 "Oracle buys Datalogix in cloud data push")
Oracle has acquired Datalogix, a company that offers digital marketing data as a service. The acquisition helps the tech giant with data about consumer online purchasing patterns.
Datalogix helps brands track whether consumers who saw their online advertising actually went on to buy products in-store. It 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.
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Over 650 customers, including 82 of the top 100 US advertisers such as Ford and Kraft, as well as 7 of the top 8 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 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 personalize and measure every customer interaction and maximize the value of their digital marketing,” the company said.
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,” 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.”
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