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Oracle Made another Marketing Cloud Acquisition: Maxymiser

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Oracle acquired Maxymiser, a marketing cloud company

On August 20, 2015, Oracle (ORCL) announced the acquisition of Maxymiser. The financial details of the deal weren’t disclosed. Maxymiser will be integrated with Oracle’s Marketing Cloud. In April 2014, Oracle launched its Oracle Marketing Cloud, which is a platform that combines the technology from its previous acquisitions of Eloqua, Compendium, Responsys, and BlueKai.

Maxymiser provides software that helps marketers test, target, and customize what a customer sees on a mobile app or web page to increase engagement and revenue, as the below presentation shows. Its software helps advertisers optimize advertising or ad content placed in individual browsers, maximizing user engagement.

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Maxymiser provides customized and behavioral targeting offerings

Maxymiser, founded in 2006, offers an array of cloud-based marketing tools that help its users improve customer experience and user retention through multi-channel analysis and marketing automation. The company has raised total venture capital (or VC) investments of more than $15 million to date. It claims to optimize more than 20 billion customer experiences per month. Its customers include Allianz, HSBC (HSBC), Lufthansa, Tommy Hilfiger, and Wyndham (WYN).

As Oracle entered late into the cloud computing market, it chose acquisitions to augment its foothold in the cloud space and fuel growth. Oracle is aggressively following its ongoing acquisition strategy to build its marketing cloud.

With the Maxymiser acquisition, it’s clear that Oracle plans to be a step ahead in the consumer space by enabling a front-office/back-office integrated solution. In the marketing cloud space, Oracle’s prior acquisitions include Eloqua, Responsys, Compendium, and Datalogix in 2012–2014. In the next part of the series, we’ll discuss how Maxymiser will enhance Oracle’s Marketing Cloud and Oracle’s position in the marketing cloud compared to its peers.

You can consider investing in the Technology Select Sector SPDR Fund (XLK) and PowerShares QQQ Trust (QQQ) to gain exposure to Oracle. XLK and QQQ invest about 3.41% and 3.08% of their holdings in Oracle, respectively.

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