How Supermetrics and Relay42 redefine Marketing Intelligence

Today, we're very excited to announce Supermetrics' acquisition of Relay42, a leading, real-time Customer Data Platform (CDP). You're probably thinking: why is Supermetrics, known globally for its market-leading data pipeline and management capabilities, acquiring a CDP?

Well, to answer that question, let's take a look at how Marketing Intelligence as a category is evolving and how it helps solve the biggest marketing challenges.

The challenges of modern marketing

Data overload

Modern marketing is messy and complex. According to our research, marketers are dealing with 230% more data compared to 2020, meaning more platforms, data sources, data destinations, and channels. Marketing Intelligence platforms help marketers cut through the noise and make impactful decisions by connecting real-time data from any source to any destination.

Measuring marketing success

45% of CMOs say they can’t measure the impact of marketing. We’re seeing many teams are still relying solely on last-click attribution despite the loss of tracking signal with the (slow) death of 3rd party cookies. On the other hand, advanced approaches such as marketing mix modelling, multi-touch attribution, and incrementality testing are gaining traction but are not democratized for most businesses. Marketing Intelligence platforms should give both campaign reporting and dashboarding, as well as advanced marketing measurement capabilities, so that businesses can leverage them without paying for expensive teams of data scientists or consultants.

Source: The 2025 Marketing Data Report

Doing more with less

Due to tough macro conditions in the market, 57% of marketing teams feel they're being asked to do more with less. As a result, marketing teams want to be less reliant on technical and data teams to get their jobs done. In addition, there is a push to use fewer technology platforms during the process, which inevitably leads to the consolidation of marketing technology. Marketing Intelligence platforms have the agility that marketers need by making traditionally technical tasks such as transforming and blending data available in a self-serve, no–code fashion.

Putting data into action—the missing piece of Marketing Intelligence

The real power of Marketing Intelligence lies in its ability to enable marketers to use data insights to optimize marketing spend and personalize customer experiences. But, existing Marketing Intelligence platforms either completely lack this functionality, make it out of reach in terms of cost, or make it so complex that only technical teams can access it.

This is why we’ve joined forces with Relay42, a real-time customer data platform, to close the gap and make Marketing Intelligence accessible to marketing teams of all sizes.

How Supermetrics and Relay24 close the loop and democratize Marketing Intelligence

Relay24’s powerful journey orchestration and personalization capabilities are the missing piece of the Marketing Intelligence stack. Combined with Supermetrics' data pipeline and management capabilities, we help marketers go from data to insights to personalized customer journeys in a unified, marketer-friendly workflow. Put visually, here is what this could look like for a retail brand.

Our plan is to enable this workflow in a fully composable and democratized way for businesses of any size. The Supermetrics platform is:

Easy to use

You get completely self-serve for the marketer, augmented with AI Agents for automation and intelligence.

API first

You can use the platform with or without the Supermetrics UI. All capabilities will be available via our Enterprise API.

Storage agnostic

You can bring your own storage or use Supermetrics Storage. Unlike the latest wave of ‘Composable CDPs’ that require you to use a data warehouse, Supermetrics works with or without a data warehouse, making it far more accessible to businesses of all sizes.

Modular and flexible

You can pick and choose the functional modules that make sense for your business, whether it's Supermetrics in-platform reporting or your reporting tool of choice.

Transparent and affordable

You know exactly what you're paying for and have complete confidence that costs won't spiral out of control with usage. Access advanced capabilities such as Measurement and Activation at a price point that's accessible and affordable.

Supermetrics Marketing Intelligence Platform

What are the benefits for Supermetrics and Relay42’s customers

We're very excited to welcome the existing Relay42 customers to Supermetrics, which already serves more than 200,000 businesses worldwide. As we deliver on our vision above, Supermetrics and Relay42's customers can reap the benefits of our platform to:

• Drive business growth, conversions, and customer lifetime value by optimizing customer experiences in real-time
• Empower and enable marketing teams to be agile, self-sufficient, and less reliant on technical teams
• Have the choice to consolidate multiple platforms into one, with the related cost savings

Closing thoughts

The acquisition of Relay42 marks a pivotal moment for Supermetrics. We're connecting data directly to real-time customer activation, finally solving a crucial challenge in Marketing Intelligence. With this unified platform, we’re committed to helping marketers turn insights into tangible growth, and we're honored to bring you along for this exciting next chapter.