Oracle Plan Acquisition technology company Endeca

October 18, Oracle announced plans to buy Endeca technology (site search and online marketing technology service provider).

Paula Rosenblum, a partnership manager at the search consulting firm Retail BAE Research LLC, said the acquisition would allow Oracle to compete directly with IBM as a full-service provider of E-commerce technology systems. Oracle hasn't announced the amount yet, but expects to finish the deal by the end of the year.

Combining Endeca technology with the E-commerce platform that ATG (Oracle acquired last year), Oracle is able to deliver a more powerful web site technology that is heavily tuned for marketing and planning as online retailers grow in demand for this technology.

"This confirms the retail trends we've been looking at, and it's necessary to pass on user dependencies in every retail channel, especially online," said Nikki Baird, RSR. Endeca's addition to Oracle is a big win strategy for an important shift from marketing to sales, allowing Oracle to confront IBM head-on. ”

Oracle is best known for its data software provider, which has expanded into retail technology over the past few years and has acquired some networked storage system providers, including Retek, 360 commerce and price optimization profitlogic. Oracle has recently entered the online retail arena, acquiring FatWire Software in July (its technology focuses on online content for shoppers ' interests).

With endeca,oracle, online retailers can analyze a lot of unstructured data (such as product text descriptions and customer reviews) on their web sites, as well as tailor-made product presentations based on customer interest. Integrating ENDECA technology with the ability to manage structured data in Oracle databases, Oracle users can have more ability to analyze data and implement it in marketing activities, including demographic data that is organized through postal code or family income levels.

"This is a big shift for Oracle, taking advantage of opportunities in business and content solutions," says Brian Walker, a retail technology analyst at Forrester Research. It will also reshape the position of Endeca in the market, but in general, it should help promote Endeca products. ”

Among internet retailer Top500, more than 100 are Endeca customers, including Staples (2nd), the top of the list (6th), ebags (rank 114th), OneCall (rank No. 212) and Rugs Direct (No. 375 in rank).