Oracle Makes a Play for the Marketing Lead by Acquiring Datalogix

Oracle announced that it has signed an agreement to acquire Datalogix, which connects offline consumer spending to digital marketing.

Datalogix 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.

Oracle and Datalogix’s Data as a Service cloud solutions will provide marketers and publishers with an understanding of consumers across both digital and traditional channels. This will enable leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing.

In October, Forrester stated that Adobe was the leading marketing cloud vendor, Salesforce was second, and Oracle was lagging behind. Forrester stated that Oracle trailed the leaders on metrics, including as marketing technology offerings and overall strategy.

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.