Krux is a data management platform that helps businesses collect, analyze, and utilize customer data effectively. It allows companies to create a unified view of their customers by integrating data from various sources, such as websites, mobile apps, and social media. This enables businesses to better understand their audience and tailor their marketing strategies accordingly. In 2016, Salesforce acquired Krux to enhance its customer relationship management (CRM) capabilities. By incorporating Krux's technology, Salesforce aims to provide its users with more powerful tools for data-driven decision-making and personalized customer experiences.