Datalogix Nabs Further $45m

US-based online / off-line purchasing data firm Datalogix has closed a $45m round of funding, which it will use to finance the expansion of its suite of audience and measurement products.

The firm, which has offices in New York City; Westminster, CO; Birmingham, MI; San Francisco; and London, UK, operates an audience and measurement platform which it says tracks behaviour representing over $1 trillion dollars in consumer spending. In January, the company launched a service through which brands can reach current or potential customers on Twitter, through an anonymized match of off-line postal address, e-mail and other data from their in-house customer files.

New funding has been led by Wellington Management Company, with participation from existing investor Institutional Venture Partners. In a statement, Datalogix said the latest round is incremental to the undisclosed amount of investment funding it raised from Breyer Capital in April.

CEO Eric Roza (pictured) comments: 'We see a growing opportunity to enhance marketing by tightening the connection between media exposures and consumer product purchases, and this funding will be put to good use in building the dialog between brands and their best customers and prospects. We are thrilled to welcome Wellington Management to our existing shareholder base.'

Web site: www.datalogix.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.