Catalina Marketing distributes targeted, behavior-based communications to consumers for consumer goods companies, pharmaceutical manufacturers, and their respective retailers. Catalina leverages actual purchase data to better understand consumer preferences and more effectively market to them in-store. During its 20 year history, Catalina has become the global leader in behavior-based marketing solutions and today reaches over 300 million shoppers and patients weekly. In 2007, HFCP VI completed a $1.7 billion buyout of the company.