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Key people at Omniata Inc..
Omniata provides a marketing intelligence platform integrating, cleaning, and visualizing data from diverse sources like web applications and CRM. It unifies analytics, CMS, and A/B testing tools for predictive targeting, offering an integrated view of consumer behavior. Processing billions of events monthly, the platform empowers digital businesses to optimize user experience.
Alex Arias founded Omniata in 2012, recognizing the need for data-driven strategies in digital industries. Arias, with former Digital Chocolate and Electronic Arts data leads, leveraged extensive experience in user data and analytics. This pedigree underpins the company's focus on empowering organizations to utilize complex data assets.
Omniata serves marketers, product managers, and data scientists, empowering digital organizations to operate with actionable data insights. The product delivers a holistic understanding of consumer interactions, moving beyond basic aggregation. Its vision facilitates informed, real-time decisions, enhancing customer engagement and refining the overall user journey.
Key people at Omniata Inc..
Omniata Inc. was a software company that developed a unified data platform for modern digital businesses, particularly in gaming and entertainment. Founded in 2012 and headquartered in San Francisco with an office in Helsinki, it focused on a high-speed data layer to track users and events from ad impressions through their lifecycle, enabling apps for A/B testing, messaging, acquisition tracking, and analytics to boost user engagement and retention[1][2][3]. The platform served digital companies needing to unify data silos from sources like AWS S3, solving challenges in large-scale metrics analysis for customer acquisition and monetization; it raised $6.8M in funding before being acquired by King (maker of Candy Crush) in January 2017 to enhance its analytical capabilities[2][4].
Omniata was founded in 2012 by former employees of Electronic Arts (EA) and Digital Chocolate, experts in gaming who identified the need for a single-source solution to handle massive metrics analysis in digital businesses[1][2]. The idea emerged from frustrations with fragmented data tools in the gaming industry, leading to a platform that ingests data from diverse sources for real-time insights. Early traction came quickly, with $6.8M raised in 2014 and expansion across US and Europe client bases, culminating in its acquisition by King in 2017 to integrate into the mobile gaming giant's retention and testing strategies[2].
Omniata rode the early 2010s wave of big data and analytics in mobile gaming, where explosive user growth demanded real-time, unified tracking amid rising ad spend and retention challenges[2][4]. Timing was ideal as cloud services like AWS matured, enabling silo unification just as free-to-play models (e.g., King's) prioritized metrics-driven iteration over launches. It influenced the ecosystem by exemplifying how analytics startups fuel gaming giants' data flywheels, paving the way for modern CDP (customer data platforms) and tools like Amplitude or Mixpanel, while highlighting acquisition trends where specialized tech gets absorbed into scale players[2].
Post-2017 acquisition, Omniata operates as integrated tech within King (now under Activision Blizzard), likely powering ongoing retention and A/B tools rather than as a standalone entity. Trends like AI-driven personalization and privacy regulations (e.g., GDPR, ATT) will shape its evolution, demanding even faster, compliant data layers. Its influence may grow indirectly through King's portfolio, reinforcing data platforms' role in gaming's shift to hyper-personalized experiences—echoing its original mission to turn raw events into actionable user value[2].
