Datalogix
Datalogix was a US-based marketing data analytics company that matched digital media exposure with offline consumer purchasing data to deliver closed-loop campaign measurement and attribution insights to brands, agencies, and other marketers.
- Company typePrivate
- Founded2002
- HeadquartersWestminster, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Datalogix does
Datalogix was a US-based marketing data analytics company founded in 2002 and headquartered in Westminster, Colorado. The firm built a data platform connecting digital media exposure with offline consumer purchasing behavior, enabling marketers, brands, and agencies to evaluate advertising effectiveness through closed-loop measurement that tied online ad exposures to retail transactions. Its core technology aggregated and matched anonymous customer-level purchase records from retailers and other data partners with digital ad exposure and engagement signals, producing proprietary audience and attribution datasets.
The company scaled through multiple late-stage venture financings, raising approximately $86.5M across rounds between 2009 and 2014. A Series 2 of $25M closed in April 2013 (led by IVP, with Costanoa Ventures, General Catalyst, and Sequel Venture Partners), followed by a Series 3 of $45M in May 2014 (led by Wellington Management, with IVP). Earlier rounds included a Series 2 of $15M in October 2009 (led by General Catalyst) and a smaller 2012 financing. Reported headcount is in the 501-1000 range, consistent with a mid-to-large enterprise data infrastructure operation. Specific revenue, pricing model, named customer logos, and customer segment mix are not disclosed in available sources.
Datalogix pursued inorganic capability expansion through the September 2012 acquisition of Connection Engine for an undisclosed amount. Strategic participation by Breyer Capital in April 2014, alongside secondary market activity via SharesPost Investment Management in August 2014, are consistent with a company approaching a liquidity event. The datalogix.com domain currently displays an Oracle error page, indicating a post-period corporate transition under Oracle ownership consistent with the run-up to an exit.
Datalogix firmographics
Firmographics- Name
- Datalogix
- Website
- https://datalogix.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Acquired
- Headcount range
- 501–1,000 employees
- Short description
- Datalogix was a US-based marketing data analytics company that matched digital media exposure with offline consumer purchasing data to deliver closed-loop campaign measurement and attribution insights to brands, agencies, and other marketers.
- Ownership category
- akta.pro rank
Datalogix industry classification
Industry- Product category
- Marketing Analytics
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)
- SIC
- Services-Computer Processing & Data Preparation (7374), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)
- akta.pro secondary industries
- Data Monetization & Data Products Services (BPAEAHAL), Data Sharing, Data Exchange & Data Marketplace Platforms (HDAEABAH)
Keywords
Where Datalogix is headquartered
LocationHeadquarters
- HQ city
- Westminster
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Datalogix business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- OT Security Services: Operational technology security services for enterprise customers in life sciences, pharmaceuticals, manufacturing, and critical national infrastructure sectors. Services include securing IT and OT convergence for customers.
Go-to-market motion1 record
Distribution channels1 record
Datalogix product offering
Product offeringCore offering
Datalogix uses digital media and offline purchasing data to provide analytics and meaningful insights to marketers. The company aggregates consumer purchase data from retailers with digital media exposure information to help brands and advertisers measure advertising effectiveness, target audiences more precisely, and connect online ad exposure to offline buying behavior.
Product overview
Datalogix is an operational technology (OT) business with over 20 years of experience serving enterprise customers across Ireland, the UK, and the US. The company specializes in secure OT infrastructure for life sciences, pharmaceuticals, manufacturing, and critical national infrastructure sectors. Datalogix operates as a single core offering focused on OT infrastructure security and services, which was acquired by Ekco to be integrated into their security division.
Differentiator
Problem solved
Functional benefit
Products and services
- Datalogix Marketing Analytics Platform Analytics and audience platform that aggregates digital media exposure data with offline point-of-sale purchase data to provide measurement, attribution, and audience targeting capabilities for advertisers, brands, and agencies.
- Connection Engine Marketing data and connectivity technology acquired by Datalogix to enhance its ability to link consumer purchase data with digital media and other data sources for marketers.
