- Oracle has purchased offline data powerhouse Datalogix to boost its marketing cloud.
- Datalogix has important partnership with Facebook that allows marketers to draw a connection between social activity and offline purchases—a factor that was important in Oracle's acquisition decision.
- The wealth of online and offline data that Datalogix provides will help Oracle in the marketing cloud race against firms like Adobe and Salesforce.
Access to data, both online and offline, will be a key factor in the continued marketing cloud race for Oracle. Datalogix seems to be a perfect fit for the firm to boost marketing cloud offerings to clients, especially those that are interested in offline sales. Expect to see more from Oracle—as well as next moves from competitors Adobe and Salesforce—in the new year.