Tag Archives: Datalogix

Datalogix is important element of Oracle’s acquisition strategy

On December 22, 2014, Oracle (ORCL) announced the acquisition of Datalogix, a provider of digital marketing data as a service (or DaaS). Datalogix connects offline consumer spending data with digital marketing efforts with the goal of tracking advertising, its influence on consumers, and the resultant returns.

Datalogix has more than 650 customers and 1,500 data partners that track $2 trillion in consumer spending. Advertisers and digital media publishers such as Lenovo, Google (GOOG), (GOOGL), Facebook (FB), Twitter (TWTR), Ahold, Kraft (KRFT), and Ford use Datalogix to enhance their media presence. The company provides purchase-based targeting that leads to more revenue generation.

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Oracle’s strategic acquisitions in marketing cloud space

According to Yahoo Finance, strategic acquisition extends public cloud portfolio

As explored earlier in this series, Oracle (ORCL) acquired Datalogix with the goal of strengthening its presence in the digital marketing space. Oracle’s dominance in the database market enables it to successfully market its IaaS, PaaS, and SaaS products.

Through the Datalogix acquisition, Oracle aims to extend its public cloud strategy to combine IaaS, PaaS, SaaS, and Data as a service (or DaaS) on a common cloud. In the past, Oracle made strategic acquisitions in the marketing cloud space to strengthen its presence in the cloud space.

BlueKai expands Oracle’s digital market suite

In early 2014, Oracle acquired BlueKai, a cloud-based marketing provider, to boost its digital portfolio as shown below. BlueKai’s Data Management Platform centrally organizes a company’s customer and audience data in the cloud to help implement personalized marketing campaigns across all channels. The Datalogix deal complements Oracle’s acquisition of BlueKai and strengthens its digital marketing suite.

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