Oracle to acquire marketing software firm Maxymiser

Technology giant Oracle announced yesterday that it has agreed to acquire marketing software business Maxymiser.

Full terms of the deal have not yet been disclosed, but the California-based vendor sees the acquisition as a key move to strengthen its Oracle Marketing Cloud offering. A statement from the company said the deal has resulted in the creation of the industry's "most powerful solution for optimising web and mobile customer experiences".

Maxymiser's cloud-based solution allows marketers to test, target and personalise what a customer sees on a webpage or mobile app, and the company works with organisations across a variety of industries, including retail. Maxymiser counts the likes of HSBC, Lufthansa and Tommy Hilfiger among its clients.

Thomas Kurian, president for product development at Oracle, said: "Companies are increasingly seeking innovative ways to differentiate their brands while increasing both ROI and loyalty based on optimised customer experiences.

"Together with Maxymiser, Oracle Marketing Cloud enables enterprises to stop guessing and start delivering what customers want across all digital channels and devices."

Oracle's acquisition comes as retailers continue to seek to develop strategies around personalised customer experiences. There is an industry-wide recruitment drive and battle for talent to find the analysts and number crunchers who can help interpret the reams of data flowing into their businesses in order to improve overall customer service.

Tim Brown, CEO of Maxymiser, said that his organisation's mission is to give enterprises an opportunity "to use data science to systematically test, discover, and predict what customers want and deliver uniquely tailored experiences".

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