Simply put, Adverity gives organisations the data insights they need to make better business decisions.
Our platform enables marketers to easily identify patterns in their data, reveal hidden anomalies, and unearth critical insights – essentially finding that proverbial needle before it hits the data haystack.
By bringing together hundreds of different data sources, we help businesses remove data silos and create a single source of truth over their data. Then, with a mixture of artificial intelligence and machine learning-based predictive analytics, our customers get proactive insights and reveal new opportunities – basically giving marketers the answers to questions before they’re even asked.
How did you come up with the idea for the company?
An explosion of marketing data and its exceptional potential to drive business decision-making created a gap in the market. Adverity’s founders had all previously worked with eCommerce companies who were investing considerable sums in marketing but lacked the effective analysis and insight to truly leverage that spend – many were still using Excel spreadsheets to make sense of their data!
We founded Adverity back in 2015 to help businesses overcome this inefficiency and start getting tangible results from their data. But, becoming a truly insight-driven business is challenging and so we created this platform to simplify the process and make pertinent marketing data accessible across an organisation – not just the marketing team.
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How has the company evolved during the pandemic?
The pandemic has been a validation of our vision for an efficient and analytics-driven approach to marketing. As a result, we’ve seen increased interest in businesses wanting clearer evidence about the effectiveness of their marketing campaigns and related spend.
We’ve continued to onboard new customers throughout the past year, including from sectors severely impacted by the crisis, and those at different stages in their data maturity journey. Marketing is key to economic recovery, and with tighter budgets, businesses need campaigns to achieve results as efficiently as possible.
Internally, the transition to remote working was probably smoother than most – we’re a SaaS company so we’ve always encouraged the freedom to work from anywhere, allowing team members to be productive in the atmosphere that suits them best. Our team was already versed in conducting virtual meetings and our company culture and efforts to socialise as a team have helped us remain connected throughout the pandemic.
What can we hope to see from Adverity in the future?
We are focused on helping organisations understand the value of data and how, if used correctly, it can help them predict problems and foresee new opportunities – and, in an environment where consumer behaviour is swiftly changing, this is rapidly becoming a necessity. Businesses increasingly need to demonstrate ROI in real-time and make budgets work harder – so forecasting abilities and decision-making informed by data insights are going to be the difference between success and failure for many companies.
We are continuing to invest in evolving our existing technology, as well as developing new solutions to tackle the ongoing challenges of data fragmentation and complexity. So far we‘ve grown organically, and we will continue to do so, and we are open to acquiring companies with technology assets, teams of developers or new market components if the right opportunity comes along. Ultimately, we want to help all companies to become more insight-driven.