After the hype of recent years, we saw big data related deals become an important theme for M&A in 2014. We expect to see more activity in this space over the next few years.
behavioral data acquisitions made up almost 1/4 of total disclosed 2014 M&A by the three firms. Oracle’s Datalogix acquisition came just 10 months after its acquisition of consumer data aggregation platform BlueKai for a reported $400M for Oracle’s Data Cloud. 2014 also saw the behavioral data acquisitions of Silverpop for $250M-$300M by IBM, now its IBM Silverpop product, and SeeWhy by SAP for Hybris, its personalized marketing product.