Aton analyses data across the first-party infrastructure – including website data, purchase transactions, CRM, data lake or any other data source – and uses Affinio’s AI-based segmentation and visualisation tech to identify common customer patterns. These include purchase behaviour, content consumption, web surfing patterns or travel preferences.

Tim Burke, Affinio co-founder and CEO, said: “Aton is the platform that will allow enterprises to democratise data science across their organisations and gain an unprecedented level of performance from their data assets.”