Could Oracle’s Datalogix Acquisition Stop the Waste in Online Advertising?

0

Could Oracles Datalogix Acquisition Stop the Waste in Online Advertising 300x199 Could Oracles Datalogix Acquisition Stop the Waste in Online Advertising?“Half the money spent on advertising is wasted — the question is, which half? That’s the age-old question in adland,” writes Peter Sayer in a commentary at Computer World. “Now Oracle is hoping to help its customers answer that question with the acquisition of Datalogix, which collects offline consumer spending data in a bid to help online advertisers pick the right targets.”

The problem — as ever — is proper tracking. Oracle research indicates that targeting systems trained on online shopping nabs just 7 percent of activity. The other 93 percent is spent offline where new tracking tech is sorely needed.

The Datalogix information could help.

“Datalogix aggregates data from 1,500 partners on the US$ 2 trillion spent each year by 110 million households, and uses it to help its customers target advertising based on other purchases to improve their sales,” explains Sayer. “Those partners provide it with information on 99 percent of U.S. automobile sales and a 20-year history of vehicle ownership, and it also tracks spending at 50 grocery chains and 1,400 other retailers.”

The Datalogix system is multi-facted; the company follows old line manufacturers like Ford, Unilever, and Kraft, as well as online services including Facebook, Twitter, Yahoo, and Google.

“Oracle plans to link the Datalogix service, which provides the spending data to customers through a cloud-based tool, to its other cloud-based services via Oracle Identity Graph,” says Sayer. “This, it said, will allow it to connect consumer identities to build better profiles that can be used to personalize online and mobile services — and even to target them offline and via the TV.”

5c85be84cb2a43c8ab4d0071fcec514e Could Oracles Datalogix Acquisition Stop the Waste in Online Advertising? Could Oracles Datalogix Acquisition Stop the Waste in Online Advertising?


Mobile Marketing Watch

Share.

About Author

Colin Cooper is the CEO of Boost Your Business, the leader in marketing and business development for both large and small scale businesses. As one of the most innovative marketing specialists for over a decade, Colin and his team of business and online experts collate their years of know-how and experiences with the Boost Your Business: Body Armour for Business, an online magazine created to provide a holistic resource avenue for everything business, health, and wellness.