Datatrics
Datatrics is a Netherlands-based Customer Data Platform, now operating as Spotler Activate within Spotler's portfolio, unifying first-party customer data to power personalization and journey automation for B2B, commerce, and public-sector organizations across Europe and Australia.
- Company typePrivate
- Founded2014
- HeadquartersOldenzaal, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Datatrics does
Datatrics was a Netherlands-based Customer Data Platform company founded in 2014 in Oldenzaal, originally focused on predictive marketing and customer data unification for B2B, commerce, and public-sector organizations. Following its acquisition by Spotler, the company was absorbed into Spotler's portfolio and its CDP was rebranded as Spotler Activate, a customer data platform that consolidates first-party data from website, email, messaging, and social touchpoints to enable smart profiling, behavioral segmentation, journey automation, and personalized content delivery.
The platform is organized into three specialized clouds — Marketing Cloud for B2B (CRM, lead management, email automation, event management, web personalization, conversational marketing, and social publishing), Marketing Cloud for Commerce (CDP, transactional email, search and merchandising, and messaging channels including WhatsApp, SMS, and social retargeting), and Service Cloud for Public Sector and Customer Service (email communication, webcare, and social monitoring). Underlying infrastructure includes the Spotler Connect proprietary connector platform, Spotler APIs for custom integrations, and the Spotler AI suite covering Predictive AI, Generative AI, Conversational AI, and AI Analytics. Certifications include GDPR, ISO 27001, WCAG, and AI Act readiness.
Revenue is generated through SaaS subscriptions with quote-based annual pricing, sold via a sales-led go-to-market combining enterprise field sales, inside sales (phone-based at +31 (0)88 – 103 09 00), and an extensive certified partner network for implementation and resale. The customer base spans over 100 named enterprise and public-sector organizations across the Netherlands, UK, Germany, Sweden, Spain, and Australia, including Coolblue, Rituals, ING, ABN AMRO, KPN, PostNL, and Gemeente Amsterdam.
Datatrics firmographics
Firmographics- Name
- Datatrics
- Website
- https://datatrics.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Datatrics is a Netherlands-based Customer Data Platform, now operating as Spotler Activate within Spotler's portfolio, unifying first-party customer data to power personalization and journey automation for B2B, commerce, and public-sector organizations across Europe and Australia.
- Ownership category
- akta.pro rank
Datatrics industry classification
Industry- Product category
- Customer Data Platform
- NAICS
- Custom Computer Programming Services (541511), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD)
- akta.pro secondary industries
- CRM Data Quality, Enrichment & CDP-Adjacent CRM (HDAEAFAJ), Data Management Platforms (DMP) & Customer Data Platforms (CDP) (BPAMALAD)
Keywords
Where Datatrics is headquartered
LocationHeadquarters
- HQ city
- Oldenzaal
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Datatrics business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Cloud-based marketing software sold via subscription model with quote-based pricing tailored to customer requirements and usage scope.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Quote-based enterprise pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Datatrics product offering
Product offeringCore offering
Datatrics originally operated as a Customer Data Platform (CDP) company providing predictive marketing capabilities that unified customer data to power personalization, journey automation, and AI-driven marketing decisions. Following acquisition by Spotler, the Datatrics CDP has been rebranded as Spotler Activate and integrated into Spotler's broader marketing software portfolio, which spans B2B marketing, commerce personalization, and public sector communication tools.
Product overview
Spotler is a data-driven marketing software company that acquired Datatrics. The unified platform architecture integrates a Customer Data Platform (Spotler Activate) with marketing automation tools including email marketing, CRM, event management, website personalization, conversational marketing, social publishing, transactional emails, search/merchandising, and messaging capabilities (WhatsApp, SMS, social retargeting). The portfolio is organized into three specialized clouds: Marketing Cloud for B2B, Marketing Cloud for Commerce, and Service Cloud for Public Sector/Customer Service. Spotler Activate serves as the core CDP, unifying customer data from website, email, messaging and social touchpoints to power behavioral-based content personalization, product recommendations, and smart segmentation/automation for customer journeys. Integration infrastructure includes Spotler Connect (connector platform) and Spotler APIs for customization. The platform also includes a comprehensive AI suite (Spotler AI) with generative AI, predictive AI, conversational AI, and AI analytics capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- Spotler Activate (formerly Datatrics CDP) Customer Data Platform (CDP) that collects customer data for smart profiling and journeys, enabling complete control over data usage for better converting funnels and personalization. Serves B2B, commerce, and public sector organizations.
- Spotler Connect Proprietary connector platform enabling integration with any external system as part of Spotler's integration ecosystem.
