June 5, 2012 – Oracle announced an agreement to buy social media semantics and text mining provider Collective Intellect, the second social as-a-service vendor it has targeted in as many weeks.

Collective Intellect’s offerings for BPM, CRM and monitoring are based on capabilities for real-time monitoring and analysis of public and private information, with a particular focus on social media interactions, according to its website. Its customers include Walmart, Nestle Purina and CBS.

In a release on the proposed deal, Oracle noted it plans to integrate Collective Intellect with its own SaaS products and Social Platform for more targeted marketing and faster responses to online customer feedback. Don Springer, founder and chief strategy officer at Collective Intellect, said in a release on the deal that the addition of semantic analytics would help Oracle’s social platforms “as brand-to-customer relationships move from transactional to social.”

Oracle would also seek to combine Collective Intellect’s offerings with those from Vitrue, the SaaS social marketing and customer engagement vendor it announced a buy of May 24 for an undisclosed sum.

Financial terms of the proposed deal for Collective Intellect were not disclosed.

Oracle’s acquisition announcement was part of a recent rush of transactions in the social marketing space, all surrounding the IPO by Facebook. Most recently, Salesforce.com on Monday stated it would pay $689 million in cash and stock for social marketing provider Buddy Media.

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