Cary's DataFlux buys consulting firm

DataFlux, a Cary company owned by analytic software giant SAS, is ramping up its consulting arm.

The company announced Friday that it had acquired Baseline Consulting, a Los Angeles firm that advises businesses on their data-collection needs.

The two companies have worked together for the past decade, with Baseline sometimes recommending DataFlux's technology to its customers.

The deal gives DataFlux earlier access to customers who are considering implementing some kind of data management solution, said spokesman Scott Batchelor.

DataFlux didn't disclose the terms of the deal or the number of employees included in the Baseline acquisition. Batchelor said only that it would triple the company's service division.

DataFlux, which SAS bought in 2000 for an undisclosed amount, employs less than 200 people, half of whom are located in Cary. The company had 25 employees when it was acquired by SAS.

DataFlux's technology helps businesses collect and manage data about their customers and products. The technology is complementary to SAS's analytic software, which helps companies analyze their operations and predict trends.

The explosive growth of the analytics market is leading to a wave of consolidation in an industry where many of the major players have partnership agreements.

Last month, SAS, which is sitting on more than a billion dollars in cash, acquired Assetlink, a California company whose software helps companies improve their marketing operations.

Privately held SAS is one of the largest companies in the Triangle. It employs 11,500 workers worldwide and more than 4,650 in Cary. The company's revenue increased 5.2 percent last year to $2.43 billion.