Oracle Acquires Datalogix

On Monday, Oracle agreed to purchase Datalogix for an undisclosed sum, saying that together the companies will provide marketers with a richer understanding of what consumers do, say and buy, allowing them to measure the effectiveness of their different campaigns and advertising channels.

Oracle plans to link the Datalogix service, which provides the spending data to customers through a cloud-based tool, to its other cloud-based services via Oracle Identity Graph. This, it said, will allow it to connect consumer identities to build better profiles that can be used to personalize online and mobile services — and even to target them offline and via the TV.

It made no commitment to maintain the existing Datalogix product roadmap, saying that it was still reviewing its plans. The companies set no timeline for completing the deal, which they said must meet customary closing conditions including obtaining regulatory approval.

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