On Thursday, 20th August, Oracle announced it has agreed to acquire leading cloud-based Customer Experience (CX) software provider, Maxymiser, for an undisclosed sum.
Who are Maxymiser?
Founded in 2006, Maxymiser provide software for marketers to test, target and personalise the content presented to customers on web pages and mobile apps. They specialise in multivariate A/B testing for marketers to optimise web pages for multiple devices and their personalisation software utilises customer data to create an algorithm that predicts the best content to serve each visitor. This enables brands to ‘transform every digital interaction into seamless, relevant and engaging customer experiences.’
Why have Oracle bought Maxymiser?
Maxymiser optimise in excess of 20 billion customer experiences per month, with a customer portfolio that includes the likes of Allianz, HSBC, Lufthansa and Virgin Media. Having ranked 22nd in the 2014 Deloitte Technology Fast 50 UK rankings, they deliver leading CX software that is trusted by global organisations.
Oracle intends to build Maxymiser’s software into Oracle Marketing Cloud, to strengthen the solution’s capability to manage multichannel marketing campaigns throughout the entire customer journey.
At VASSIT we see the functionalities that Maxymiser implements as a must have for all web-based marketing solutions and this acquisition will further improve integration with CMS solutions, thus maintaining Oracle’s leading position in the market.
In a press release statement, Tim Brown, CEO of 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.’
Oracle have made several significant acquisitions in recent years, buying smaller companies and integrating their marketing automation software with Oracle Marketing Cloud. This includes the 2012 acquisition of marketing and revenue management software provider Eloqua, the $1.5 billion purchase of software maker Responsys and last year’s acquisition of cloud-based big data platform, BlueKai, for $400 million.
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