One of the insightful things that has been said to me recently came from an independent consultant working at a major FMCG client. He said: “The problem here is that we have some people who are world-class at marketing to the masses, but they haven’t got a clue about how to speak to a customer.”
Apigee, the mobile API management firm, has acquired big data analytics company InsightsOne.
InsightsOne's technology will be offered as part of Apigee's integrated digital business platform for mobile apps, APIs and data analytics by mid-2014, said the merged Californian companies.
The existing Apigee big data/API platform is used by the likes of eBay, Shell and Marks & Spencer.
"Success in today's mobile-first digital world requires a single vision that spans and connects business and technology," said Chet Kapoor, Apigee CEO. "In this new world the business intelligence and context gleaned through the massive amount of big data available about customers, products and developers must be tightly integrated with technology infrastructure to effect real change."
InsightsOne delivers big data predictive intelligence products to marketers and customer service organisations serving the healthcare, financial services, telecommunication and ecommerce sectors.
The InsightsOne technology is based on open-source Hadoop software and an in-memory real-time processor.
Waqar Hasan, InsightsOne CEO, will join Apigee's executive team. The value of the acquisition has not been disclosed.