By Michael Calia
Oracle Corp. said Monday that it bought advertising-analytics
company Datalogix Inc. in its latest bid to beef up its cloud
offerings.
Terms of the deal weren't disclosed.
The move comes days after Oracle posted quarterly profit and
revenue that broke a streak of three-straight quarters in which the
company's results fell shy of analysts' expectations.
Oracle, which is known for the databases it provides big
businesses, has sought to expand its presence in cloud data. Sales
of the company's cloud-data software have accelerated in recent
quarters as business customers increasingly prefer to subscribe to
software that is accessed online instead of buying it and paying
monthly maintenance fees.
Larry Ellison, who built the company and recently stepped down
as chief executive after 37 years, has nonetheless maintained
influence over the company, as he leads its engineering operations
and has called for more aggressive cloud expansion.
Datalogix, meanwhile, has attracted the interest and financing
of venture capital investors. In April, billionaire investor Jim
Breyer invested in the company and joined its board.
In May, Datalogix disclosed that it received a $45 million round
of equity financing led by asset-management firm Wellington
Management Company LLP. At the time, Datalogix described that round
of financing as "incremental" to Mr. Breyer's investment.
Datalogix, which helps connect marketers to data from consumer
purchases made offline, boasts more than 650 customers, including
top advertisers such as Ford Motor Co. It also has relationships
with social-media giants Facebook Inc. and Twitter Inc.
Write to Michael Calia at michael.calia@wsj.com
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