Vidora

Vidora, founded in 2012 by Alex Holub, Abhik Majumdar, and Philip West, operates as an artificial intelligence and machine learning platform specializing in customer data. The founders, with deep academic and professional backgrounds in machine learning and computer science from institutions like Caltech, Berkeley, and Stanford, aimed to make machine learning accessible to non-technical business users. Their journey began with the vision that the societal benefits of machine learning could be realized once the technology was widely accessible. This led to the creation of Vidora to automate complex data processes and empower business teams.

The company was acquired by mParticle, a customer data infrastructure leader, in August 2022 to integrate Vidora's AI capabilities into mParticle's platform. The acquisition aimed to enhance customer data value with predictive and prescriptive AI modeling. The terms of the deal were not disclosed, and the Vidora team, led by CEO Alex Holub, joined mParticle.

Vidora's core product is Cortex, a no-code, self-service machine learning platform designed for B2C companies, particularly in sectors like media, e-commerce, and subscription services. Cortex enables marketing, product, and business intelligence teams to build and deploy machine learning models without programming expertise. The platform automates the entire machine learning pipeline, from raw data ingestion and feature engineering to model deployment and decisioning. It processes customer behavioral data to generate predictions, such as customer churn likelihood, lifetime value, and conversion propensity. A key differentiator is its focus on moving beyond predictions to automated decisions, using techniques like uplift modeling and next-best-action to help clients actively reduce churn and increase conversions. The platform integrates with existing data warehouses, data lakes, CRMs, and DMPs. Revenue is generated through a SaaS model, offering the Cortex platform to clients like Newscorp, Panasonic, and Walmart.