Integrating Custora’s functionality with the Amperity platform will give Amperity enterprise scale and flexibility to help predict customer behaviour and maximise the reach of campaigns.

Kabir Shahani, CEO of Amperity, said: “Together, we’ll be one platform that provides brands an enterprise-scale solution – a true customer 360 with deep analytics and insights – to help users more effectively deliver relevant, meaningful communications to their customers.

“We’re thrilled to officially be bi-coastal with Custora becoming our second headquarters outside our hometown of Seattle, in New York City.”

Custora was founded by Corey Pierson and Jon Pospischil. Pierson said: “This is the type of acquisition where we’re not going anywhere, things are going to only get better. We’ve partnered with Amperity across several shared customers, and in our eight years of working with customer data, it is the first and only platform we’ve come across that truly solves the elusive ‘customer 360’ challenge.

“Our intention is to merge and evolve our technologies. As our joint customers have already seen, when you layer Custora on top of a stronger customer 360 foundation, we’re able to surface sharper customer insights and more effectively help activate insights to grow customer lifetime value.”