Marketing intelligence platform Supermetrics has announced the acquisition of Relay42, a leading real-time customer data platform, for an undisclosed sum.

Since openings its Dublin office in 2021, Supermetrics has grown its Irish operations to 40 staff, including key leadership roles in sales & marketing, finance and HR.

Its clients include Glanbia, Kingspan and PTSB.

The Helsinki-headquartered company was established in 2013 and has more than 360 employees worldwide.

With the deal to buy Relay42, Supermetrics said it would become the only market intelligence platform to unify data integration, analysis and activation into a composable, marketer-friendly platform.

The company plans to incorporate Relay42's real-time personalisation technology to help marketers connect insights to action more easily.

The expanded platform will incorporate performance, customer behaviour, and revenue outcomes in a single, intelligent system as the marketing segment increases in value to $215bn by 2027.

“Supermetrics is the pioneer of the evolving Marketing Intelligence category, with more than 200,000 businesses already leveraging our technology,” said Anssi Rusi, CEO of Supermetrics.

“We firmly believe that Marketing Intelligence can only truly deliver on its promise if it seamlessly combines data analysis with action. With this acquisition, we’re delivering on that promise, combining real-time data with AI decisioning and cross-channel optimisation.

"We’re creating a platform that empowers marketers to unify their marketing performance and 1st party customer data into a single view, and use it to dynamically engage customers with the right message at every touchpoint.”

Founded in 2011, Relay42's enterprise-grade customer data platform unifies customer data and enables audience building, targeting and personalised experiences across digital and offline channels, including email, web, apps, and programmatic advertising.

“We built Relay42 to help businesses turn siloed customer data into optimised customer journeys that drive business growth,” said Christiaan van der Waal, CEO of Relay42.

“Now, as part of Supermetrics, we can democratise the power of the Relay42 platform to the 1000s of businesses globally that already use Supermetrics, and augment Relay42 with Supermetrics' rich set of data integrations spanning performance marketing, e-commerce, CRM and 1st party data.

"Together, we’ll deliver on our shared vision to enable businesses of all sizes to leverage the power of real-time journey orchestration to create smarter, more relevant customer experiences.”

Supermetrics and Relay42 customers will see integrated capabilities roll out in the coming months, including new AI Agent-driven workflows that further automate data analysis, decision-making and activation. 

Photo: Christian van der Waal and Anssi Rusi. (Pic: Supermetrics)