Oracle goes Christmas shopping with Datalogix acquisition

The deal for an undisclosed amount sees Oracle purchase data marketing firm

Oracle has done a bit of last-minute Christmas shopping, snapping up data marketing company Datalogix for an undisclosed amount.

Headquartered in Denver, Colorado, Datalogix is partners with the likes of Facebook and Twitter, providing them with consumer spending data to help with their digital marketing efforts. The company has 650 customers, 1,500 data partners and follows $2tn in spending.

Although the details of the deal have not been revealed, Seeking Alpha commented the "price is likely substantial".

Omar Tawakol, group vice president and general manager of Oracle Data Cloud said: "The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available.

"Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalisation across digital, mobile, offline and TV," he added.

The acquisition of Datalogix marks an extension of Oracle's public cloud strategy to merge IaaS, PaaS and data-as-a-service in a common cloud, according to a press statement.

Analyst TechMarketView said the acquisition sees Oracle outpace its competitors in buying data components.

"Although marketing automation is a hotbed of acquisition activity, with Oracle, Salesforce.com, Adobe and rather belatedly SAP, all adding heat to the market, Oracle has gone furthest in buying rich marketing data assets in conjunction with the technologies over which to use the data," TechMarketView said.

"With the value of data rising faster than gold, data suppliers like Epsilon, Acxiom, Harte-Hanks, Experian and Neustar could find themselves being courted all the more assiduously by software suppliers."

The acquisition is not the first move to buy up data assets Oracle has made this year, with the company also partnering with data services provider Dunn & Bradstreet, buying leisure and retail tech specialist Micros in June and acquiring data aggregator BlueKai in February.