Wednesday 11 January 2023

UK-based data creation and behavioral data specialist Snowplow has acquired Sydney-based Poplin Data, Snowplow's exclusive integration and enablement partner in Australia and New Zealand, the company said.

The acquisition of the data-specialist consulting firm, which helps organizations achieve a competitive advantage through deployment of sophisticated data-led strategies, has supported customers within the Snowplow ecosystem for six years.

Poplin Data was Snowplow's first global partner and has been the largest external developer of Snowplow ecosystem tools.

Since launching in 2016, the firm has excelled in executing data transformation projects and delivering modern data infrastructure platforms for enterprise and SMB customers.

Poplin Data has extensive Snowplow domain experience and a particular focus on media and retail marketing solutions, including algorithmic attribution - a modern technique for marketing attribution - which they bring to Snowplow's data-modeling capabilities.

The Sydney location continues Snowplow's international expansion, following the opening last year of its HQ2 in Boston, Massachusetts, and the addition of a team in Berlin, Germany, to serve its growing customer base in the DACH region.

Terms of the acquisition were not disclosed.

Snowplow generates, governs and models behavioral data, ready for use in AI, ML, and Advanced Analytics applications.

When integrated with other tools from the modern data stack, Snowplow can power a wide variety of advanced use cases, allowing organizations to drive business value with behavioral data.

Data products built on top of Snowplow include the composable CDP, first-party digital analytics and ML-powered churn reduction for subscription businesses.