In a move that will strengthen the leadership of Oracle Marketing Cloud, Oracle (NYSE: ORCL) has acquired Maxymiser, a New York-based provider of cloud-based software for mobile marketing.

After the acquisition process, the technology of Maxymiser will be added to Oracle Marketing Cloud. Maxymiser's software facilitates marketing professionals to test, target and personalize a web page or mobile application of what his customers can see. 

Set up in 2006, Maxymiser mobilized funds for venture capitalists (VCs) such as Investor Growth Capital, Pentech Ventures and Scottish Enterprises. Headquartered in Redwood Shores, CA, Oracle is upbeat on its latest acquisition.

Oracle Marketing Cloud is receiving encouraging response from modern marketers from different industry verticals and this is considered to be one of the fastest growing software platforms in the world.

The acquisition will further strengthen the leadership position of Oracle Marketing Cloud in the global market and substantially increase engagement and revenues for the company. It's estimated that Maxymiser optimizes more than 20 billion customer experiences per month.

The brands that utilize Maxymiser's services include Lufthansa, Wyndham, HSBC, Tommy Hilfiger, Allianz, etc. 

Tim Brown, Chief Executive Officer, Maxymiser, said: "We're excited to join Oracle and bring these capabilities to help extend Oracle Marketing Cloud."

Oracle Marketing Cloud along with Maxymiser would help organizations delivering requirements of customers without any guessing exercise.

The addition of Maxymiser's technology will eventually further strengthen Oracle Marketing Cloud that helps business organizations, enterprises and varied business activities to meet the requirements of what customers need across all digital channels and devices. 

Thomas Kurian, President (Product Development), Oracle, said: "Companies are increasingly seeking innovative ways to differentiate their brands, while increasing both RoI and loyalty based on optimized customer experiences." 

Maxymiser specializes in A/B testing that enables marketing professionals to offer several options to prospects, to see which gets the best response. A/B testing helps organizations identify what existing customers or prospective ones get pitches what really attracts them and what actually irritate them.

"Our mission is to empower enterprises to use data science to systematically test, discover and predict what customers want and deliver uniquely tailored experiences," adds Brown. 

Constellation Research founder and Principal Analyst Ray Wang commented that it was a smart buy for Oracle.

Maxymiser's technology and tools enable marketing professionals for better interaction with customers. Most of the marketing campaigns end up in being categorized as spam.

Whereas, Maxymiser's tools help marketing professionals customize or tailor the message to the targeted customers so that they can respond to the messages instead of ignoring them or being annoyed.

Maxymiser's technology makes all the tools and software platforms such as customer relationship management (CRM) used by marketing professionals much easier and more comfortable. 

Marketing professionals need to evaluate several channels and settings to read customers' experiences and requirements. Right from mobile devices to desktops / laptops to cars, it's a massive task for marketing professionals to get to know about the customers' priorities.

Maxymiser's technology comes into the picture of how to quantify this tedious task. There are other tools available in the market.

For instance, Adobe has tools, but not in an integrated manner. Maxymiser offers integrated tools across different settings and channels. This is what exactly helps the marketing professionals to quantify the journey and overlaying digital marketing. This also helps customers to know what they really want and what doesn't suit them.