Oracle Beefs Up Marketing Portfolio With Acquisition Of Cloud Vendor Maxymiser

Oracle said Thursday it has inked a deal to acquire New York-based Maxymiser, a vendor of cloud-based marketing software. Terms of the deal weren't disclosed.

Maxymiser's cloud-based software lets marketers test and personalize the content that people see when they access webpages and mobile apps, and also extends into email and social networking. The vendor claims to do this more than 20 billion times per month.

Oracle has made massive bets in building its Marketing Cloud offering in recent years, spending $1.5 billion to acquire Responsys (business-to-consumer software) in 2013 and $871 to buy Eloqua (business-to-business software) the year before that.

[Related: Here's Why Some Partners Think Oracle Cloud Sales Numbers Are Misleading]

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Maxymiser had raised $14.8 million in three funding rounds since its founding in 2006. Oracle, along with rival, has set its sights on chief marketing officers, many of which are gaining more influence in their companies' IT purchasing decisions.

Troy Lutes, a principal in the Oracle practice at PricewaterhouseCoopers, said the Maxymiser deal will help Oracle stay ahead of the competition in the marketing software segment.

"Oracle already has the industry-leading marketing solution, and adding a personalization component not only increases the breadth of their suite of products, but also dramatically increases the number of humans and brands touched by Oracle software," Lutes told CRN.

Oracle Co-CEO Mark Hurd, on Oracle's third-quarter earnings call in March, said the goal is to give customers everything they need to sell more products, which starts with automating marketing campaigns. said Thursday that its Marketing Cloud helped it beat Wall Street's earnings forecast for its fiscal second quarter. Keith Block, vice chairman and president at, said large Marketing Cloud deals doubled this quarter year over year, and overall Marketing Cloud sales grew 29 percent.