Oracle 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. Financial terms of the agreement were not disclosed.
Once completed, Datalogix will combine with the Oracle Data Cloud to enhance its Data as a Service (DaaS) offerings. Both companies will continue to operate independently until the transaction is finalized.
“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.”
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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 is expected to help Oracle Data Cloud users:
- Accurately identify consumers;
- Target these consumers effectively with digital campaigns;
- Measure campaign and channel effectiveness; and
- Improve consumer reach and campaign spend.
