Oracle Buys Datalogix to Step Up Marketing Cloud

by CXOtoday News Desk    Dec 23, 2014


Tech major Oracle has recently said it has acquired Datalogix, a company that offers digital marketing data as a service. The deal complements Oracle’s acquisition of BlueKai and rounds up its digital marketing suite.

Datalogix connects offline consumer spending data with digital marketing efforts. The company has over 650 customers and 1,500 data partners that track $2 trillion in consumer spending. Lenovo, Twitter, Kraft and Ford are among its customers including who use Datalogix to increase the effectiveness and measurability of their advertising.

According to Forbes, about a year ago, Facebook COO Sheryl Sandberg was full of praise for Datalogix, saying it helped Facebook show companies that Facebook ads do drive sales. In April, Google partnered with Datalogix and Acxiom to do the same.

According to a statement, Datalogix will become part of the Oracle Data Cloud, to provide comprehensive consumer profiles that will power personalization across digital, mobile and TV and connect offline purchase data to digital marketing to improve audience targeting and measure offline sales impact.

A Business Insider report informs that while half of BlueKai’s tech, the part that did that kind of tracking, was added to Oracle’s Marketing Cloud, the other half let advertisers buy ads based on people’s online activities. This became a new cloud service, run by former BlueKai CEO Omar Tawakol, who is now GM of the Oracle Data Cloud. Tawakol is the one who bought his one-time competitor, Datalogix, for Oracle.

But they weren’t just competitors. They’ve been partners since 2012 and will continue to operate as an open data marketplace to provide brands with comprehensive offerings to maximize the power of digital marketing, reports Business Insider.

Until the transaction closes, each company will continue to operate independently, according to the statement. The combination transforms marketing automation from executing campaigns to being able to correctly identify consumers, target them accurately with digital campaigns, allow marketers to measure which campaigns and channels are effective, and optimize how they reach consumers and spend their campaign resources.

Gartner reports that over half the companies plan an average increase of 17% in their digital marketing budgets next year and sees an increase in digital marketing budgets in sectors such as financial services, high-tech, manufacturing, media, retail and transportation.

Oracle’s timing is right in this field, as it can be clearly said that the Datalogix acquisition helps Oracle create a data cloud that can be used to better target digital marketing campaigns. Oracle on its most recent earnings call talked up the cloud as well as its plans to offer infrastructure-, platform-, software- and data-as-a-service.

From that perspective, the addition of Datalogix will extend Oracle’s Public Cloud strategy to combine IaaS, PaaS, SaaS and Data as a Service on a common cloud and to transform SaaS business applications and processes by integrating data within these applications.