Datalogix Nabs $45 Million Funding Round

Digital sales tool aims to justify offline impact

Datalogix has raised $45 million to beef up its set of services that help advertisers close the loop between online promos and offline sales.

The data marketing company counts automotive, retail and packaged-goods brands as clients that appear to be becoming more interested in how online budgets stack up to actual conversions as digital ad budgets continue to increase. Datalogix reports that its revenue has grown 50 percent in the past year with products that span video, mobile, social and display.

Social, in particular, is a big emphasis for Datalogix. The company inked a deal with Facebook in April that gives marketers access to 300 audience segments for targeting ads. Clients can then use these tools to build out Facebook audiences using Datalogix’s DLX OnRamp tool. A similar partnership with Twitter also exists.

“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.

Competitors in this space include BlueKai and Epsilon.

The financing was led by Wellington Management Company and is joined by Institutional Venture Partners. The company raised $25 million last month backed by venture capitalist Jim Breyer’s Breyer Capital. Sequel Ventures is also a shareholder.