Cross Masters

What Cross Masters does

Cross Masters s.r.o. is a Prague-headquartered data science and MAdTech engineering company founded in 2012 (per Genesis Growth Equity Fund I press release of 2026-02-13; the company website footer lists a copyright range of 2007-2026). As of February 2026 the firm employs over 50 experts and serves enterprise and mid-market clients across banking, insurance, automotive, e-commerce, telecommunications, agriculture, retail, logistics and media. Named customers on the public site include Renault, BNP Paribas, ING, Raiffeisen Bank, Hello Bank, Komerční banka, Sazka, Orange (Orange SK), Generali Česká Pojišťovna, Axa, J&T, FIAT, Syngenta, Adama, Hartmann, Heureka, Rohlík.cz, Mall Group, Zásilkovna, Dr.Max, Datart, Electro World, Česká televize and Royal Caribbean. The company self-describes as 'the most awarded MAdTech company in the CEE Region'.

The firm operates a dual offering: six proprietary products — Waaila Suite (analytics data validation and anomaly detection), Measurement Hub (vendor-agnostic data layer framework deployed via Tag Management Systems), mHub Cloud (server-side tracking), Wecoma (GDPR/CCPA consent management on Azure), Customer Data Cache (low-latency customer data retrieval) and TV Advertising Effectiveness (cross-channel TV attribution) — alongside four consulting service lines covering Measurement & Optimization, MAdTech Architecture, Data Analytics & Visualization and Marketing Performance Consultancy. Core architecture combines a browser-side data layer (Google Tag Manager or Tealium iQ) augmented by Measurement Hub scripts, with server-side processing on Microsoft Azure using Synapse, Data Factory, Databricks, MS Fabric and PostgreSQL, plus Python and Spark for distributed workloads. Cross Masters configures and integrates Piano Analytics, Google Analytics (including GA4 and BigQuery export), Adobe Analytics and the wider Adobe Experience Cloud, Tealium Customer Data Platform and Fraud0 bot-detection, supported by official partner badges from Google, Microsoft and Adobe.

Revenue is generated through three streams: professional services (consulting, implementation, training, custom ML development), proprietary SaaS (subscription/managed hosting of Waaila, Measurement Hub, mHub Cloud, Wecoma, CDC, TV Advertising Effectiveness) and managed services / long-term maintenance contracts. Pricing is not publicly disclosed; commercial engagement begins via a 'Get in Touch' / 'free consultation' contact form on crossmasters.com or direct phone outreach (+420 720 941 756). Distribution combines direct enterprise field sales with channel co-selling through Microsoft, Google, Piano Analytics, Tealium, Adobe and Fraud0, supplemented by self-serve product portals at waaila.com and mhubcloud.com. On 2026-02-13, Genesis Growth Equity Fund I acquired a majority stake to fund international expansion.

Name

Cross Masters

Legal name

Cross Masters s.r.o.

Website

https://crossmasters.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Cross Masters is a Prague-headquartered data science and MAdTech engineering company serving enterprise and mid-market clients across banking, insurance, automotive, e-commerce and telecoms. It combines proprietary analytics products (Waaila, Measurement Hub, mHub Cloud, Wecoma) with consulting in measurement, data analytics and marketing performance.

Ownership category

akta.pro rank

Product category

Marketing Technology Software (MAdTech)

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Pricing, Revenue & Commercial Analytics (BPAHALAM)

akta.pro secondary industry

B2B SaaS & Enterprise Personalization (CRM, Sales, Support) (HDAAAGAJ)

Keywords

• Marketing analytics software
• Tag management systems
• Consent management platform
• Data engineering services
• Marketing measurement tools

Headquarters

HQ city

Prague

HQ country

Czechia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Professional Services (Consulting & Implementation): Revenue from consulting, implementation, training and custom development projects covering MAdTech, measurement, data engineering, analytics and marketing performance work for clients. Delivered by senior consultants and team leads on project basis.
2. Proprietary SaaS Products: Recurring revenue from proprietary products including Waaila Suite, Measurement Hub, mHub Cloud, TV Advertising Effectiveness, Wecoma and Customer Data Cache, delivered to clients as managed/hosted solutions (e.g., Wecoma hosted on Azure Cloud).
3. Managed Services & Long-Term Partnerships: Ongoing maintenance contracts for tag management systems, analytics platforms and Measurement Hub implementations, plus long-term partnerships with enterprise clients that continually expand scope over time.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Cross Masters develops and sells a portfolio of proprietary data-driven MAdTech software products (Waaila Suite for analytics validation, Measurement Hub for unified data layer and tracking, mHub Cloud for server-side tracking, Wecoma for consent management, Customer Data Cache for low-latency personalisation, and TV Advertising Effectiveness) alongside consulting services for measurement, marketing/advertising technology, data analytics and marketing performance optimisation. Revenue is generated from project-based consulting/managed services plus recurring SaaS subscriptions to its proprietary products, primarily serving enterprise clients in banking, e-commerce, automotive, telecom and insurance.

