Hunt Valley, Maryland - Full service marketing provider WebbMason Marketing announced the acquisition of Spry, Inc., an analytics firm with deep expertise in big data, data science, and data operations.  

WebbMason Marketing CEO Warner Mason said: “With Spry’s analytics integrated into WebbMason Marketing solutions, we immediately become a more valuable resource for our clients. Data science and data-driven strategies are the new dimension of marketing competition. These capabilities have been combined with our current analytics resources, and the new WebbMason Analytics raises the effectiveness of the campaigns we deliver to our customers. To our knowledge, we have the best big data and analytics capability of any full service marketing provider in America. Whether with advertising, digital services, or direct marketing, we can now bring customers practical, leading-edge value with data science.”

Cubic Corporation’s Wade Rosado, Director, Analytics—Urban Insight Associates, a subsidiary of Cubic Transportation Systems (CTS), commented on Cubic’s experience with Spry on the occasion of the acquisition by WebbMason Marketing, “Through our partnership with Spry, we’ve been able to explore the boundaries of applied analytics in our industry, balancing innovation and discipline to ensure the solutions we supply to our customers are on point and deliver unmatched value.” Urban Insights applies big data tools and deep analytics to public transportation agencies, road authorities and municipalities, helping clients improve operations, reduce costs and better service travelers.  CTS, a business unit of Cubic Corporation, is a leading integrator of payment and information technology and services to create intelligent travel solutions for transportation authorities and operators. 

Spry, Inc. CEO Brooke Jones has been named President—WebbMason Analytics and Jones commented: “Many companies and organizations are working hard to define and implement data-driven strategies that can provide a better outcome for marketing programs, strategy or operations. WebbMason Analytics provides the strategic and tactical analytics to create better business outcomes—both in campaign results and in overall marketing program investment return. We also can help with data-driven strategy and operations challenges in other business areas and have a range of experience in areas such as retail distribution, network analysis, profitability, and telematics."

For marketing, WebbMason Analytics supports:

• New Customer Acquisition Targeting and Campaigns
• Cross-Sell & Upsell Targeting and Campaigns
• Customer Churn Analysis
• Customer Win-Back
• Portfolio Optimization

By creating a fast, but comprehensive aggregation of customer data of all kinds—transactions, revenue, profit, behaviors, and other attributes, companies can create more granular and predictive profiles and plans. These profiles identify the targets and strategies that will yield the highest marketing program investment return. The outcome is more customers and revenue.

The latest big data techniques make such analytics not only possible, but far cheaper and faster than possible even just a few years ago. This easier, less expensive path puts effective data-driven marketing within reach of competitors in almost every market, which makes data science analytics a competitive imperative for nearly every company.

WebbMason Analytics has deep experience with the development and operation of Hadoop and data lakes to support ongoing data needs for analytics. The WebbMason Advanced Analytics & Segmentation Engine (announced today) is a complete solution for building and cost-effectively maintaining data lakes and advanced analytics for campaigns and other big data missions.  The Engine is compatible with the leading business intelligence (BI) platforms and data warehouses.