Oracle Buys Datalogix to Bolster Marketing Cloud

Purchase likely exceeded $500 million

Oracle, which purchased digital data player Bluekai for around $400 million in February, is putting a bow on its acquisitions strategy for the year by picking up offline data powerhouse Datalogix today for an undisclosed sum.

Datalogix, whose clients include PepsiCo and HauteLook, helps brands measure media purchases against in-store sales.

Datalogix has been an important partner to Facebook as the latter has attempted to show marketers that it can connect the dots between its social ads and offline purchases.

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