Oracle is buying Maxymiser to boost its marketing capabilities

Oracle has acquired Maxymiser, a provider of cloud-based marketing tools, for an undisclosed sum. The company said the acquisition will bolster its marketing cloud portfolio.

Founded in 2006, Maxymiser has over 400 employees and offers a range of cloud-based marketing tools that help its users improve customer experience and user retention through omnichannel analysis and marketing automation. Some of its higher profile customers include EasyJet, HSBC and French clothing retailer Lacoste.

Its offerings will be integrated into the Orcale Marketing Cloud, which is itself made up of a range of tools formerly acquired by the firm (Eloqua and Responsys for instance), following the acquisition.

“Companies are increasingly seeking innovative ways to differentiate their brands while increasing both ROI and loyalty based on optimized customer experiences,” said Thomas Kurian, president, product development, Oracle. “Together with Maxymiser, Oracle Marketing Cloud enables enterprises to stop guessing and start delivering what customers want across all digital channels and devices.”

Tim Brown, chief executive officer, Maxymiser said: “Our mission is to empower enterprises to use data science to systematically test, discover, and predict what customers want and deliver uniquely tailored experiences. We are excited to join Oracle and bring these capabilities to help extend Oracle Marketing Cloud.”

Over the years many large incumbents like Oracle and SAP as well as newer upstarts like Salesforce have moved quickly to strengthen their position in marketing automation through acquisition. In April this year NetSuite acquired Bronto Software, a provider of cloud-based marketing automation software for omnichannel commerce, in a deal worth about $200m.