Enterprise giant Oracle Corp. has made a new acquisition in the shape of Maxymiser, which offers cloud-based software for marketers to test, target and personalize what customers see on web pages, for an undisclosed fee.

Specifically, Maxymiser offers what’s called multivariate and A/B testing, which allows companies to try out different versions of a Web page and see which one delivers the best results. It also offers personalization software that builds automated customer profiles that tap into algorithms which can predict the most optimum tailored experience for site visitors.

“Our mission is to empower enterprises to use data science to systematically test, discover, and predict what customers want and deliver uniquely tailored experiences,” explained Maxymiser CEO Tim Brown in a Q&A on the company’s website.

Although relatively unknown, Maxymiser’s platform optimizes some 20 billion customer experiences each month. It’s customers include brands like Allianz, HSBC, Lufthansa, Tommy Hilfiger and Wyndham.

Oracle was interested in Maxymiser because it wants to integrate its testing and personalization software into its own Oracle Marketing Cloud, which is a rival to Salesforce.com, Inc’s leading sales and marketing platform.

The acquisition fits in with Oracle’s tried and testing strategy of buying up dozens of startups and smaller companies to quench its thirst for growth. Oracle regularly acquires companies like Maxymiser, before taking the best bits from the services they offer and building them into its own products and services.

Some examples include Oracle’s buy of Collective Intellect Inc., a provider of cloud-based social intelligence solutions that enable organizations to monitor, understand and respond to consumers’ conversations on social media platforms such as Facebook and Twitter.. One year later, Oracle splashed out $1.5 billion to acquire marketing software maker Responsys, while in 2014 it bought out Datalogix Inc., which supplies consumer spending information for use in analytics.

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