Product overview

Cross Masters operates a dual offering: a portfolio of six proprietary data-driven products (Waaila Suite, Measurement Hub, mHub Cloud, TV Advertising Effectiveness, Wecoma, and Customer Data Cache) plus four consulting service lines (Measurement & Optimization, Marketing & Advertisement Technologies, Data Analytics & Visualization, and Marketing Performance Consultancy). Measurement Hub functions as the core data measurement framework deployed via Tag Management Systems, while supporting products extend coverage into consent management (Wecoma), data validation and anomaly detection (Waaila), server-side tracking (mHub Cloud), TV advertising attribution (TV Advertising Effectiveness), and high-speed customer data access for personalization (Customer Data Cache). The consulting services configure, maintain, and integrate the leading analytics, TMS, and marketing platforms (Google Tag Manager, Tealium iQ, Adobe Launch, Piano Analytics, Google Analytics, Adobe Analytics, Adobe Experience Cloud, Tealium CDP, Fraud0) and apply custom machine learning algorithms to improve business performance for digital marketing use cases.

Differentiator

Problem solved

Functional benefit

Brands

• Waaila Suite: Data quality validation tool for monitoring, detecting and preventing analytics data issues; linked to waaila.com as a distinct product offering.
• Measurement Hub
• mHub Cloud
• TV Advertising Effectiveness
• Wecoma
• Customer Data Cache (CDC)

Products and services

• Waaila Suite AI-powered data validation tool that monitors, detects and prevents data quality issues across the data layer, Tag Management System and analytics platforms, used to ensure high-quality data for accurate, on-time decision making. Sold to enterprise marketing, analytics and data teams in banking, e-commerce, automotive and other verticals.
• Measurement Hub Vendor-agnostic data measurement framework deployed via Tag Management Systems that combines data layer specification, measurement specification, code for marketing/analytics platforms and platform settings to deliver uniform, validated omnichannel data. Targets enterprise marketing and analytics teams that need a consistent data foundation across Google Tag Manager, Tealium iQ and Adobe Launch.
• mHub Cloud Server-side tracking solution that measures data on the server to address browser and adblocker restrictions and support legally compliant, future-proof tracking. Aimed at enterprise marketing and analytics teams that need resilient tracking beyond browser-side signals.
• TV Advertising Effectiveness Analytics product that correlates customer responses with TV advertising to measure and analyse the impact of TV campaigns on brand awareness, website/app traffic and other channels, supporting marketing mix optimisation. Used by enterprise advertisers and media buyers.
• Wecoma Permission marketing automation and consent management platform with API and JavaScript library, hosted on Azure Cloud, that captures, stores and operationalises customer consents in compliance with GDPR, CCPA and other privacy regulations. Built for enterprise marketing, legal and data privacy teams.
• Customer Data Cache (CDC) Caching layer that maintains a regularly updated subset of customer data from the data warehouse so that websites and marketing platforms can fetch customer data instantly with minimal latency. Targets e-commerce and digital marketing teams needing fast personalisation without burdening the data warehouse.
• Measurement & Optimization Service covering tracking specification, Tag Management System configuration and maintenance, analytics platform configuration and maintenance, and tracking validation across the implementation lifecycle. Delivered by Cross Masters' senior consultants to enterprise clients across banking, retail, e-commerce, automotive and telecom.
• Marketing & Advertisement Technologies (MAdTech) Consultancy and implementation service covering MAdTech architecture audits, Marketing DataMart reorganisation and architecture solutions that coordinate marketing and advertising technology to leverage marketing processes and campaign impact. Targets enterprise marketing and IT organisations seeking to modernise their MAdTech stack.
• Data Analytics & Visualization Service offering spanning Data Integration, Big Data processing/development, Data Analytics and Data Visualization using Power BI, Python, R and Spark to deliver insights for marketing and sales optimisation. Sold to enterprise data, BI and marketing teams that need advanced analytics and dashboards.
• Marketing Performance Consultancy Holistic consultancy covering Data Privacy, Measurement Architecture, Data Process and MAdTech strategy for start-ups to enterprises, aimed at elevating business performance through digital experience optimisation. Sold to enterprise marketing leadership seeking strategic MAdTech advisory.
• Salesforce Consulting (CX/CDP) Salesforce Functional Consultant (CX/CDP) services including discovery workshops, process mapping, configuration of custom objects, flows and validation rules, and post-go-live support for Salesforce Sales Cloud and Service Cloud implementations. Sold to mid-market and enterprise clients adopting Salesforce CX/CDP.

