Oracle Extends Cloud Strategy with Datalogix Acquisition

Oracle has signed an agreement to acquire Datalogix, a provider of digital marketing solutions. Datalogix will become part of the Oracle Data Cloud.

The combination of Oracle and Datalogix’s Data as a Service cloud solutions is intended to provide marketers and publishers with a deeper understanding of consumers across both digital and traditional channels and enable them to personalize customer interaction to  maximize the value of their digital marketing. In addition to targeting consumers more accurately with digital campaigns, the combination of solutions will enable marketers to measure which campaigns and channels are effective, and optimize how they reach consumers and spend their campaign resources.

Oracle said the addition of Datalogix represents a further extension of its public cloud strategy to combine IaaS, PaaS, SaaS and Data as a Service on a common cloud and to improve SaaS business applications and processes. “Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV,” said Omar Tawakol, group vice president and general manager of Oracle Data Cloud.

According to the companies, more than 650 customers, including 82 of the top 100 U.S. advertisers, such as Ford and Kraft, as well as seven of the top eight digital media publishers, such as Facebook and Twitter, use Datalogix to enhance their media.

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