Oracle buys marketing software vendor for US$871 million

Add another acquisition to the long list of companies acquired by Oracle Corp. (NASDAQ: ORCL) with the news Wednesday that it has agreed to acquire Eloqua for US$871 million.

Based in Vienna, Va., Eloqua develops marketing automation technology that analyzes a potential customer’s online behavior so they can me more effectively marketed to.

According to a report from PC World, the deal builds on Oracle’s previous acquisitions of Virtue and RightNow and will allow the vendor to build out a set of marketing automation software centered on the “customer experience.”

What Oracle is buying for its $871 million.

Eloqua’s board has approved the deal, which is expected to close in the first half of next year.

CLICK HERE TO READ: Oracle buys Eloqua for marketing software in $871 million deal

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Jim Love, Chief Content Officer, IT World Canada

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Jeff Jedras
Jeff Jedras
A veteran technology and business journalist, Jeff Jedras began his career in technology journalism in the late 1990s, covering the booming (and later busting) Ottawa technology sector for Silicon Valley North and the Ottawa Business Journal, as well as everything from municipal politics to real estate. He later covered the technology scene in Vancouver before joining IT World Canada in Toronto in 2005, covering enterprise IT for ComputerWorld Canada. He would go on to cover the channel as an assistant editor with CDN. His writing has appeared in the Vancouver Sun, the Ottawa Citizen and a wide range of industry trade publications.

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