- Spotler APIs APIs that enable customization of integrations with external systems and automation of workflows for developers.
- Spotler AI AI product suite encompassing Conversational AI for automated support, Generative AI for content optimization and translation, Predictive AI for customer value prediction, and AI Analytics for cross-channel data insights.
Companies that use Datatrics
Customer profileNamed customers20 records
Segments3 records
Ideal customer profiles2 records
Datatrics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability6 records
Feature6 records
Datatrics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Partner NetworkcoreExtensive partner network providing implementation, integration, consulting, and resale services. Partners include customer success teams, support teams, technical specialists, and certified resellers.
Scale indicators1 record
Recent moves1 record
Expansion highlights5 records
Datatrics competitors and assessment
Company assessmentDirect peers
- Segment (Twilio): Twilio's Customer Data Platform offering; directly comparable as a leading CDP with strong integration story, identity resolution, and audience building — competing head-to-head with Spotler Activate for mid-market and enterprise buyers.
- Insider: Cross-channel marketing and CDP platform with strong personalization, AI-powered predictive capabilities, and built-in journey orchestration — a direct competitor for B2B and commerce mid-market buyers.
- Selligent (Marigold Engage): European-headquartered marketing automation and CDP platform with cross-channel campaign orchestration; competes directly with Spotler's Marketing Cloud for B2B and Commerce.
- dotdigital: UK-based marketing automation and CDP platform focused on email, SMS, social, and ecommerce personalization — a direct European competitor to Spotler in the mid-market eCommerce segment.
- mParticle: Pure-play CDP focused on customer data unification, identity resolution, and activation across marketing channels; competes directly with Spotler Activate for the same eCommerce and B2B buyer personas.
- Treasure Data: Enterprise CDP with customer data platform, identity resolution, and AI-driven marketing activation; targets the same global enterprise and B2B commerce buyers as Spotler Activate.
- Tealium: Enterprise CDP and tag management platform with strong emphasis on data governance, consent management, and real-time data orchestration — a direct competitor in regulated industries and large enterprises.
Broad incumbents
- Salesforce Marketing Cloud / Data Cloud: Broad incumbent offering a comprehensive CDP (Data Cloud) embedded within the broader Salesforce Marketing Cloud ecosystem; competes via scale, native CRM integration, and bundled capabilities.
- Adobe Real-Time CDP / Experience Platform: Broad incumbent with Adobe Experience Platform and Real-Time CDP; competes in the same enterprise CDP and personalization market with the broader Adobe marketing and analytics stack as a bundle.
Emerging players
- BlueConic: Pure-play CDP focused on first-party customer data unification, profile building, and activation for retail and B2B — overlapping with Spotler Activate for mid-market eCommerce and enterprise buyers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Datatrics social profiles
Digital presenceDatatrics compliance and trust
Trust signalCompliance4 records
Datatrics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Datatrics leadership team
Management profileNumber of profiles
Profiles1 record
Datatrics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Datatrics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Datatrics
What does Datatrics do?
Datatrics originally operated as a Customer Data Platform (CDP) company providing predictive marketing capabilities that unified customer data to power personalization, journey automation, and AI-driven marketing decisions. Following acquisition by Spotler, the Datatrics CDP has been rebranded as Spotler Activate and integrated into Spotler's broader marketing software portfolio, which spans B2B marketing, commerce personalization, and public sector communication tools.
Is Datatrics a public or private company?
Datatrics is a private company. It is classified as corporate owned and is currently acquired.
When was Datatrics founded?
Datatrics was founded in 2014. It employs 1 to 10 people.
Where is Datatrics based?
Datatrics is headquartered in Oldenzaal, Netherlands, in the Europe region.
How does Datatrics make money?
One revenue line is on record: saaS Subscription.
Who are Datatrics's main competitors?
Direct peers on record are Segment (Twilio), Insider, Selligent (Marigold Engage), dotdigital, mParticle, Treasure Data and Tealium. Broad incumbents are Salesforce Marketing Cloud / Data Cloud and Adobe Real-Time CDP / Experience Platform. BlueConic is listed as an emerging player.
Does Datatrics have an API?
Yes. Spotler APIs enable customization of integrations with the platform. The API allows developers to build custom integrations and automate workflows. Available through Spotler Connect connector platform.
What industry is Datatrics in?
Datatrics's product category is Customer Data Platform. Its primary akta.pro industry code is BPAFAFAD, Customer Data Platforms (CDP) & Identity Resolution, with a secondary code of HDAEAFAJ, CRM Data Quality, Enrichment & CDP-Adjacent CRM. Its NAICS code is 541511 and its SIC code is 7370.