Oracle has acquired Datalogix, adding another powerful data tool to its marketing technology offering.

Datalogix connects offline data to digital marketing efforts, allowing marketers to target ads based on products consumers bought -- even drilling down to a specific size of diapers, for example. A deep integration between Datalogix and Oracle's marketing automation software could create valuable personalization options, which Oracle is betting marketers will want.

"The combination fundamentally transforms marketing automation," said Oracle in a press release. "From executing campaigns to being able to correctly identify consumers, target them accurately with digital campaigns, allow marketers to measure which campaigns and channels are effective, and optimize how they reach consumers and spend their campaign resources,"

The terms of the deal were not disclosed. But Oracle has spent a reported $3 billion dollars on marketing technology over the past three years, taking it from a marketing non-factor to a player to be reckoned with.

Growing marketer software budgets are forcing legacy software companies like Oracle -- which built itself into a multi-billion conglomerate by catering to IT professionals -- to pay more attention to the marketing function. Not only are marketers spending more, they're also influencing technology decisions across the organization.

"The CMO's role is going to be more important next year than it is this year, and more important the year after that," said Oracle founder Larry Ellison in an interview with Ad Age this summer.

This is Oracle's second acquisition of a marketing data company this year. It acquired the data management platform BlueKai in February.

Both acquisitions are meant to give marketers the ability to message to their prospects and customers in a smarter way, personalizing communication to databases that can appear amorphous on their own.

The acquisition comes after a strong earnings report last week, where Oracle beat Wall Street expectations after three straight quarters of falling short. It's also Oracle's second acquisition of a company called Datalogix, the first, of a manufacturing software company, occured in 1996.