Former Cloudability Asia Pacific general manager Craig Deveson and former head of programmatic and digital entrepreneurship at Coles Michael Twomey have teamed up to launch a new tech start-up aimed at sorting out customer data for enterprises.
The new company, Soow – pronounced “Sow” – was officially launched at the Myriad Festival 2018 in Brisbane, where the start-up is headquartered, following a soft introduction to the market that has seen the company pick up a number of early clients.
According to Deveson, who launched the start-up after completing his earnout period following the acquisition of his cloud management and service broker business Cloud Manager (CloudMGR) by US-based Cloudability in early 2017, the new venture is aimed at tackling a “huge” industry problem around customer data.
“Soow is a new generation customer data platform designed to address what we see is the customer data crisis in the market at the moment,” Deveson told ARN, “whereby corporations may or may not know if they’re complying with the law, or alternatively, are they doing what the customer thinks should be happening with their data?”
For Twomey, who also works as an advisor for customer identity solution provider Signal, the Soow platform is a software application designed to bring the corporate and the consumer together to create a customer data platform on which customer data can be utilised while still being held to industry data standards, meaning that data can be used in a compliant way.
“There are a number of data management platforms that exist in the market currently which are single-channel, and that doesn’t work for the corporation whose data sits in 10-plus software applications,” Twomey told ARN. “It doesn’t work for the consumer where their data sits in hundreds of applications.”
As such, the Soow customer data platform is designed to be agnostic, meaning that corporate users can bring data in from a variety of applications that they may already be using, and consolidate that data into an individual customer ID, for example.
This approach allows users to power a lot of different applications with their customer data. The data could be fed into pre-existing data analytics platforms or personalised media activation – whatever the users’ data scientists wants to create, essentially.
Already, the company has met with some interest in the local market. The key verticals it is currently focusing on include the media sector, such as publishers.
Further down the track, the Soow team will focus on the fast-moving consumer goods market, and is looking at a pipeline of agriculture and health applications that it is finalising.
“The big thing we see in the media sector is Australia’s independent publishers want technology solutions to compete against Google and Facebook, and we see both publishers driving our solutions through further,” Twomey said.