Webtrends Sells Infinity and Moves Staff to Oracle

In the US, digital analytics specialist Webtrends has sold its Infinity big data platform to software giant Oracle for an undisclosed sum. As part of the deal, just under half of Webtrends' employees will move to Oracle during the next few months.

Launched last year, Infinity collects behavioral data across the Internet of Things, providing customer intelligence for personalised marketing programs. Data is also exportable for deeper analysis.

Infinity will now become part of the Oracle Marketing Cloud solution, which enables businesses to see how customers interact with their brand across any digital channel, at any time.

Webtrends' Marketing VP Kathy Stromberg said the engineering team which worked on the Infinity product has already moved to Oracle's office in Portland, but did not confirm the exact numbers involved. Development of Webtrends' remaining products will be managed mainly from the firm's UK office and by some contract developers, while the Portland office will continue to focus on product management, operations, support and North American sales.

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