Oracle to buy online/offline purchases tracking start-up Datalogix

Silicon Valley tech giant Oracle Corp yesterday struck a deal to buy online and offline purchases tracking start-up Datalogix Holdings Inc, for an undisclosed sum.

The acquisition comes 10 months after Oracle agreed to buy Bluekai, a marketing company that focuses on behavioural data.

Datalogix, which has raised more than $86.6 million in equity funding since 2009, tracks offline and online data purchasing behavioural patterns from information collected from retailers' loyalty card programmes and sells it to clients to help them to focus their advertising campaigns to targeted consumers across digital, video, social, email and mobile.

This data includes 90 per cent of US household and more than $2 trillion in consumer purchases, and some of their clients include grocers, travel agencies, social media sites, such as Pepsico, Kraft, Ford Motors, Facebook, Google, Twitter, and Dr Pepper Snapple Group.

Denver, Colorado-based Datalogix serves over 650 customers, including 82 of the top 100 US advertisers.

''The addition of Datalogix to the Oracle Data Cloud will provide data-driven marketers the most valuable targeting and measurement solution available,'' said Omar Tawakol, group vice president and general manager of Oracle Data Cloud. ''Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV.''

''Datalogix's mission is to help the leading consumer marketers connect digital media to the offline world, where over 93 per cent of consumer spending occurs,'' said Eric Roza, CEO, Datalogix. ''We are thrilled to join Oracle and extend the value Oracle Data Cloud brings to marketers and publishers.''