Gabey Goh
Oct 4, 2016

Salesforce acquires Krux in bid to boost data analytics

US$700 million acquisition deal touted to bolster Salesforce's ability to better identify and serve its cloud-software customers.

Salesforce acquires Krux in bid to boost data analytics

UNITED STATES - The eve of Salesforce’s annual conference Dreamforce in San Francisco kicked off with the company announcing its acquisition of Krux, a San Francisco company that provides a data-management platform to help marketers.

The deal is reportedly for US$700 million in cash and stock, with a regulatory filing from Salesforce disclosing the company’s plans to pay US$340 million as the cash portion.

In a bid by the cloud-software giant to bolster its marketing-data and analytics segment, the addition of six-year-old Krux, is intended to extend the Salesforce Marketing Cloud’s audience segmentation and targeting capabilities to power consumer marketing with even more precision, at scale.

In addition, Krux will feed Salesforce Einstein, the company’s artificial intelligence platform, with billions of new signals, enabling companies to be even smarter about their customers.

In a blog post announcing the acquisition, Krux CEO Tom Chavez called it “great news for our current and future clients, our partner network and our employees.”

“We’re trading gas for rocket fuel,” he added.

Dreamforce 2016 kicks off on Tuesday, 4 October, and the company expected to make a slew of announcements around the expansion and enhancement of its existing product portfolio.  

Related Articles

Just Published

2 hours ago

MediaCom's Josh Krichefski takes on global COO role

He will continue existing responsibilities as EMEA chief executive, but plans to spend much time on APAC and the US.

2 hours ago

Hyundai Motor marketer sees India overcoming ...

The director for sales, marketing and service in India relates how digital launches are helping the company navigate the 'new normal'.

2 hours ago

Havas Q2 organic revenue dives 18%

Asia-Pacific records sharp declines, but healthcare is a bright spot.

11 hours ago

Singpost celebrates the mailwoman as an unsung hero

A sweet new film to highlight the (often thankless) contributions of mailpersons.