Personalized notification platform Boomtrain announced today a new integration with Oracle’s Marketing Cloud that could make marketers’ lives a bit easier.

The integration provides a predictive personalization platform for email marketing through the Oracle Cloud’s B2C Responsys component, which enables marketers to conduct campaigns via emails, website ads, text messages or social media ads.

Boomtrain specializes in machine learning-based personalization for email and push notifications, and this is the first machine learning solution for Responsys. Machine learning uses pattern recognition to learn from previous examples, thus improving effectiveness as it acquires more data — without being specifically programmed for the improvements.

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Marketing in the cloud is still hot.

Digest...

Marketing software in the cloud is still pretty hot. Software giant Oracle proved it today by saying it will spend $1.5 billion to acquire email marketing company Responsys for $27 a share. That leaves Constant Contact, another email marketing company, available — its shares rose by more than four percent today in the wake of this deal. And while we’re at it, it’s worth mentioning that shares of Marketo, another cloud-based marketing company, are up by more than nine percent this morning.

Oracle said it will combine Responsys with another recent acquisition, Eloqua, which it bought a year ago today for $871 million. The result will be a marketing cloud product that serves both the business-to-business and business-to-consumer ends of the spectrum.

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