Hasta La Creative!

Datalogix, an analytics firm perhaps best known for examining the offline sales impact from ads on Facebook and Twitter, is buying shopper-marketing firm Spire Marketing.

Terms of the cash-and-stock deal, which closed late last week, weren’t 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.

Spire handles shopper analytics for 24 regional supermarket retailers who have a combined 30 million households in their loyalty-card database, or roughly a third of U.S. households. Because most of those retailers do little digital advertising now and tend to have an under-developed web presence compared to bigger players, Mr. Roza said he also sees potential to help them move more of their advertising into digital.

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