Oracle Buys Marketing Automation Firm Eloqua

US technology giant Oracle is to acquire marketing automation platform developer Eloqua, whose offer includes targeting, segmentation and market measurement solutions. The deal is valued at approximately $871m, or $23.50 per share.

Eloqua was founded in Toronto, Canada in 1999 to provide lead generation services by combining web and predictive analytics, direct mail, e-mail and instant messaging services. The company is now headquartered in Vienna, Virginia, and has offices in Cambridge, San Francisco, Austin, Toronto, London, Brussels, Frankfurt and Singapore.

Last month, Eloqua partnered with online video marketing platform Vidyard to enable the tracking of customer viewing behavior via video content.

CEO Joe Payne (pictured) says Oracle plans to integrate some of its technology - such as big data and business intelligence - into Eloqua's product line.

In a statement, Oracle said its investment in Eloqua will provide further insight into 'prospects' digital body language', and help streamline the way companies market to customers. The deal builds on the corporation's previous acquisitions of social marketing platform Vitrue, CRM software developer RightNow, social media platform Involver, and social media intelligence provider Collective Intellect.

Web sites: www.oracle.com and www.eloqua.com .