Oracle looks to maximise marketing cloud with new buy

Oracle buys cloud-based marketing company Maxymiser for undisclosed sum

Oracle has moved to bolster its marketing cloud with the acquisition of software provider Maxymiser.

Founded in 2006, Maxymiser delivers cloud-based software which it claims helps marketers provide more personalised engagement with their clients. The company, which has customers including HSBC and Tommy Hilfiger, is headquartered in New York and has offices in Edinburgh and London.

Oracle said the deal, for an undisclosed amount, will strengthen its marketing cloud which it describes as "already the fastest-growing software platform for modern marketers in the world".

Thomas Kurian, Oracle's president of product development, said: "Companies are increasingly seeking innovative ways to differentiate their brands while increasing both ROI and loyalty based on optimised customer experiences.

"Together with Maxymiser, Oracle marketing cloud enables enterprises to stop guessing and start delivering what customers want across all digital channels and devices," he said.

This is not the first time Oracle has acquired a company in this space, having secured a deal for cloud-based marketing software firm Eloqua in 2012 for $871m (£555m).

Tim Brown, Maxymiser's CEO, said he was pleased with the Oracle deal.

"Our mission is to empower enterprises to use data science to systematically test, discover, and predict what customers want and deliver uniquely tailored experiences. We are excited to join Oracle and bring these capabilities to help extend Oracle's marketing cloud," he said.