Oracle acquires loyalty startup

Oracle seeks to extend its customer experience capabilities with the purchase of CrowdTwist.

The enterprise technology provider has signed an agreement to acquire CrowdTwist, a privately-held, New York-based customer loyalty solution vendor, for an undisclosed sum. CrowdTwist’s cloud-native solution offers over 100 out-of-the-box engagement paths, designed to enable marketers to develop a more complete view of the customer. 

Upon the close of the acquisition, the CrowdTwist team will join the Oracle Customer Experience (CX) Cloud organization. According to Oracle, specific solutions it plans to integrate CrowdTwist functionality with include Oracle Responsys personalized interaction module, Oracle CX Unity customer intelligence platform, Oracle Eloqua marketing automation software, and extension of current integrations with Oracle’s industry-specific retail, hospitality, and food & beverage applications.

"Oracle is taking a unique approach to the customer data platform space, enabling the application of intelligence across every customer touchpoint," said Rob Tarkoff, executive VP, Oracle. "CrowdTwist's leading loyalty platform will significantly augment Oracle CX's ability to help our customers build more meaningful relationships with their customers."

"The combination with Oracle validates CrowdTwist's world-class technology, employees and customers," said Scott Matthews, CEO of CrowdTwist. "We could not have found a more compelling partner to advance our vision of customer loyalty at scale."