SAS executives have provided more transparency to ongoing activities to bring data management subsidiary DataFlux closer to the core brand. The news is expected to be formalized at an analyst conference in Europe next week.

DataFlux sales were absorbed into SAS late last year, and the marketing organization has stayed intact but is now part of the larger SAS business. Since October, the DataFlux and SAS teams, including R&D, have been working more closely together, said Jim Davis, SVP and chief marketing officer at SAS.

The leadership at DataFlux, including President and CEO Tony Fisher is remaining with SAS at present and have been mapped to the greater organization, though some official roles have not been formalized. DataFlux customers were advised of the changes in an email last week from Fisher and SAS CEO Jim Goodnight and given new channels for sales, tech support and other points of contact.

Davis said the greater company will use DataFlux data management products and expertise to support the SAS product folio but stressed the unique value of DataFlux to the market.

“Just as important if not more important is that [DataFlux] continues to be a standalone opportunity for organizations regardless of whether they are pursuing SAS solutions,” Davis said. “We recognize the data and information management markets to be a tremendous opportunity for us, which is one of the reasons we brought it over.”

The DataFlux R&D unit under Scott Gidley remains intact and may gather additional data management responsibilities for SAS products addressing related technologies for data access. Gidley is already working with and will report to SAS CTO Keith Collins.

The DataFlux name will not disappear and future branding of DataFlux products will carry both names. “It is a recognized brand and we’re not going to make it disappear,” Davis said.