Apigee customers include eBay, Shell and Marks & Spencer
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.
In this latest episode of our Conversations over a Cuppa with CMO series, we catch up with Jane Power, who stepped into the director of marketing and transformation role at GenesisCare in April 2020.
The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.
Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.
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