It's the data stupid.

Oracle’s at it again: Acquires data broker Datalogix

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Oracle continues to build its cloud-and-data arsenal, announcing its intention to buy Datalogix, a data marketing specialist that gleans consumer sentiment data via pacts with Facebook and Twitter and other sources.

In a statement, Datalogix said it aggregates information based on over “$2 trillion in consumer spending from 1,500 data partners across 110 million households to provide purchase-based targeting and drive more sales.” It also claims that 82 of the top 100 advertisers in the U.S. including Ford Motor Co. and Kraft Foods. In fact the availability of all that data has provoked concern at the consumer watchdog the Center for Digital Democracy which wants the Federal Trade Commission to  scrutinize this deal.

As companies in the consumer product goods, automotive and other industries try to reap the biggest possible advantage from social networks,  the data gathered by companies like Datalogix, Acxiom and Epsilon is seen as extremely valuable. This purchase comes 10 months after Oracle purchased Bluekai, another player in this data aggregation space.

The buy shows that the race to build marketing automation war chests between [company]Oracle[/company]  and [company]Salesforce. com [/company]– which over the past few years bought Buddy Media and ExactTarget  continues. But it’s no two-horse race: [company]Adobe Systems[/company] is also a major player via its acquisitions of Omniture and Neolane.

These software vendors clearly still see marketing as a key segment and Chief Marketing Officers (CMOs) as strategic customers for the marketing suites they are putting together.

For its most recent quarter, Oracle claimed big growth in its cloud businesses.

oracle data cloud chart

6 Responses to “Oracle’s at it again: Acquires data broker Datalogix”

  1. John Petersen

    Unable to move its products and customers to the cloud, Oracle has spent scores of billions in the past decade to buy its way into the cloud. With little to show for it. Salesforce has become the world’s leader in marketing and customer relations, and a majority of Oracle’s Peoplesoft customers moving their HR operations to the cloud do it not with an Oracle product, but with a cloud native, Workday.

    To understand all that goes on behind the scenes of an Oracle acquisition, I cannot recommend enough an excellent book, “High-tech planet” written by a former Oracle executive. It is a funny, terrific and insightful account ofwhat hides behind headlines-grabbing M&As by tech firms, especially Oracle. It is a no-holds-barred description of the business culture that allows fraud, insider trading, outlandish revenue projections and product roadmaps, manipulation, deceit, and various legal and accounting schemes as part of a corporate acquisition.

    The first few chapters can be sampled for free here:

    • Not sure where you get your data points from John. The comment regarding Workday is particularly hilarious. As highlighted on their recent earnings report, Oracle has three times the cloud customers with Fusion HCM than Workday does, including selling as many net new cloud HCM customers as Workday has total customers in the last year. Workday, ever the Wall Street Darling and darling of people like John has, in total, around 100 customers. In regards to the “little to show for it” comment, please note Oracle’s recent earnings report which clearly indicates that the Oracle clearly has turned the corner in relation to cloud, with a 45% year over year increase in new SaaS and PaaS customers. Salesforce is not profitable, has never been profitable, much like Workday. Oracle may have been late to the game, but they are clearly the vendor with by far the most momentum.

  2. meulenberg4e

    And FBI says N.Korea hacked Sony? Not mentioned is these birds sell that info, and it does not have to be true, they will not let you see it. They have immunity to damages. Where are
    American’s rights to privacy? These free market guaranteed profits deals smells…