Companies that use Datalogix
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles1 record
Datalogix technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Datalogix partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- EkcocoreEkco, a Dublin-based managed security service provider, acquired Datalogix to integrate it into Ekco's security division. The acquisition supports Ekco's strategy to build a security-first unified MSP platform across Europe. Datalogix brings over 20 years of OT expertise and extends Ekco's capabilities to secure IT and OT convergence for customers in life sciences, pharmaceutical, manufacturing, and critical national infrastructure sectors.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Datalogix competitors and assessment
Company assessmentDirect peers
- Catalina Marketing: Catalina operates retailer-side purchase data assets and targeting capabilities used by CPG marketers, making it a direct functional peer in the offline purchase-data monetization space.
- IRI: Information Resources Inc. operates large-scale consumer purchase datasets (e.g., InfoScan) used for CPG measurement and targeting — a comparable data-asset business to Datalogix, though more retail-panel oriented.
- Acxiom (LiveRamp): Acxiom's marketing services division (now LiveRamp) was a direct competitor to Datalogix in consumer data and audience targeting for marketers, operating a similar data-driven marketing model and serving overlapping CPG/retail advertisers.
- comScore: comScore provides digital audience measurement and analytics, a comparable offering to Datalogix's digital media measurement side and a frequent partner/competitor for cross-platform media analytics.
- Nielsen Catalina Solutions: A joint venture that links TV/media exposure to actual retail purchase data, the most direct functional analog to Datalogix's offline-online linkage model for CPG advertisers.
- Merkle (Dentsu): Merkle is a data-driven marketing services firm with substantial customer data platform capabilities, overlapping with Datalogix's audience targeting and analytics services for enterprise marketers.
- Experian Marketing Services: Experian's marketing services division sells consumer demographic and purchase-intent data for audience targeting, overlapping with Datalogix's value proposition of linking consumer attributes to marketing outcomes.
- Epsilon Data Management (Publicis): Epsilon operated one of the largest consumer databases for targeted marketing, directly comparable to Datalogix in providing audience data and analytics to enterprise marketers across similar verticals.
Broad incumbents
- BlueKai (Oracle): Oracle's BlueKai data management platform operated in the same audience-data space as Datalogix and was eventually integrated with Oracle's broader marketing cloud — a broader incumbent with overlapping capabilities.
- Nielsen Holdings: Nielsen is a broad incumbent in media and consumer measurement, with overlapping capabilities in audience measurement and analytics, though it serves a wider portfolio beyond Datalogix's purchase-data focus.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Datalogix social profiles
Digital presenceDatalogix financial estimates
Financial estimateRevenue estimate
Valuation estimate
Datalogix leadership team
Management profileNumber of profiles
Profiles1 record
Datalogix funding detail
Funding detailFunding overview
Funding rounds6 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Datalogix M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Datalogix
What does Datalogix do?
Datalogix uses digital media and offline purchasing data to provide analytics and meaningful insights to marketers. The company aggregates consumer purchase data from retailers with digital media exposure information to help brands and advertisers measure advertising effectiveness, target audiences more precisely, and connect online ad exposure to offline buying behavior.
Is Datalogix a public or private company?
Datalogix is a private company. It is classified as corporate owned and is currently acquired.
When was Datalogix founded?
Datalogix was founded in 2002. It employs 501 to 1,000 people.
Where is Datalogix based?
Datalogix is headquartered in Westminster, United States, in the North America region.
How does Datalogix make money?
One revenue line is on record: OT Security Services.
Who are Datalogix's main competitors?
Direct peers on record are Catalina Marketing, IRI, Acxiom (LiveRamp), comScore, Nielsen Catalina Solutions, Merkle (Dentsu), Experian Marketing Services and Epsilon Data Management (Publicis). Broad incumbents are BlueKai (Oracle) and Nielsen Holdings.
Does Datalogix have an API?
No public API is recorded for Datalogix.
What industry is Datalogix in?
Datalogix's product category is Marketing Analytics. Its primary akta.pro industry code is BPAFAKAF, Marketing Database & Contact Data Providers (B2B/B2C Lists), with a secondary code of BPAEAHAL, Data Monetization & Data Products Services. Its NAICS code is 518 and its SIC code is 7374.