Oracle has acquired digital marketing firm Datalogix for an undisclosed sum.
Datalogix, a company which informs brands and advertisers just how effective their digital ads are by tracking consumer spending patterns, will now be integrated into Oracle’s cloud-based service.
This latest acquisition will help Oracle take on cloud-based rivals Adobe and Sales Force, with Datalogix boasting to provide insights on $2 trillion dollars’ worth of consumer transactions.
Omar Tawakol, group vice president and general manager of Oracle Data Cloud, said: “The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available.
“Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV.”
Eric Roza, chief executive of Datalogix, added: “Datalogix’s mission is to help the leading consumer marketers connect digital media to the offline world, where over 93 per cent of consumer spending occurs.
“We are thrilled to join Oracle and extend the value Oracle Data Cloud brings to marketers and publishers.”
Yory Wurmser, an analyst at eMarketer concluded: “Datalogix plays a very important role in the advertising market, and many of the top tech platforms and agencies, including Google, Facebook and Twitter, are using Datalogix as a go-to source for tying offline purchase data back to digital influence.
“Offline consumer data is incredibly valuable because businesses are still trying to figure out the indirect and longer-term effects of online advertising. This would give Oracle an even richer set of data to work with in bridging their CRM capabilities and promising better ad targeting and messaging and better analytics.”
Earlier this month it emerged that the UK is the first country to devote over half of its marketing budget to digital - using data collated by firms like Datalogix.