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What: Analytics company Datalogix has raised US $45 million in a  funding round led by Wellington Management Company. Datalogix collects real-world sales and costumers’ data and sells that information to advertisers who anonymously target consumers online, for digital marketing campaigns.
Why it matters: Datalogix is planning to use the funds to improve its set of audience and measurement products for a growing list of customers.

imagenThe analytics company Datalogix, known for its ad partnerships with Facebook and Twitter, has raised a US $45 million series C round, to improve its set of services that help advertisers target consumers. Datalogix is preparing for an upcoming initial public offering later this year.The financing round was led by Wellington Management Company and joined by existing investor Institutional Venture Partners. The company raised US $25 million last month backed by venture capitalist Jim Breyer’s Breyer Capital. Sequel Ventures is also a shareholder.

Datalogix collects real-world sales and costumers’ data and sales that information to advertisers who anonymously target consumers online, for digital marketing campaigns. This data also allows digital ad sellers like Twitter and Facebook to measure the sales impact of their ads for marketers.

According to the release, Datalogix will use the funds to expand its set of audience and measurement products for a growing list of customers. Its´ database includes information about almost every U.S. household and more than US $1 trillion in consumer transactions.

The company signed a deal with Facebook in 2012, similar to that with Twitter,that gives marketers access to 300 different audience segments for targeting ads. Just by using Datalogix’s DLX OnRamp tool, clients can build out Facebook audiences,according to AdWeek. Twitter first went to Datalogix for measurement of ad campaigns, but later broadened the partnership to ad targeting early this year.

“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,” Datalogix CEO Eric Roza said in a statement.

Datalogix reports that its revenue has grown 50 percent since April 2013 with products that span video, mobile, social and display.its´main ad data providers competitors include: BlueKai, Acxiom and Epsilon.

What? Datalogix has appointed former Starcom MediaVest Group Executive Steven Wolfe Pereira as CMO.
Why it matters? Datalogix is a data company that connects digital advertising with offline sales. Wolfe Pereira will assume global responsibility for Datalogix’s brand advertising, corporate communications, and product and vertical marketing initiatives.

DATALOGIX PEREIRADatalogix announced that it has named former Starcom MediaVest Group executive Steven Wolfe Pereira as Chief Marketing Officer (CMO) for the company.

Prior to joining Datalogix, Wolfe Pereira served as Executive Vice President of MediaVest and the Managing Director of its multicultural agency MediaVest Multicultural (MV42 degree). He will join the company in early December and be based in San Francisco, California.

As CMO at Datalogix, Wolfe Pereira will assume global responsibility for Datalogix’s brand advertising, corporate communications, and product and vertical marketing initiatives. In addition, he will also lead Datalogix’s global agency partnerships & development.

“Datalogix is at an inflection point as the advertising industry realizes the value of purchase-based data and the importance of focusing on buyers rather than clickers,” said Eric Roza, CEO of Datalogix. “With Steven’s experience and relationships in the advertising, media and technology industries, he is the perfect fit to lead Datalogix’s marketing and communications efforts.”

“Business leaders need to prove that their marketing efforts work,” said Wolfe Pereira. “In the digital era, everything can be measured, so marketers want to shift the conversation from impressions and clicks to buyers and sales. By partnering with advertisers, agencies, adtech companies, and publishers, Datalogix is in a unique position to help all facets of the industry build, reach and measure purchase-based audiences. I’m proud to join the Datalogix team to help accelerate growth for clients, partners and the company.”

With close to 20 years of industry experience, Wolfe Pereira has held executive positions in advertising, media and technology at some of the world’s leading companies. Wolfe Pereira has advised CMOs and business leaders of Fortune 100 companies including The Coca-Cola Company, Kraft Foods, Microsoft, Procter & Gamble and Walmart on media strategy, content marketing, and corporate innovation. Wolfe Pereira has also held leadership positions at firms including Univision Communications and Akamai Technologies.

Wolfe Pereira graduated Cum Laude with Highest Thesis Honors from Tufts University with a BA in International Relations. A Fulbright Scholar, Wolfe Pereira also completed the Greater Boston Executive MBA Program at the Massachusetts Institute of Technology’s Sloan School of Management. Wolfe Pereira serves on the board of directors of the National Association for Multi-Ethnicity in Communications (NAMIC), the New York City Economic Development Corporation (NYCEDC) and Sponsors for Educational Opportunity (SEO).