Quantifiable outcome

• Doubled number of experts, tripled client base and exponentially grew the amount of data processed over the last five years
• +1 more outcomes

Named customers33 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability10 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• MicrosoftflagshipTechnology or IntegrationMicrosoft's cloud ecosystem allows Cross Masters to run Hadoop and Spark clusters within a minute. Used for big data processing and deep marketing analysis; the partnership shares a common technical and MAdTech vision.
• GoogleflagshipTechnology or IntegrationOfficial Google Partner badge certifies Cross Masters with the latest Google product knowledge. Together they deliver increased business performance, better targeting and improved customer relationships.
• Piano AnalyticscoreTechnology or IntegrationFrench-based analytics vendor focused on data quality. Their approach guarantees web analytics reliability and compliance through data security and protection. Cross Masters configures, audits and maintains Piano Analytics Suite for clients.
• TealiumcoreTechnology or IntegrationCooperation extends deployment of marketing data solutions using Tealium Customer Data Platform to help clients understand customer behaviour, develop effective marketing strategies and unify fragmented customer data.
• AdobecoreTechnology or IntegrationAdobe Community Partner. Cross Masters uses and combines Adobe Experience Cloud solutions (Adobe Analytics, Campaign, Audience Manager, Target) and fully integrates them with client environments.
• RedmediaminorGTM or Marketing PartnerListed in homepage cooperation logos and referenced in a customer testimonial by Red Media data engineer David Horava, indicating an agency-style marketing partnership.
• AdexpresminorGTM or Marketing PartnerListed in homepage cooperation logos. Marketing partner reference with no further public details.
• h1minorGTM or Marketing PartnerListed in homepage cooperation logos. Marketing partner reference with no further public details.

Scale indicators6 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Matomo: Open-source, privacy-first web analytics platform. Closest open-source alternative to the analytics layer Cross Masters implements and validates via Waaila, with similar GDPR-friendly positioning in Europe.
• Supermetrics: Marketing data pipeline SaaS that moves ad/analytics data into warehouses and BI tools. Overlaps with Cross Masters' data engineering and analytics services and the broader MAdTech stack.
• Windsor.ai: Marketing attribution and data integration vendor. Competes in the same marketing-measurement and server-side tracking category as Measurement Hub and mHub Cloud.
• Improvado: Marketing data pipeline and analytics platform focused on enterprise marketing teams. Comparable to Cross Masters' Measurement Hub + Data Analytics & Visualization services and competes for the same marketing-ops budget.
• Funnel: Marketing data hub that aggregates, normalises and routes marketing data. Directly comparable to the data-aggregation and Measurement Hub value proposition Cross Masters sells to mid-market and enterprise marketers.
• Piwik PRO: European privacy-focused web analytics and consent management vendor. Comparable to Cross Masters' Measurement Hub + Waaila + Wecoma stack, with the same enterprise/government buyer base and EU/GDPR positioning.
• Adverity: Austria-based marketing data integration and analytics platform. Direct competitor to the data engineering + MAdTech services layer Cross Masters delivers, with overlapping enterprise customer profiles.
• Meiro: Customer Data Platform headquartered in CEE/Singapore. Comparable CDP + measurement positioning and a similar enterprise go-to-market motion targeting regulated industries.

Broad incumbents

• Tealium: Customer Data Platform vendor and named Cross Masters partner. Overlaps with Tealium iQ tag management and CDP, which Cross Masters implements; both serve the same regulated enterprise buyers.
• Piano (Piano Analytics): Listed Piano Analytics vendor and named Cross Masters partner. Competes as a broader analytics and audience engagement platform with an integrated suite that overlaps Measurement Hub/Wecoma scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/crossmasters
• Facebookfacebook.com/crossmastersmarketing

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cross Masters