Spire LLC, a division of Cogset Holdings LLC, is an industry leader in quantitative Shopper Intelligence providing advanced analytics, loyalty card data access and targeted marketing program development and execution to retailers and manufacturers. The Spire Grocery Shopper Panel is one of the largest multi-retailer grocery panels in the United States with transaction data from 24 Grocery banners, 2,100+ stores, over 30 million households and billions of annual transactions. Spire utilizes this loyalty card purchase data, often combined with other data sources, and cutting edge analytical processes to deliver unique and meaningful shopper insights.
The three founders of Spire were seeking a strategic partner who could accelerate their growth while continuing deliver value to their retail partners and consumer product manufacturer clients. Furthermore, they were seeking a partner that could leverage their proprietary data and analytics to deliver highly targeted marketing programs for these groups.
After CMM ran a limited auction process, the founders chose Datalogix as its synergistic partner. Datalogix, a company backed by General Catalyst Partners, Institutional Venture Partners and Sequel Venture Partners, focuses both on digital-ad targeting based on prior purchase history and evaluating how digital ads affect purchase. The terms of the cash and stock deal were not disclosed. The addition of Monroe, Conn. based Spire brings the total workforce of San Francisco-based Datalogix to around 350, with sales "comfortably north of $100 million," said CEO Eric Roza.
Paul Taylor, CEO, said "We are excited to have Datalogix as our new partner as we embark on the next stage of growth. Datalogix's expertise in the online and offline audience targeting will allow us to help our retail partners and major CPG companies through more effective target marketing and purchase measurement activities." Brian Ochs, COO, added "After scanning the market for the best possible partner, we are looking forward to becoming part of the Datalogix family and are enthusiastic about our joint prospects for growth."