Recast somewhat grandiosely calls itself an “automated marketing data science platform”, although what they really do is marketing mix modeling and related forecasting, planning, and mix optimization. Still, marketers can build models for themselves. That’s kind of fun when the input data is available, which it often is not. They just announced $3.4 million seed funding on top of a $1.1 million pre-seed raise.
TheyDo also collects customer data from all sources, builds profiles, and draws insights from the results. So far as I can tell, they map journeys and measure results but don’t (yet) execute interactions. This puts them roughly in the journey orchestration category, which has been almost empty since major independents Thunderhead, Pointillist, Kitewheel, and Usermind were all bought. TheyDo just raised a €12 million ($12.7 million) Series A.
Lots of international canoodling to report today, Dear Reader. Taiwan-based CDP Appier has integrated Appier’s AI-based predictive capabilities with data analytics and visualization features of US-based Woopra, which Appier bought in September. The new module, AIRIS, will help marketers get a clear picture of customer behaviors and act on the results.
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.