Salesforce-300x210Salesforce.com Inc. has agreed to acquire San Francisco startup Krux, in a bid by the cloud-software giant to bolster its marketing-data and analytics segment, the Wall Street Journal reported.

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

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

The acquisition will also allow joint customers of Salesforce and Crux to feed “billions of new signals” to Salesforce Einstein, a suite of AI-based tools for building predictive models, Krux CEO and co-founder Tom Chavez wrote on the company blog.

[Editor’s Note: Salesforce is a GeekWire annual sponsor.]

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