Oracle Buys Collective Intellect for Social Media Analytics; and Vitrue for Social Media Marketing

Closely following its announcement of plans to acquire Vitrue, a cloud-based social marketing and engagement platform, Oracle says it has also entered into an agreement to acquire Collective Intellect, a provider of cloud-based social intelligence solutions.  The Collective Intellect transaction is expected to close in the second half of the year; and the Vitrue acquisition, which was announced on May 23, is expected to close in the summer of 2012.

Collective Intellect’s cloud-based solutions help organizations use social conversations to gain information to create better marketing campaigns, improve customer service, generate more targeted leads and opportunities, and enhance products and services with real-time customer feedback. According to Oracle, Collective Intellect's semantic analytics engine processes tens of millions of conversations daily, transforming social conversations into actionable intelligence. The solution eliminates irrelevant and duplicate data, captures a clean signal, determines consumers' intentions and interests, and automatically identifies emerging trends and hot topics to help organizations drive better decisions with meaningful consumer data.

The Vitrue platform aims to help marketers to centrally create, publish, moderate, manage, measure and report on their social marketing campaigns and activities on social media platforms such as Facebook, Twitter, YouTube and Google+. According to Oracle, Vitrue's social media SaaS marketing applications help organizations enhance their social marketing efforts to the next level of social engagement by giving brands the ability to scale across multiple social networks, target messages from global to local, create unique and consistent brand experiences, and publish content that engages fans and drives leads.

Oracle says its sales, marketing, service, commerce, social data management and analytics, combined with the pending acquisitions of Collective Intellect and Vitrue, are expected to create a comprehensive social relationship platform.

“Gaining intelligence from consumer conversations across social media, and knowing customers’ intentions and interests helps organizations create better products and deliver better service,” said Thomas Kurian, executive vice president, Oracle Development in a statement released by the company. 

More information about the planned acquisitions can be found at  and