Marketing data company Supermetrics has acquired customer data platform Relay42 to create a unified marketing platform that combines data integration, analysis, and customer activation in one marketer-friendly solution.
Supermetrics helps marketers collect and analyse data from different sources without needing technical skills. Relay42 specialises in understanding customer behavior in real-time and delivering personalised experiences across websites, emails, apps, and advertising.
Together, they’re building the first platform that combines data collection, analysis, and customer personalisation in one system. This means marketers can see how their campaigns perform, understand what customers want, and deliver tailored experiences, all from a single dashboard instead of juggling multiple tools.
The combined platform will help businesses track performance and revenue while automatically personalising customer experiences across all their marketing channels.
Anssi Rusi, CEO of Supermetrics, commented: “Supermetrics is the pioneer of the evolving Marketing Intelligence category, with more than 200,000 businesses, including over 650 enterprise companies, already leveraging our technology. We firmly believe that Marketing Intelligence can only truly deliver on its promise if it seamlessly combines data analysis with action. With this acquisition, we’re delivering on that promise, combining real-time data with AI decisioning and cross-channel optimisation.”
Relay42 CEO, Christiaan van der Waal, said: “Relay42 helps businesses to turn siloed customer data into personalised customer journeys that drive business growth. Now, as part of Supermetrics, we can bring this capability to thousands of marketers globally, and augment Relay42 with Supermetrics’ rich set of data integrations spanning performance marketing, e-commerce, CRM, and first-party data.”
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