First Derivatives expands its horizons 07 January 2015London Reporter: Stephanie Palmer
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First Derivatives have expanded their market beyond financial services with the launch of their Delta Marketing Cloud platform for marketing and sales analytics.
The platform makes use of the data capabilities of the kdb+ database technology, developed by Kx Systems. First Derivatives acquired a majority stake in Kx Systems in October 2014.
Catering to increase the digital and mobile marketing, the new platform aims to process large volumes of data quickly, helping sales and marketing professionals to target appropriate markets at the appropriate times.
It combines speed and scale with a scoring algorithm, and pulls together reference data from web traffic, advertising data and social media. The product aims to produce predictive scoring for sales responsiveness, helping marketing firms to increase returns on their investments.
The platform uses the same technology that First Derivatives uses for analysing large volumes of financial data.
CEO Brian Conlon said: “We are pleased with the level of interest being shown in Delta Marketing Cloud which has already resulted in us signing a number of key pilot customers. While its commercialisation is still at an early stage, we believe it has the potential to generate significant recurring revenues for the group.”
“The launch also demonstrates the flexibility of the Delta platform and its ability to take us into new markets where there are exceptionally large volumes of data that require real time analysis. Our technology and experience gives First Derivatives a strong position in this expanding market.”
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