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 argued that they're particularly powerful together.
"The stronger you actually know your customer, the stronger you have your customer 360 profile, the better those insights are," Pierson said. "When we sit on top of Amperity, every insight we produce is more valuable to our customers."
Shahani said Pierson and the rest of his team will be joining Seattle-based Amperity, with Custora's New York office becoming the combined company's East Coast headquarters.
The financial terms of the acquisition were not disclosed. According to Crunchbase, Custora previously raised a total of $20.3 million in funding.