Oracle Corporation (NYSE:ORCL), it appears is making strategic moves to consolidate its domination of the data management industry.
Oracle Corporation which began as a database management company, has come a long way since then as in year 2015, it hopes to dominate the data-based marketing segments. It recently worked out a partnership with Dun & Bradstreet and followed that up with acquiring Datalogix, a peer of Salesforce. This clearly outlines Oracle’s strategic move to establish end-to-end presence in new age marketing which will rely heavily on ‘Data.’
The acquisition of Datalogix appears to be many toned. Datalogix is by far one of the largest players in the data-platforms, and has on its customer list, players such as Facebook Inc. Incidentally; speculation was strife that Datalogix would eventually be taken over by Facebook Inc. However, it appears, that like LinkedIn which recently bought Bizo, another data-driven company, it was time for big technology players to hold a data-driven company.
The key lies in the ability of these data company to twin marketing strategies. They enable targeting as well as data attribution. Secondly, these are useful tools in rendering solutions for cloud marketing platforms.
Oracle Corporation has in over a year, gone through extensive acquisitions, Responsys, Comendium, Eloqua, Bluekai – to have a well-evolved cloud-based marketing platform in Data Cloud. Therefore, Oracle Corporations intention of building marketing solutions around its data-driven acquisitions will position it as a leader in this segment. As most technology companies begin to recognize ‘big data’ as the way forward and engage in different verticals of data analytics.
However, a single factor does bring pressure. For oracle Corporation to dominate this spectrum, it will have to ensure that all of the various aspects, be it IP Addresses, emails, social handles, cookies, Mobiles, URLs and other aspects are well synchronized. This is critical as most data is placed in ‘silos’ and the application can deliver solutions only when there is seamless connectivity among all of the data-nodes.