Bedrock Data unveils software to help SMBs unify customer data

This week, Boston-based cloud data management firm Bedrock Data is launching new cloud-based software that it says reduces the effort spent by small-to-medium-sized businesses (SMBs) to unify customer data.

Called Fusion, it is designed for prepare and blend data that will generate reports and feed business intelligence tools like Yellowfin or Tableau.

Previously, VP of Marketing Zak Pines told me, his company was focused on synchronizing data to keep it up date between applications, such as making sure only the latest phone numbers were used when a customer’s data from multiple sources showed more than one.

Now, he said, Fusion is designed to make unified data sets available to BI tools and similar analytics. The orientation is toward analytics of the data sets in a fused data warehouse, he said, rather than pushing unified customer profiles out, as a customer data platform might do.

Fusion, he said, is designed for SMBs “that don’t have a lot of IT resources.”

It combines connectivity (via API integrations with about 50 marketing or customer data applications), an integrated data warehouse and an automated blending of data. Pines said his company is the only one that offers all three steps, adding that SMBs can utilize this in a plug-and-play fashion without coding.

Pines said that automated blending has rules for such things as matching identities between data, bringing over the same relationship structure, automatically defining how data sets might be matched through the same email address, and how any conflicts between the same data fields will be resolved.