Oracle Grabs Datalogix in Cloud Data Push

Pushing deeper into digital marketing, Oracle has inked a deal to acquire Datalogix. Financial terms of the deal were not disclosed, but the implications for OracleEUs data mining prospects appear significant.

Datalogix is an industry leader at connecting offline consumer spending to digital marketing with the goal of helping marketers accurately measure advertising efforts and market more effectively. To offer purchase-based targeting and drive more sales, Datalogix aggregates and provides insights on over $2 trillion in consumer spending from 1,500 data partners across 110 million households.

Oracle will add Datalogix to its Data Cloud to compete in a growing big data market. Omar Tawakol, group vice president and general manager of Oracle Data Cloud, described the anticipated impact: EUOracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV.EU

Better Managing Spend

After the acquisition is complete, Oracle and DatalogixEU data-as-a-service cloud solutions will work to offer both marketers and publishers deeper consumer understanding across traditional and digital channels. The insights are based on what consumers do, say and buy.

Ultimately, Oracle is betting the new technology will empower brands to personalize and measure all customer interaction and maximize digital marketing value. The idea is to help marketers move from merely executing campaigns to measuring which promotions and channels are the most effective so they can optimize how they reach customers and better manage their spend.

EUDatalogixEU mission is to help the leading consumer marketers connect digital media to the offline world, where over 93 percent of consumer spending occurs,EU said Eric Roza, CEO of Datalogix. Roza said the acquisition will extend the value Oracle Data Cloud brings to marketers and publishers. At least one analyst agrees.

A Good Acquisition

We caught up with Charles King, principal analyst at Pund-IT, to get his thoughts on the Oracle acquisition....

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