News Byte: Datalogix Acquires Shopper Analytics Firm
Datalogix expands supermarket customer data.
Datalogix announced today it has acquired Spire Marketing, a supermarket customer data analyst, and would make its services part of its product suite for consumer packaged goods marketers. The dollar amount of the cash and stock deal was not disclosed. Spire performs data analytics of some 30 million shoppers in the loyalty databases of several regional supermarket chains.
“Spire's direct retailer relationships will complement our existing third-party data partnerships, increase our scale, and enhance the intelligence, analytics, and services we offer clients," said Datalogix spokesperson Jessica Morel. “We also will add significant value for Spire's grocery partners by accelerating their digital marketing efforts and connecting them to sales."
Datalogix specializes in measuring and analyzing offline sales lifts resulting from digital marketing efforts.