Shopper Data Firm Spire LLC is Acquired by Datalogix

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March 3, 2014

SOUTHPORT, CT - Carter Morse & Mathias ("CMM") is pleased to announce that Spire LLC ("Spire") has been acquired by Datalogix Holdings LLC, the leading data platform that connects digital adverting to offline sales. Carter Capital Corporation, a CMM affiliate, served as Spire's exclusive financial advisor for the transaction. Terms of the cash and stock deal were not disclosed.

Spire, located in Monroe, Connecticut, is an industry leader in quantitative Shopper Intelligence providing advanced analytics, loyalty card data access and targeted marketing program development and execution to both retailers and manufacturers. The Spire Grocery Shopper Panel is one of the largest multi-retailer grocery panels in the United States with transaction data from 24 Grocery banners, 2,100+ stores, over 30 million households and billions of annual transactions. Spire utilizes this loyalty card purchase data, often combined with other data sources, and cutting edge analytical processes to deliver unique and meaningful shopper insights.

Spire will continue to be managed by the company's founders, Paul Taylor, Brian Ochs and Jim Simon, all of whom will become part of Datalogix's Retail and CPG group. Paul Taylor, CEO, said "We are excited to have Datalogix as our new partner as we embark on the next stage of growth. Datalogix's expertise in the online and offline audience targeting will allow us to help our retail partners and major CPG companies through more effective target marketing and purchase measurement activities." Brian Ochs, COO, added "We are looking forward to becoming part of the Datalogix family and are enthusiastic about our joint prospects for growth."

Backed by General Catalyst Partners, Institutional Venture Partners, and Sequel Venture Partners, Datalogix, based in Westminster, Colorado, is the leader in purchase-based audience targeting driving measurable online and offline sales. Its data includes almost every U.S. household and more than $1 trillion in consumer transactions. Rob Holland, General Manager, CPG at Datalogix, said "The addition of Spire's data, analytical expertise and service portfolio to our online and offline audience tracking and targeting services creates a compelling value for our combined retail and CPG clients and extends to all of our other partners as well."

Ramsey Goodrich, Managing Director of CMM, explained, "This transaction is another example of our expertise in executing mandates with dynamic growth companies in the middle market. We worked closely with Spire's executive team to best position the company within its growth markets and maximize value, both today and for the future with a complementary and synergistic strategic partner."

Spire was also advised by Martin LLP, based in Stamford Ct., and the accounting team from Marcum LLP, based in New Haven, Ct. Datalogix was advised by Cooley LLP in Boston and the accounting team from Dixon Hughes & Goodman.

About Carter Morse & Mathias

Founded in 1987, Carter Morse & Mathias, based in Southport, Connecticut, is a full service investment-banking boutique that provides the highest quality corporate finance advisory services to outstanding closely-held entrepreneurial and middle-market companies. CMM provides a full range of investment banking services, including sell-side advisory, raising capital, buy-side advisory, and valuation services. CMM is a charter member of AICA, an international network of M&A professionals in over 20 countries in the Americas, Europe, Asia and the Middle East. For more than 27 years, CMM professionals have helped hundreds of business owners to conceive, initiate, structure and close M&A and capital transactions. CMM's Broker/Dealer affiliate, Carter Capital Corporation, is a FINRA member firm registered with the SEC and SIPC.

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