Oracle has signed an agreement to acquire the Denver, Colorado based consumer data collection company, Datalogix as it attempts to extend Oracle Data Cloud with solutions for data-driven marketing to inform and measure cross-channel digital marketing.
The proposed transaction is subject to regulatory approval and other customary closing conditions.
No purchase price has been disclosed yet.
Datalogix connects offline purchasing data to digital media to improve audience targeting and measure sales impact.
Datalogix aggregates and provides insights on over US$2 trillion in consumer spending to deliver purchase-based targeting and drive more sales.
Over 650 customers including the top US advertisers and digital media publishers use Datalogix to increase the effectiveness and measurability of their advertising.
Datalogix will become part of the Oracle Data Cloud, a leader in Data as a Service.
The combination will provide comprehensive consumer profiles that will power personalization across digital, mobile, offline and TV.
With Datalogix, Oracle Data Cloud will deliver the richest understanding of consumers across both digital and traditional channels based 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.