Oracle aims to strengthen its ability to connect offline sales to online advertising efforts with the acquisition.

Oracle is adding another tool to its Data Cloud offerings.

The company announced today it bought data platform provider Datalogix, which connects offline spending with online advertising to help retailers better understand their audiences and their digital ad spending. Oracle did not reveal the terms of the purchase. This is the second data vendor Oracle bought this year. In February, the company announced it had purchased BlueKai for an unspecified amount.

Datalogix currently provides online advertising services for one retailer in the Internet Retailer Top 500 Guide, women’s apparel retailer Title Nine, No. 347 in this year’s guide. The company also boasts the likes of Facebook, Twitter, and Ford Motor Co. among its list of clients. Oracle meanwhile provides an array of services to many Top 500 companies, with 107 retailers using its site search software; 70 using it for live chat/click to call; and 65 retailers using Oracle for their e-commerce platform.

“Oracle will now deliver comprehensive consumer profiles based on connected identities that will power personalization across digital, mobile, offline and TV,” says Omar Tawakol, group vice president and general manager of Oracle Data Cloud.

Oracle says that Datalogix “aggregates and provides insights 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.”


Datalogix had announced a new partnership with comScore Inc. in October aimed at marrying comScore’s Validated Campaign Essentials solution, which is designed to help marketers better measure how well a campaign is reaching its target audience, with Datalogix’s data to give advertisers a better idea of how their digital ads are translating into offline sales.

“Datalogix’s mission is to help the leading consumer marketers connect digital media to the offline world, where over 93% of consumer spending occurs,” says Datalogix CEO Eric Roza.