Who Needs a Ferrari? Oracle Buys Datalogix for Christmas

2 minute read
Virginia Backaitis avatar


Forget Hawaiian Islands, ski houses in Aspen and geeked out yachts, this year Oracle CEO CTO Larry Ellison is buying himself a data-tracking firm for Christmas.

This morning Oracle announced its intent to acquire Datalogix, a “Data-as-a-Service” analytics provider that helps brands glean insights on customer purchasing patterns. Datalogix's unique value proposition to the market is that it can help brands determine if ad clickers actually ever walk into stores to purchase the goods they’ve shown interest in.

Though the amount of the acquisition is unknown, earlier this month AdExchanger reported that Datalogix was shopping itself around for as much as $1 billion. It was rumored, at that time, that Nielsen, Adobe and even Facebook were kicking its tires.

Beefing Up the Data Cloud

But what Ellison wants, Ellison gets. And his desire to dominate cloud computing is high on his agenda at this moment, especially as competitors like Adobe, which bought Fotolia earlier this month, and Salesforce, with its new analytics cloud, Wave, have recently raised their own games.

Learning Opportunities

Datalogix will be integrated into Oracle’s Data (aka Digital Marketing) Cloud where Blue Kai, which it purchased earlier this year, already lives. Once the assets from Datalogix, BlueKai and other recent marketing related acquisitions such as Responsys and Eloqua, are all mashed together, Ellison will indeed have a digital marketing powerhouse in his cloud solutions portfolio.

And while  Ellison has almost always claimed that his marketing arsenal was bigger, better and (more recently) cloudier than  protégé, Salesforce CEO , Mark Benioff’s, the reality is that he may now be able to give the cloud computing pioneer a run for his money.

Datalogix, after all, has something so smart and geeky that even Facebook, with its wealth of data and data scientists, is compelled to pay for its service. It claims to aggregate “$2 trillion in consumer spending from 1,500 data partners across 110 million households to provide purchase-based targeting and drive more sales” according to its  It also claims that 82 of the top 100 advertisers in the U.S. including Facebook, Google, AOL., Twitter, Ford Motor Co. and Kraft Foods.

Former Gartner analyst Roy Satterthwaite, who is now the general manager of Turn, a provider of digital insights, says, via Twitter, that the acquisition “makes sense for not just data-brokering but for CRM & for bolstering @BlueKai.”

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