Marketing Technology firm, MailUp is acquiring Datatrics B.V., a Netherlands-based firm that specializes in cutting-edge Predictive Marketing. The acquisition will help MailUp grow globally and ensure enhanced focus on making Data Science available to marketers. Their Customer Data Management Platform comes fully equipped with Machine Learning abilities via which the platform learns on its own. Marketers benefit tremendously due to this ecosystem. By having end-to-end customer information marketers are better channelized to target their core audience and manage tools, channels, and techniques.

We first ran into the predictive marketing startup Datatrics from the Netherlands at the PAPI's Connect event in Valencia earlier this year, where they competed in the first ever AI Startup Battle. The Dutch startup offers marketing teams an easy and actionable way to leverage Machine Learning with its innovative data management platform, which we believe sets a great example for other startups in showing how BigML can add to their competitive edge and supercharge their growth. So we interviewed Bas Nieland, CEO and co-founder of Datatrics to find out more. Can you tell us what was the motivation behind starting Datatrics? Bas Nieland: Nowadays digital marketers are awashed with data due to the fragmentation of consumer attention on many more channels.

Campaigning is often based on feeling or experience by marketeers, but the speed of digital developments are forcing businesses to rapidly adapt to the new needs of consumers created by digitization. Of course, marketeers can't leave their data out of the equation nowadays, however this remains a struggle as this often calls for allocating expensive resources such as data scientists. Luckily, technology is catching up on the smart brains of data scientists. So what does this mean for the future of campaigning? And how can big data, machine learning and artificial intelligence be used to improve campaigns?