Dive Brief: 

• Oracle has acquired Micros Systems for $5.3 billion. 
• Micros' point-of-sale technology will help Oracle make advances in the retail and hospitality marketing spaces.
• Oracle will also see a boost in mobile, social, and big data from the acquisition. 

Dive Insight: 

In the past few years, Oracle has been on an acquisition spree to boost its capabilities and expand its marketing suite offerings. The Micros Systems acquisition follows purchases like BlueKai, Responsys, and Eloqua in the past few years. Certainly, Oracle is set on continually building out its marketing suite's foundation.