Oracle today has signed an agreement to acquire Maxymiser, a provider of cloud-based marketing and personalization solutions. The proposed deal is subject to standard closing conditions, and the companies will operate independently until the transaction is approved.
The addition of Maxymiser to the Oracle Marketing Cloud will provide Oracle users with access to a variety of data science technologies, including multivariate testing, audience-segment discovery and predictive personalization.
Working with brands such as Allianz, HSBC, Lufthansa, Tommy Hilfiger and Wyndham, Maxymiser helps companies test, target and personalize the e-Commerce and app experience for individual shoppers. On average, Maxymiser optimizes more than 20 billion customer experiences each month, according to a company press release. Maxymiser is the latest of a number of companies acquired by Oracle in an effort to strengthen its Marketing Cloud, including Eloqua, BlueKai, Compendium and Responsys.
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“Although the vast majority of marketing leaders agree customer experience is central to their brand’s long-term differentiation, they struggle to systematically use customer data and data science to discover and deliver the experiences customers want online,” said Kevin Akeroyd, SVP of Oracle Marketing Cloud, in a letter to customers and partners. “Without a data-driven approach, marketers are left with lower conversion rates, poor customer engagement, and lost revenue and ROI.
