Oracle to acquire offline data aggregator Datalogix
Datalogix tech to be integrated into Oracle Cloud to provide more targeted ads based on offline consumer behaviour
Oracle announced today that it had signed an agreement to buy Datalogix, a vendor that specialises in connecting offline consumer spending to digital marketing.
Datalogix claims to aggregate and provide insights on over $2tr in consumer spending, from data it sources from 1,500 partners across the globe. The idea behind its technology is to provide purchase-based targeting to increase the effectiveness of online advertising.
The vendor counts corporate giants such as Ford and Kraft among its customers, while digital publishers such as Facebook and Twitter use Datalogix to provide more targeted ads.
Oracle said that its plan with Datalogix is to add it to the Oracle Cloud, providing what it called ‘data as a service'. Oracle said that the solution would enable brands to personalise and measure customer interactions online, based on offline buying habits.
"The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available," said Omar Tawakol, group vice president and general manager of Oracle Data Cloud.
"Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalisation across digital, mobile, offline and TV."
The addition of Datalogix is a part of Oracle's public cloud strategy to combine IaaS, PaaS, SaaS and data as a service on a common cloud. The vendor said that it wants to transform SaaS business applications and processes by integrating data within these applications.