Hightouch Buys Profiling and Modelling Firm HeadsUp

San Francisco-based data management, preparation and activation specialist Hightouch has acquired data profiling and modeling specialist HeadsUp, for an undisclosed sum.

Hightouch raised $38m in funding in July, simultaneously announcing a new product line, Customer 360 Toolkit, which helps data and marketing teams build a unified view of their customer profiles. The funding valued the company at $615m.

HeadsUp uses AI and machine learning models to identify conversion opportunities for its clients, along with the correct time to sell to close them. CEO Earl Lee, who co-founded the company with Momo Ong, will join Hightouch to lead further development of Customer 360 and its integration into Hightouch's Composable Customer Data Platform (CDP). As a result, the Platform will offer clients' data and marketing teams new capabilities allowing them to make the most of their existing data and use it to power operations, advertising and other areas. Ong will not be joining Hightouch.

Hightouch co-founder Josh Curl (pictured) told web site TechCrunch that his firm's evolving business had moved into similar areas to HeadsUp, commenting: 'I think a lot of what the Customer 360 toolkit is trying to do is very similar to the HeadsUp tech'.

Web site: www.hightouch.com .