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Oracle adds digital marketing firm Datalogix to its cloud portfolio

Oracle recently signed an agreement to acquire Datalogix, a company that connects offline consumer spending to digital marketing for helping 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. Its customers include Ford, Kraft and 7 of the top 8 digital media publishers, among hundreds others.

Oracle recently signed an agreement to acquire Datalogix, a company that connects offline consumer spending to digital marketing for helping 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. Its customers include Ford, Kraft and 7 of the top 8 digital media publishers, among hundreds others.

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 combination is touted to fundamentally transform 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.

“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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