Radius and LeadSpace Merge as Predictive Analytics Category Restructures

Predictive analytics vendors Radius and LeadSpace have announced a merger agreement. Both firms originally sold B2B lead scoring but have shifted their focus to B2B data. The deal reflects a divergence in B2B predictive analytics: Lattice Engines last week announced a CDP that reflects a similar focus on data, while 6Sense recently purchased ZenIQ, which pushed it more towards marketing execution. As Scott Brinker and Anand Thacker pointed out last week in their MarTech Conference keynote, the stand-alone predictive analytics category has been shrinking as machine learning is embedded nearly everywhere.