BlueKai and Datalogix Partner to Expand Purchase-Based Modeled Audiences for Brand Advertisers

Automotive, CPG, Retail and Travel Advertisers Broaden Ability to Reach "Spend-a-Like" Audiences at Scale

Apr 10, 2012, 09:00 ET from BlueKai

CUPERTINO, Calif. and WESTMINSTER, Colo., April 10, 2012 /PRNewswire/ -- Brand marketers have a new modeling resource as the result of an expanded partnership announced today between BlueKai and Datalogix. BlueKai provides the world's most complete platform for data management, analysis and acquisition; Datalogix is the leader in building purchase-based digital audiences and predictive consumer data models. Together they will offer marketers in leading verticals such as Automotive, CPG, Retail and Travel reliable high-propensity audience reach at unmatched scale by marrying BlueKai's valuable audience assets with Datalogix's modeling capabilities.

Today's announcement is important to brands seeking to bridge the gap between their digital marketing initiatives and the world of "big data." Objective research released just last week from Columbia University Business School shows that 91% of respondents agreed that successful brands use customer data to drive marketing decisions, yet only 39% were satisfied with their own company's ability to collect and disseminate that data. By combining audience data from the BlueKai Data Exchange with the customer purchase-based resources and models of Datalogix, brands can confidently access, reach and engage relevant audiences without having to rely solely on their own customer data.  The partnership will give marketers a proprietary data asset that expands on their own data in a way that is unique to each marketer.

"BlueKai is becoming the de-facto data platform," said Omar Tawakol, BlueKai chief executive officer.  "We're excited to partner with Datalogix, whose analytical chops and deep expertise in consumer purchasing behavior is unparalleled.  Through this partnership, marketers will no longer have to choose between big data and better algorithms, they can now have both."

"Marketers are looking for high-performing audiences at scale," said Eric Roza, Datalogix chief executive officer. "BlueKai pioneered the delivery of cross-vertical intent data in one integrated media-agnostic platform, and Datalogix pioneered the delivery of purchase-based digital audiences.  We are excited to leverage our experience building 'spend-a-like' models for over 1,000 direct marketers, to partner with BlueKai in advancing the state-of-the-art in delivering highly-relevant audiences at scale."

Effective immediately, the partnership will provide marketers with the ability to select BlueKai audiences or their own first party data and then expand those universes based on Datalogix modeling, which is key to reaching beyond the declared buyers at the bottom of a purchase funnel.

About BlueKai
BlueKai provides leading solutions for comprehensive data management, acquisition and analytics to maximize performance from all audience data. The BlueKai Platform™ is a complete technology solution for managing private data assets and analyzing campaign performance to maximize return on marketing dollars. The BlueKai Exchange™ is the world's largest marketplace for anonymous 3rd party audience data, with exclusive access to BlueKai Intent™ and branded data in reaching more than 200M unique users across the entire marketing funnel. As an industry leader in consumer transparency and control, BlueKai has created book-end solutions including a registry for consumers to see what marketers know about them, edit their online preferences and gain rewards through charitable donations. The privately-held company is based is based in Cupertino, Calif., and is a recipient of the 2011 OnMedia B2B Company of the Year award.

About Datalogix
Datalogix is the leader at integrating database marketing and digital media. Its mission is to leverage the power of purchase-based audiences to drive measurable online and offline sales. The company offers audience segmentation and integrated programs directly and through all leading digital media companies.  Datalogix is based in Westminster, CO, with offices in New York, Boston and Chicago.  For more information, visit