Call it big data Relevant Products/Services meets social media in the cloud Relevant Products/Services. Oracle Social Cloud is now offering an open API-based media solution that promises choice and flexibility -- and the company is not going it alone.

For starters, Oracle has partnered with social platform leaders Kennshoo, Nanigans and SHIFT -- chosen for capabilities, technology innovation, customer Relevant Products/Services base, scale capabilities and, of course, partnerships with major social networks -- to help customers leverage performance-based, data-driven, targeted advertising at scale.

According to market research firm eMarketer, 2014 will be the year marketers begin to master the art of engaging with media multi-taskers -- often via social. The company predicts social's piece of the digital ad market will approach 12 percent in the U.S. That's up from 8 percent in 2012, and nearly 9 percent worldwide, up from 7 percent in 2012.

An Open Oracle

The software giant is convinced its new solution meets the needs of modern marketers to lay the groundwork to develop an in-depth, open Social CRM Relevant Products/Services strategy. Essentially, Oracle is integrating its Social Relationship Management (SRM) platform with its social platform partners' technology to drive connection and collaboration between content creation and management. The integration also lets users promote content within the partners' ad tech platform.

Meg Bear, group vice president for the Oracle Social Cloud, said the approach signals the company's belief in the power of an open API strategy, In fact, Oracle execs believe it's the best solution to meet its customers' needs to leverage the mountains of data social media generate.

"Through our open API strategy, we can work with leaders in the business Relevant Products/Services and provide our customers a choice in their social advertising technology options," Bear said. "Kennshoo, Nanigans and SHIFT have the industry's premier and comprehensive advertising solutions and represent some of the biggest brands and organizations worldwide."

A Multiplicative Effect

Among the benefits Oracle is heralding are comprehensive analytics Relevant Products/Services through SRM and partner sites that help users understand the metrics and results behind paid, owned and earned content. The company also pointed to its SRM workflow functionality to drive better coordination and conversation among the two key stakeholders in the process: community managers and media managers.

We turned to Zeus Kerravala, principal analyst at ZK Research, to get his take on the new offering. He told us every marketer wants to understand social media information better, so he's not surprised Oracle is leveraging its big-data skills to drive social media insights.

"The key there is the more data you have the better your analytics information. Most enterprises have a decent handle on the type of traditional customer information, data that comes through call centers and purchasing systems, but there is a big initiative to try to roll in social information," Kerravala said.

"By releasing a solution through a set of open APIs, Oracle actually creates interfaces into other applications where you can in some ways get a multiplicative effect with the data from those other apps."