Oracle acquires Datalogix

Companies who advertise on Facebook use Datalogix to measure in-store sales generated from their ad campaigns

Oracle has signed an agreement to acquire Datalogix, a firm that aims to help companies find out whether consumers who come across their online advertising go on to purchase their products in-store.

Financial terms of the deal were not disclosed, but Oracle claimed that Datalogix aggregates and provides insights on over $2tr in consumer spending from 1,500 data partners across 110 million households.

Datalogix has over 650 customers including 82 of the top 100 US advertisers such as Ford and Kraft, as well as seven of the top eight digital media publishers such as Twitter.

In 2012, Facebook teamed with Datalogix to help US brands measure the in-store sales generated from their ad campaigns on the social media platform, and in 2014 Facebook expanded the partnership to the UK.

Oracle said that by acquiring Datalogix its solutions will enable brands to personalise and measure every customer interaction and maximise the value of their digital marketing. Datalogix will become a part of Oracle Data Cloud.

The deal follows on from Oracle's acquisition of Blukai 10 months ago, which focuses on behavioural data, and further intensifies the competition between itself and marketing cloud rivals Salesforce and Adobe.

Datalogix has been a partner of Oracle's since 2012, and also counts Google and Salesforce as partners.

Datalogix has received at least $86.5m in investor funding, according to CrunchBase. Reports have circulated that Datalogix was looking for a buyer in the last year or so, but that the firm's hefty asking price of $1bn did not tempt many vendors. Oracle is likely to have paid substantially less for the company.

Omar Tawakol, group vice president and general manager of Oracle Data Cloud, said: "Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalisation across digital, mobile, offline and TV."