Oracle announced that it has reached an agreement to acquire Datalogix, a consumer data collection company that positions retailers and other B2C companies to connect offline consumer spending to their digital marketing initiatives, for an undisclosed fee.
Once completed, Datalogix will combine with Oracle Data Cloud to enhance its Data as a Service (DaaS) offerings. Both companies will continue to operate independently until the transaction closes.
“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 personalization across digital, mobile, offline and TV.”
Datalogix works with 1,500 data partners across 110 million households to analyze and provide insights on more than $2 trillion in consumer spending. These partnerships position the company to target customers based on past purchases — and ultimately boost sales.
The acquisition intends to help Oracle Data Cloud users:
- Correctly identify consumers;
- Target these consumers accurately with digital campaigns;
- Measure which campaign and channel effectiveness; and
- Improve consumer reach and campaign spend.