Amperity announced today that it’s acquiring another company in the customer data business, Custora.

Amperity co-founder and CEO Kabir Shahani told me that Custora’s technology complements what Amperity is already offering. To illustrate this point, he said that customer data tools fall into three big buckets: “The first is know your customer, the second is … use insights to make decisions, the third is … activate the data and use it to serve the customer.”

Amperity’s strength, Shahani said, is in that first bucket, while Custora’s is in the second. So with this acquisition (Amperity’s first), the existing Amperity technology will become the Amperity Customer 360, while Custora is rebranded as Amperity Insights.

The products can still be used separately, but Custora CEO Corey Pierson

Read More At Article Source | Article Attribution