Oracle Boosts Its Data-Driven Marketing Capabilities with Datalogix Acquisition

Oracle annouced today that it will integrate Datalogix into its Oracle Data Cloud. The combination will enable Oracle to provide more comprehensive consumer profiles that power personalization across digital, mobile, offline and TV.

Datalogix is a database company that aims to improve audience targeting and measure sales impact by connecting offline purchasing data to digital media.

Financial details of the agreement were not disclosed. But no matter how much the Oracle-Datalogix deal costs, it seems to be a smart move for Oracle, as Datalogix currently aggregates and provides insights on more than $2 trillion in consumer spending to deliver purchase-based targeting and drive more sales.

“With Datalogix, Oracle Data Cloud will deliver the richest understanding of consumers across both digital and traditional channels based on what they do, what they say, and what they buy enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing,” Oracle said in a statement.

Datalogix works with more than 650 customers, including some leading agencies, digital publishers and tech vendors. For example, Facebook has partnered with Datalogix since 2012 to track Facebook ad impact on offline purchases. And another social media platform, Twitter, has been working with the data company since 2013 to track when a Tweet leads to an offline purchase.

Oracle-owned BlueKai data management platform has an existing partnership with Datalogix. But Oracle indicates in its letter to customers and partners that Datalogix will continue to operate independently, and the two data companies will remain open data marketplaces.

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