mParticle acquires Indicative to address data entropy
As teams scale, data quality can become a victim to growth and success across the org. I'm extremely excited to share that mParticle has acquired Indicative to help teams solve for data trust with the complexity of scale.
Over the past 8 years, mParticle has been helping brands solve foundational customer data challenges centered around data quality, governance, and connectivity. mParticle helps teams accelerate the time to data value, and today marks a significant step forward in our journey. I’m thrilled to announce that we’ve completed the acquisition of Indicative, a customer journey analytics platform.
I’ve known Jeremy Levy, the CEO and cofounder of Indicative for several years and I’ve long admired the impressive platform and credibility his team had built within the community of data professionals championing the modern data stack. I couldn’t be more excited for our teams to join forces.
A common problem that many teams face is that while data tracking plans start small, and the collection of tools that teams use to leverage that data is manageable to begin with; over time, more objects, more use cases, and more tools are added to the stack. On top of that, new privacy constraints constantly change the rules of engagement. Data quality begins to become a victim to growth and success of teams across the org, until ultimately data trust erodes entirely.
