relationship platform that enables advertisers to create targeted campaigns, respond to customer service issues on social media and generate leads for sales teams, Oracle says.

"Creating meaningful content based on a clear understanding of consumers' conversations is the way brands will create stronger customer relationships," says Don Springer, Collective Intellect’s founder and chief strategy officer. "Collective Intellect's semantic analytics platform provides cutting-edge technology to Oracle that will create a winning combination as brand-to-customer relationships move from transactional to social."

Terms of the deal were not disclosed.

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