Oracle has acquired data marketing startup Datalogix. The deal will serve to strengthen Oracle Data Cloud with expertise in data-driven marketing which provides digital marketing data as a service.
Datalogix collects consumer sentiment data in collaboration with Facebook and Twitter and other sources, which helps in tailoring advertisement.
Datalogix has expertise in connecting offline consumer spending to digital marketing, that helps marketers increase the effectiveness and measurability of their advertising.
Oracle Data Cloud group vice president and general manager Omar Tawakol, "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 personalization across digital, mobile, offline and TV."
Datalogix CEO Eric Roza said, "Datalogix’s mission is to help the leading consumer marketers connect digital media to the offline world, where over 93% of consumer spending occurs."
"We are thrilled to join Oracle and extend the value Oracle Data Cloud brings to marketers and publishers."
Datalogix collects insights from 1,500 data partners across 110 million households to provide purchase-based targeting and drive more sales, Oracle said.
Oracle and Datalogix’s Data as a Service cloud solutions will help marketers and publishers better understanding of the consumers’ buying behavior across both digital and traditional channels.
