Published On: Wed, Dec 24th, 2014

Billionaire Larry Ellison’s Oracle to Purchase Analytics Provider Datalogix

Larry Ellison 640x360

Forget Hawaiian Islands, ski houses in Aspen and geeked out yachts, this year Oracle CTO Larry Ellison is buying himself a data-tracking firm for Christmas, web magazine CMSWire said on December 22.

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, the report said.

Though the cost 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, according to CMSWire.

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, the article said.

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, said the report.

And while Ellison has almost always claimed that his marketing arsenal was bigger, better and (more recently) cloudier than that of his protégé, Salesforce CEO Mark Benioff, 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.” 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, the report said.

Ellison raised some eyebrows when in 2012 he paid a reported $500 million to buy 98% of the Hawaiian island of Lanai. Since then, he’s bought two airlines, refurbished the island’s hotels, and started investing in clean energy sources. He plans to use the island as an experiment for environmentally sound practices, according to Business Insider.


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