Dive Brief: 

• Software giant Oracle is continuing to expand its stable of marketing tech by signing an agreement to buy BlueKai, a data management and analytics solution. 
• The deal follows the $1.5-billion purchase of digital marketing services provider Responsys in December 2013 and the $800-million acquisition of Eloqua in December of 2012. 
• Oracle plans to integrate BlueKai with both Eloqua for B2B marketing automation and Responsys for B2C. 

Dive Insight: 

Oracle is seemingly in a race with companies like Salesforce and IBM to buy as many marketing technology firms as possible. The need for marketing tech in enterprise software has become painfully clear, and Oracle is working fast to integrate the technology it needs to stay relevant.