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In addition to making its recent funding official, marketing technology startup Data Logix Inc., born in Cambridge by General Catalyst partner Robert Gierkink, has merged with Colorado-based company NextAction, with plans to be headquartered in Westminster, Colo.
As part of the deal, Eric Roza, president of NextAction, will be president of the new entity with yet another name, DataLogix Inc. Gierkink will remain as chairman and CEO of the company, but he will continue to be based in the Boston area, according to a DataLogix spokesperson.
The merger gives DataLogix access to NextAction’s retail targeting product suite called NextAction Direct, and its digital ad network and data platform, Affiniti Digital. According to DataLogix, NextAction Direct is the largest database of SKU-level consumer purchasing behavior, and Affiniti Digital is an online ad platform that taps into data from companies such as Nielsen and Polk to better target ad campaigns.
In October, Data Logix landed $15 million of a planned $18 million first financing round, according to federal documents. Listed as a director is General Catalyst partner George Bell who, prior to joining General Catalyst, was CEO of Upromise Inc., the country’s largest college savings service, which was sold in 2006 to Sallie Mae.
Also serving on the DataLogix board will be Tim Connor from Boulder, Colo.-based Sequel Venture Partners, NextAction’s majority investor prior to the merger.
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