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You won't sing the blues when you use BlueKai
April 23, 2014

You won't sing the blues when you use BlueKai

Anonymous | TrustRadius Reviewer
Score 7 out of 10
Vetted Review
Verified User

Modules Used

  • CX Unity

Overall Satisfaction with Oracle CX Marketing (formerly Oracle Marketing Cloud)

BlueKai is being used in multiple ways. First would simply be to access their third party data segments to layer into any campaigns we are using that are BT tactics. If you are looking for truck enthusiasts or baseball fans you can find those segments created from BlueKai. The second would be as a DMP. We also utilize their data segments to create look-a likes and audience extensions.
  • They have a wide variety of 3rd party segments to access at a fair price
  • They have a very solid DMP offering
  • They have great behavioral data that is "in market" which is really the key to 3rd party data, especially in RTB based environments where we are targeting cookies not sites
  • Data is fairly priced but still tot expensive, especially for programmatic where clients are looking for efficiency in CPM pricing
  • You can utilize recency in terms of when a user hits a segment but that sometimes kills scale
  • Data in general isn't always actionable - we want to say that everyone is "in-market" but that's not always the case and because of it's pricing sometimes BT just doesn't perform as a tactic compared to other tactics like 1st party retargeting or various types of contextual and search retargeting tactics.
  • Their data helps us find segments of users who meet fit the profile of our clients consumer base thus increasing conversion rates and ROI
  • Exelate,Bizo,Lotame,AddThis,Targus
We use over 20 various data providers for custom and other various third party segments and overall Bluekai has the most to choose from in terms of types of segments but also performs well compared to other data providers. The major difference is typically price and segment size. Sometimes BlueKai is more expensive but the segment size is worth the additional money because when running on a vCPM you want the algorithm to have as many cookies to work with as possible.
For data I would highly recommend them compared to most data providers, they actually sell most of their data to other partners so most segments in DLX or Exelate actually come from BK. For their DMP it definitely depends on the client but their DMP has the same capabilities as all the major DMPs.

Using Oracle CX Marketing (formerly Oracle Marketing Cloud)

In general if you want to use third party data you will always run into BK in one form or another. They are essential to third party data. With that being said data in general is sometimes more expensive than what it's worth and thus less media gives you worse performance.