Datalogix

For 2014 Datalogix aggregates and provides expense information of consumers in 110 million households more than for 2 trillion dollars which the company receives from 1500 information partners to provide determination of target groups of consumers on the basis of data on purchases and to support expansion of sales. More than 650 clients, including 82 of 100 largest advertisers of the USA, such as Ford and Kraft and also 7 of 8 largest digital resources, such as Facebook and Twitter, cooperate with Datalogix for improvement of the marketing opportunities.

2014: Oracle buys Datalogix

On December 23, 2014 the Oracle corporation announced conclusion of an agreement about acquisition of Datalogix company, the participant of IT market in a segment of the solutions interconnecting expenses of consumers in traditional sales points with digital marketing, helping marketing specialists to carry out and estimate advertizing campaigns more effectively.

Cloud solutions of Oracle and Datalogix for providing data as service (Data as a Service) will allow marketing specialists and publishers to try to obtain the highest level of understanding of the clients using digital and traditional channels based on what they do that is told and that is bought. It will allow leading companies to personalize and estimate each customer interaction and to provide maximum efficiency of digital marketing.

"Inclusion of Datalogix technologies in Oracle Data Cloud will provide to the marketing specialists acting on the basis of data, the most valuable solution for determination of target groups of consumers and assessment of marketing campaigns — Omar Tawakol, the CEO and the vice president for the Oracle Data Cloud direction noted. — Now Oracle will provide complete profiles of clients based on the connected identification data which will support personalisation of interactions on digital, mobile, traditional and television channels".

Consolidation of solutions of two companies will allow to transform radically automation of marketing from holding campaigns to an opportunity to correctly identify clients, to precisely define target groups of consumers for holding digital advertizing campaigns, to give to marketing specialists an opportunity to estimate efficiency of campaigns and channels and also to optimize a scope of clients and use of resources for holding campaigns.

Acquisition of Datalogix company expands the strategy of Oracle Public Cloud on consolidation of solutions IaaS PaaS, SaaS and Data as a Service in the general cloud and transformation of the SaaS-applications and processes on the basis of data integration in these applications.

2015: The transaction worth $1.2 billion is closed

On February 4, 2015 media knew of the amount which Oracle paid for Datalogix Holdings purchase. The companies do not disclose the cost of the transaction.

According to the The Wall Street Journal newspaper which refers to two people, familiar with a situation, acquisition of Datalogix cost Oracle more than $1.2 billion. This amount is nearly 5 times less in comparison with the biggest purchase in the history of Oracle: in 2009 the American software maker absorbed the developer of servers and workstations of SUN Microsystems for $5.7 billion^[1]

Datalogix filled up the list of assets of Oracle which are anyway connected with marketing tools. This business as notes the edition, becomes more and more attractive to the software companies as among advertisers demand for the software allowing to analyze actions and habits of consumers grows, and on the basis of collected information to place more exact and purposeful advertizing.

Purchase of Datalogix cost Oracle $1.2 billion

In the market of marketing software of Oracle purchased Responsys and Blue Kai in 2014, and the previous year caught Eloqua company in the property. The transaction on acquisition of Datalogix was closed on January 23, 2015, i.e. approximately in a month after its announcement. Representatives of Oracle and Datalogix do not sound financial side of the agreement.

Before being a part of Oracle, the Datalogix company actively worked and was even going to perform initial public offering at the exchange. Within the planned IPO negotiations with several banks, including Goldman Sachs, Deutsche Bank and Barclays were conducted. However the offer of Oracle gave up as a bad job independent development of Datalogix.

The staff of this company at the time of acquisition totaled 375 people working in the different cities of the USA. The former head of the first company Eric Roza (Eric Roza) will direct business of Datalogix under a wing of Oracle.

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