Oracle Buys Datalogix

Oracle today announced that it has signed an agreement to acquire Datalogix, the industry-recognized leader at connecting offline consumer spending to digital marketing that helps marketers increase the effectiveness and measurability of their advertising.

Datalogix aggregates and provides insights on over $2 trillion in consumer spending from 1,500 data partners across 110 million households to provide purchase-based targeting and drive more sales.

"Datalogix's mission is to help the leading consumer marketers connect digital media to the offline world, where over 93 percent of consumer spending occurs," said Eric Roza, CEO, Datalogix. "We are thrilled to join Oracle and extend the value Oracle Data Cloud brings to marketers and publishers."
Over 650 customers, including 82 of the top 100 US advertisers such as Ford and Kraft, as well as 7 of the top 8 digital media publishers such as Facebook and Twitter use Datalogix to enhance their media.

Oracle and Datalogix's Data as a Service cloud solutions will provide marketers and publishers with the richest understanding of consumers across both digital and traditional channels based on what they do, what they say, and what they buy. This will enable leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing.

"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."

The combination fundamentally 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.

The addition of Datalogix represents a further extension of 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.