Flicker/Oracle PROracle co-CEO Mark Hurd.Oracle has acquired Datalogix, the tech company that helps brands and agencies link online
Oracle declined to comment on the financial terms of the deal when asked for comment by Business Insider. A press release announcing the deal details how Datalogix will now become a part of the Oracle Data Cloud. The transaction is still subject to regulatory approval.
Datalogix claims to aggregate and provide insights on more than $2 trillion in consumer spending to deliver purchase-based advertising target and to drive more sales. The company has more than 650 customer, including 82 of the top 100 US advertisers, including PepsiCo, Kraft, Unilever and Lenovo.
Datalogix is perhaps best known for its work with Facebook, having formed a partnership with the social network in 2012 to help brands gain an insight into how their Facebook advertising campaigns help generate in-store sales. The company also works with Google, Yahoo, AOL and Twitter.
In a letter to customers and partners, Oracle Data Cloud group vice president and general managing director Omar Takawoi says the combination of Oracle and Datalogix will provide "the richest understanding of consumers across both digital and traditional channels base on what they do, what they say, and what they buy, enabling leading brands to personalize and measure every customer interaction and maximize the value of their digital marketing."
In a Gartner report published earlier this month entitled "Magic Quadrant for Digital Marketing Hubs," Oracle was described as a "leader" thanks to its highly acquisitive strategy. Other recent acquisitions have included Eloqua, Reponsys, BlueKai and Compendium.
This story is developing. Click here to refresh the page.