tagga

Tagga was a marketing intelligence firm that developed a customer data platform (CDP) for the business-to-consumer (B2C) market. The company was founded in Vancouver, Canada, in 2008. One of the founders was Amielle Lake, who initially served as CEO and later as Chief Revenue Officer. Lake's experience in marketing for the financial industry highlighted a need to optimize marketing spend, which influenced the creation of Tagga. The company initially focused on providing a mobile marketing platform for advertising agencies before pivoting to a broader B2C marketing intelligence platform.

The firm's core business was its software platform, which addressed the challenge of fragmented customer data. Tagga's technology was designed to collect and consolidate customer information from various sources—such as websites, social media channels, and e-commerce platforms—into a single, unified profile for each customer. This unified view enabled brands to analyze customer behavior, identify trends, and create personalized marketing campaigns. The platform featured capabilities like a custom audience builder, advanced reporting with business intelligence integrations, and trigger-based workflows. It served clients who needed scalable software to manage data for millions of customers to personalize engagement. For example, Flight Centre Travel Group used Tagga to create behavioral segments for personalized email marketing.

In March 2017, Tagga was acquired by Campaign Monitor, an email marketing and automation software provider, for an undisclosed amount. The acquisition was a strategic move for Campaign Monitor to integrate Tagga's advanced data unification capabilities into its own platform, aiming to create a behaviorally data-driven CRM. At the time of the acquisition, Tagga had approximately 50 employees who joined Campaign Monitor's team of 250. The deal followed a period of growth for Tagga, which had received venture capital funding from investors including CrossPacific Capital Partners and Insight Venture Partners.

Keywords: customer data platform, CDP, marketing intelligence, B2C marketing, data consolidation, unified customer profile, behavioral data, customer journey analytics, marketing automation, data unification, personalization engine, Amielle Lake, Campaign Monitor acquisition, audience segmentation, marketing analytics, customer data management, consumer intelligence, data-driven marketing, martech, single customer view