E-commerce software vendor Oracle Corp. says it plans to acquire data management platform vendor BlueKai.

BlueKai collects and analyzes consumer data to help marketers better identify and target consumers in their online, offline and mobile campaigns.

Oracle says it plans to incorporate BlueKai’s tools into both its Responsys e-mail marketing division and its Eloqua business-to-business marketing automation division. Oracle says BlueKai’s tools will help business-to-consumer and B2B marketers better personalize and automate their e-mail, web, social and mobile marketing campaigns.

“Modern marketers require new ways of acquiring, centralizing, interpreting, and activating customer data across marketing channels so that they can enhance the customer experience and maximize the return on their marketing spend,” says Steve Miranda, executive vice president, applications development, Oracle. “The addition of BlueKai to the Oracle Marketing Cloud enables marketers to act on data across both known customers and new audiences and precisely target customers with a personalized message across all channels.”

The deal is the latest in a string of moves by Oracle to acquire marketing-related vendors. For example, last December it announced plans to pay $1.5 billion for e-mail marketing firm Responsys. It acquired Eloqua in December 2012 for $871 million.

The deal, announced today, remains subject to regulatory approval. Neither company disclosed the deal’s terms.