Amperity, provider of a customer data management platform, has acquired Custora, a customer analytics firm, the firm announced on Tuesday. Terms were not disclosed.
The goal is to provide an end-to-end analytics platform, Amperity says. The combined capabilities include predictive customer insights, campaign planning, cross-channel campaign deployment, A/B testing and customer retention optimization, the company says.
The firms will focus on integrating the engineering and product teams during the first 100 days. Most of Custora’s 50 employees will remain with the company, and Amperity’s total headcount will reach 175 -- double the total for last year, the company says.
Custora’s headquarters in New York City will become Seattle-based Amperity’s East Coast headquarters.
Amperity realized that “in order to truly achieve our mission, we needed to expand our aperture to give brands more insight on their customers,” states Kabir Shahani, CEO and co-founder of Amperity.
Corey Pierson, CEO and co-founder of Custora, adds: "We have a similar mission at Custora – to help brands improve customer relationships through a deep understanding of who they are and how to connect with them as individuals.
The firms serve a combined portfolio of brands including Starbucks, The Gap Inc., Alaska Airlines, MGM Resorts, Tiffany & Co, Planet Fitness, Lucky Brand, TGI Fridays, J.Crew, Uniqlo, Kenneth Cole and e.l.f. Cosmetics.
Clients appear to approve of the merger.
As a customer of both companies, I'm looking forward to working with one team to improve our ability to identify and engage with our highest value, most loyal customers," states Michael Relich, chief operating officer at Lucky Brand.