Pushing deeper into digital marketing, Oracle has inked a deal to acquire Datalogix. Financial terms of the deal were not disclosed, but the implications for Oracle’s data mining prospects appear significant.
Datalogix is an industry leader at connecting offline consumer spending to digital marketing with the goal of helping marketers accurately measure advertising efforts and market more effectively. To offer purchase-based targeting and drive more sales, Datalogix aggregates and provides insights on over $2 trillion in consumer spending from 1,500 data partners across 110 million households.
Oracle will add Datalogix to its Data Cloud to compete in a growing big data market. Omar Tawakol, group vice president and general manager of Oracle Data Cloud, described the anticipated impact: “Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV.”
Better Managing Spend
After the acquisition is complete, Oracle and Datalogix’ data-as-a-service cloud solutions will work to offer both marketers and publishers deeper consumer understanding across traditional and digital channels. The insights are based on what consumers do, say and buy.
Ultimately, Oracle is betting the new technology will empower brands to personalize and measure all customer interaction and maximize digital marketing value. The idea is to help marketers move from merely executing campaigns to measuring which promotions and channels are the most effective so they can optimize how they reach customers and better manage their spend.
“Datalogix’ mission is to help the leading consumer marketers connect digital media to the offline world, where over 93 percent of consumer spending occurs,” said Eric Roza, CEO of Datalogix. Roza said the acquisition will extend the value Oracle Data Cloud brings to marketers and publishers. At least one analyst agrees.
A Good Acquisition
We caught up with Charles King, principal analyst at Pund-IT, to get his thoughts on the Oracle acquisition. He told us the software company’s purchase of Datalogix makes sense from a strategic standpoint and also points more broadly toward how the company intends to monetize its cloud offerings.
“Basically, Oracle believes that Datalogix' analytics solutions around consumer spending habits and trends is something its own customers will be willing to pay for. Delivering those capabilities as a cloud service could expand the possible use cases to include mobile and other solutions,” King said. “Oracle's strategy isn't particularly unique -- other cloud-focused vendors are developing and delivering similar value added solutions. But the size and depth of Datalogix' offerings should make this a good deal for Oracle and its customers.”
Posted: 2015-01-08 @ 3:04am PT
I think you're right. With the revamping of Java to run in heterogeneous environments, the direction of Oracle is clear.