Oracle buys Datalogix, beefs up digital marketing cloud

Oracle's acquisition of Datalogix complements the purchase of BlueKai and rounds out its data cloud.
Written by Larry Dignan, Contributor

Oracle on Monday said it acquired Datalogix, which provides digital marketing data as a service. The deal complements Oracle's acquisition of BlueKai and rounds out its digital marketing suite.

Terms of the deal weren't disclosed, but for Oracle Datalogix is a stocking stuffer that gives it yet another pillar to offer data as a service and another cloud product to sell.

Datalogix connects offline consumer spending data with digital marketing efforts. The idea is to track advertising, how it influences a consumer and the ultimate returns. Datalogix, which has more than 650 customers, has 1,500 data partners that track $2 trillion in consumer spending. Lenovo, Twitter, Ahold, Kraft and Ford are among Datalogix's customers.

More: Oracle gets its cloud due: Can it sustain it? | Oracle's Larry Ellison talks cloud catch-up game with Salesforce.com | Oracle acquires BlueKai, rounds out its marketing cloud

Oracle's master plan is to take Datalogix and combine it with other parts to 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.

Here's a look at how Oracle sees Datalogix in its cloud mix as well as its "identity graph."


Among other details:

  • Oracle said Datalogix will remain and open platform.
  • Datalogix customers and partners can continue to use current contacts.
  • Datalogix will be lumped under Oracle's Data Cloud.
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