Predictive analytics specialist NICE has acquired Causata, a marketing analytics startup built around a core of big data and machine learning technologies. Causata should bolster NICE’s customer-engagement platform that helps companies better understand their customers. The four-year-old Causata has raised $23 million in venture capital, all from Accel Partners.
The choices are getting a lot better for businesses that want out-of-the-box functionality for machine learning, predictive analytics and general data science. Prepackaged software might not make your company into Google, but a step closer is a step in the right direction.
Causata is really good at helping companies identify consumers and, thanks to new machine learning features, helping them predict behavior many steps down the line. Does all this personal data create a privacy concern? Depends who you ask.