Oracle is to acquire the digital marketing insights and data specialist Maxymiser to strengthen its data science offer.
The deal will bring Maxymiser’s current agreements with brands such as Tommy Hilfiger, Wyndham and HSBA on board, which sees it currently optimize over 20 billion customer experiences a month it has claimed, allowing marketers to test and personalise their online platforms.
Commenting on the deal, Thomas Kurian, president of product development for Oracle, said he believed that companies were looking to find new ways to differentiate their brand while also increasing customer loyalty and ROI.
“Together with Maxymiser, Oracle Marketing Cloud enables enterprises to stop guessing and start delivering what customers want across all digital channels and devices,” he added.
Earlier this year, Maxymiser released its Campaign Design API to help developer testing.