Datamerge but including background colour from excel

InDesign doesn't datamerge 'excel' files.

It datamerges CSV or TXT files etc. 

And these are plain files

For the data merge to work it has to have a column denoting the colour value as that would be the data 

I'm presuming the colour is coding based on a value or a set of data? 

If that's the case there might be a way to target the text with that Data to apply a background colour based on that set of data

And this might be done with a script - or another method.

It's difficult to know without seeing what you're working with.