Oracle nabs marketing software maker Maxymiser

Oracle plans to integrate Maxymiser's software into the Oracle Marketing Cloud and use it to better compete with rivals Salesforce and Adobe.

Enterprise software giant Oracle on Thursday said it has agreed to acquire Maxymiser, a maker of cloud-based consumer personalization software. Terms of the deal were not immediately disclosed.

Maxymiser specializes in multivariate and A/B testing, which allow marketers and brands to test various versions of a web page to find out which approach works best. As for its personalization software, the New York-based company offers an automated customer profile engine that continually pulls consumer data and plugs in into algorithms in order to predict the optimum tailored experience for each site visitor.

"Our mission is to empower enterprises to use data science to systematically test, discover, and predict what customers want and deliver uniquely tailored experiences," said Maxymiser CEO Tim Brown.

Oracle aims to integrate Maxymiser's software into the Oracle Marketing Cloud and use it to better compete with rivals Salesforce and Adobe. Maxymiser claims to optimize more than 20 billion customer experiences per month for brands such as Allianz, HSBC, Lufthansa, Tommy Hilfiger and Wyndham.

In terms of its approach to Marketing Cloud, the Maxymiser buy is basically in line with Oracle's acquisition-fueled growth strategy. The software vendor has become notorious for tapping into the expertise of smaller companies and stitching them together with the strongest bits of its software arsenal.

In 2012 Oracle spent $871 million to purchase Eloqua for its cloud-based marketing and revenue management technology. A year later Oracle dropped $1.5 billion on the marketing software maker Responsys, and in 2014 it bought BlueKai, a key provider of data management platforms, for an estimated $400 million.

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