Snowplow Acquires Poplin Data


Snowplow, a London, UK-based data creation and behavioral data company, acquired Poplin Data, a Sydney, Australia-based IT Services and IT Consulting company.

The amount of the deal was not disclosed.

With the acquisition, Snowplow will accelerate delivery of its Data Product Accelerators (DPAs). The Sydney location continues Snowplow’s international expansion, following the opening last year of its HQ2 in Boston, Massachusetts, and the addition of a team in Berlin, Germany, to serve its customer base in the DACH region.

Led by CEO Poplin Data, now Snowplow Australia PTY Ltd, a wholly-owned Snowplow subsidiary, helps product and data leaders at e-commerce, marketplace and media organizations build on the foundations of a modern data stack to deliver personalisation, attribution and first-party measurement, all with rich behavioral data pipelines powered by Snowplow. The company supports over 50 customers in the APAC region including the Australian Broadcasting Corporation (ABC), Catch, Finder and MyMuscleChef.

Led by CEO Alex Dean, Snowplow generates, governs and models granular behavioral data, ready for use in AI, ML, and Advanced Analytics applications. When integrated with other tools from the modern data stack, the company can power a wide variety of advanced use cases, allowing organizations to drive significant business value with behavioral data. Data products built on top of Snowplow include the composable CDP, first-party digital analytics and ML-powered churn reduction for subscription businesses.

The company has thousands of customers across a broad range of sectors and geographies, including Strava, The Economist, Sophi / Globe and Mail, Digital Virgo, Bizzabo, Weebly, Hudl, Auto Trader, The Financial Times, Omio and Secret Escapes.