Oracle buys data tracking firm Datalogix
Oracle has acquired data analytics firm Datalogix thus boosting its marketing technology offering. Datalogix connects offline consumer spending to digital marketing that helps marketers increase the effectiveness and measurability of their advertising.
This partnership will enable leading brands to personalise and measure every customer interaction. Oracle and Datalogix’s Data as a Service cloud solutions will provide marketers and publishers with the understanding of consumers across both digital and traditional channels based on what they do, what they say, and what they buy.
“The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available,” said Omar Tawakol, Group Vice President and General Manager of Oracle Data Cloud.
“Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalisation across digital, mobile, offline and TV,” Mr Tawakol added.
Commenting on the acquisition, Eric Roza, CEO, Datalogix said, “Datalogix’s mission is to help the leading consumer marketers connect digital media to the offline world, where over 93 per cent of consumer spending occurs. We are thrilled to join Oracle and extend the value Oracle Data Cloud brings to marketers and publishers.”
Datalogix aggregates and provides insights on over USD 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 advertisers such as Ford and Kraft, as well as digital media publishers such as Facebook and Twitter use Datalogix to enhance their media.
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.
