Collective Intellect, which was launched six years ago by entrepreneur Don Springer (pictured), has developed a semantic analytics engine which powers two services: Collective Intellect Insight, which analyses conversations to identify emerging trends and issues, and Collective Intellect View, which feeds that data into an automated dashboard.

Collective Intellect’s customers include CNBC, General Mills, PepsiCo and Viacom, whose MTV Networks hired the firm three years ago to track social media content and conversations on its brands.

Terms of the deal were not disclosed. Oracle’s Thomas Kurian said the acquisition would allow the company to provide “a complete social experience to our customers”.

“Gaining intelligence from customer conversations across social media, and knowing customers intentions and interests helps organisations create better products and deliver better service,” said Kurian.