Oracle acquires Datalogix

Oracle announced that it has signed an agreement to acquire Datalogix. The latter aggregates and provides insights on over $2 trillion in consumer spending from 1,500 data partners across 110 million households to provide purchase-based targeting and drive more sales. Over 650 customers, including 82 of the top 100 US advertisers such as Ford and Kraft, as well as seven of the top eight digital media publishers such as Facebook and Twitter use Datalogix to enhance their media.

Oracle and Datalogix’s Data-as-a-Service cloud solutions will provide marketers and publishers with the richest understanding of consumers across both digital and traditional channels based on what they do, what they say, and what they buy. This will enable leading brands to personalise and measure every customer interaction and maximise the value of their digital marketing.

The combination fundamentally transforms marketing automation from executing campaigns to being able to correctly identify consumers, target them accurately with digital campaigns, allow marketers to measure which campaigns and channels are effective and optimise how they reach consumers and spend their campaign resources.

The addition of Datalogix represents a further extension of Oracle’s Public Cloud strategy to combine IaaS, PaaS, SaaS and Data-as-a-Service on a common cloud and to transform SaaS business applications and processes by integrating data within these applications.

“The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available. Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalisation across digital, mobile, offline and TV,” says Omar Tawakol, group vice president and general manager of Oracle Data Cloud.

“Datalogix’s mission is to help the leading consumer marketers connect digital media to the offline world, where over 93% of consumer spending occurs. We are thrilled to join Oracle and extend the value Oracle Data Cloud brings to marketers and publishers,” adds Datalogix CEO Eric Roza.