"In marrying our two technologies, we can now really understand the fan's journey from start to finish. By creating new experiences that acquire new fans and generate lots of new data points, we will be able to help our customers fine tune essential functions like ticket sales, sponsorships, and fan engagement," stated Jordan Yeats, VP of Alliances & Partnerships at Umbel.

Umbel's platform is instrumental for sports, media, entertainment, nonprofit and other organizations who are trying to tap critical, data-driven insights about their fan base to plan their next move and grow revenue. Umbel and Lodestone are coming together with a shared passion for empowering companies to use data science to further personalize and deepen relationships with their consumers, and to achieve the kind of inspired, rapid business growth that can only come from a deep understanding of what motivates your audience.

"The acquisition of Lodestone will allow us to create a customized experience for each client and campaign for the first time," stated H.O. Maycotte, CEO of Umbel. "Using Lodestone's unique technology to gather first party data, combined with our platform's sorting and segmenting capabilities, clients will now receive a unified front to backend integration."