After losing a bidding war for LinkedIn and recently being identified as a potential Twitter (TWTR - Free Report) buyer, Salesforce (CRM - Free Report) is continuing its M&A activity with a $700 million takeover of marketing-data and artificial intelligence company Krux Digital.
Krux is a San Francisco-based startup that builds cloud-based data management software. Its technology tracks and analyzes data to learn about its clients’ preferences, and the company currently counts Kellog (K - Free Report) , ConAgra (CAG - Free Report) , Mondelez (MDLZ - Free Report) , and Time Warner (TWX - Free Report) among its customers.
“Krux will extend the Salesforce Marketing Cloud’s audience segmentation and targeting capabilities to power consumer marketing with even more precision, at scale,” wrote Krux co-founder Tom Chavez in a blog post. “Krux and Salesforce together will empower every company to deliver more relevant and valuable consumer experiences across every touchpoint.”
The takeover comes as Salesforce kicks off its annual “Dreamforce” conference this week in San Francisco. It also comes in the wake of Salesforce’s purchases of Demandware and Quip earlier this year. Those business cost the software giant $2.85 billion and $582 million, respectively.
Salesforce’s M&A activity has been aggressive recently too. Despite seemingly losing LinkedIn to Microsoft (MSFT), the company has not given up on its desire for the business-based social media site. Last week, it asked the European Commission to block the Microsoft bid over anti-competition concerns.
As mentioned above, Salesforce has also been mentioned in the most recent round of Twitter buyout rumors. For more on that particular move, check out the most recent episode of the Zacks Friday Finish Line podcast:
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