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The Wall Street Journal: Salesforce agrees to buy data startup Krux in $700 million deal

Salesforce.com Inc. agreed to acquire San Francisco startup Krux, in a bid by the cloud-software giant to bolster its marketing-data and analytics segment.

Salesforce CRM, -1.14% is paying about $700 million, split equally in cash and stock, for closely held Krux, according to people familiar with the acquisition.

Krux is a six-year-old firm that provides companies with information enabling them to hone their marketing and advertising. The company, which already has a partnership with Salesforce, mines data across the internet and analyzes it to better understand and target customers.

Krux will supplement Salesforce’s increasing artificial-intelligence capacity in its so-called marketing cloud, Salesforce product head Alex Dayon said in an interview.

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