Oracle Buys Demand Planning App Maker Demantra

Financial terms were not disclosed.

Ten-year-old Demantra, based in Waltham, Mass., was already an Oracle partner. Demantra was once heavily dependent on channel resellers of its software, but chose to switch to a focus on direct sales. Last year, all of its license revenue came from direct sales, where three years earlier it was almost entirely driven through OEM partners, Demantra said in a recent statement.

Oracle said it expects the Demantra deal to close this month. Oracle's previous supply-chain and demand-planning analytics acquisitions include Retek, G-Log and 360Commerce.

Demantra's 140 customers include Johnson and Johnson, Wendy's, Welch's, Cola-Cola and Cargill. Its product line includes applications for sales, operations and demand planning; promotional campaign modeling and optimization; marketing analytics; and retail store replenishment planning.