Connections
Salesforce Buys Krux
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Salesforce continued its string of acquisitions Oct. 3, spending an estimated $700 million for data management platform company Krux, giving Salesforce technology that will help it extend its audience targeting capabilities.
Krux will add “billions” of new data points to Salesforce’s Einstein AI platform, according to Tom Chavez, CEO and co-founder of Krux.
“As a part of the Salesforce ecosystem, we’ve had the opportunity to work closely with the Salesforce team to create integrations that make our customers even more successful,” he wrote in a blog post. “Beyond the strategic and technology fit, we believe our companies’ core values, which include innovation, trust, transparency, and most importantly customer success, are in perfect alignment and offer an exciting foundation upon which we can continue building the industry’s smartest marketing cloud.”
Krux’s platform gathers consumer data in real time across various sources, devices, screens and channels, and offers tools to analyze the data using data processing technologies like Spark, Kafka and Hadoop. It then directs data to enable personalized experiences on channels and devices.
“We’re trading gas for rocket fuel,” Chavez wrote. “Being part of Salesforce gives us the opportunity to pursue our mission of driving more relevant and valuable consumer experiences by putting people data to work, with greater reach and impact than ever before. We will continue to deliver world-class enterprise data infrastructure and breakthrough business results for our clients. We’ll now be able to do so faster by leveraging the global reach and resources of Salesforce.”
Coming into its Dreamforce event Oct. 4, Salesforce has spent billions on acquiring n array of companies in 2016, including PredictionIO, Implisit, Demandware, Quip, BeyondCore and Gravitytank.
