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Oracle boosts merchandising and crosschannel commerce through Endeca buy

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Oracle says it expects to improve its crosschannel commerce, merchandising and online customer experience through its acquisition of Endeca Technologies.

Oracle says the acquisition will create a “comprehensive technology platform to process, store, manage, search and analyze structured and unstructured information together.” It will combine its existing Oracle ATG commerce platform with customer experience management platform Endeca InFront, with its merchandising and content targeting tools for internet retailing.

Steve Papa, chief executive officer, Endeca, said: “With more than 600 customers relying on Endeca’s solutions to deploy unified platforms for search, guided navigation, merchandising and interactive analytics of unstructured data, Endeca is recognized for its unique approach in hybrid search-analytical technology on diverse and changing information.”

Thomas Kurian, executive vice president, Oracle Development, said: “The combination of Oracle and Endeca is extremely compelling in this changing data environment.” He said the deal would also mean applications that could use valuable unstructured data in web commerce.

The deal also brings together Oracle Business Intelligence and Endeca Latitude to create what Oracle says will be a “comprehensive business intelligence foundation and analytic applications, bringing together information from structured and unstructured data sources.”

It follows the recent consolidation trend that has seen a number of web platform owners add new technologies to their core platforms. For example, IBM bought order management in through its acquisition of Sterling Commerce, analytics through Coremetrics and most recently the Unica Corporation, while Oracle boosted its ecommerce capabilities through last year’s acquisition of ATG.

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