PE-backed Umbel buys Lodestone

Fan analytics platform Umbel has acquired Lodestone, a provider of multichannel consumer engagement. No financial terms were disclosed. Umbel’s backers include Cielo Private Equity.


AUSTIN, Texas, June 16, 2016 /PRNewswire/ — Umbel, a leading data software company, has acquired Lodestone, a multi-channel fan engagement company. With the acquisition of Lodestone, Umbel now offers over 70 different ways for brands to engage with their customers and fans, in mobile apps, in-venue, on-air, online and via social media. The news follows Umbel’s $20M Series B round led by Cielo Private Equity late last year.

“Marketers today are constantly trying to better meet the needs of a consumer. The ability to launch different campaigns quickly and have them tied to a purposeful data capturing mechanism adds tremendous value to the Umbel experience for marketing decision makers,” said Mark Drosos, Head of Sales and Customer Success at Lodestone.

“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.”

Umbel is a Customer Data Platform that empowers companies to unify and access their own customer data. Powered by the Digital Genome®, Umbel brings together data across silos and marketing execution systems into one unified, beautiful and actionable customer platform. Umbel’s vision is to make data the most valuable asset a business can own. Founded in 2010, Umbel is headquartered in Austin, Texas. Visit to learn more or connect with us on Twitter, Facebook or LinkedIn.

Lodestone gives access to over 70 mobile responsive design modules used to amplify and connect any marketing campaign into a multichannel experience by uniting existing native mobile applications, social media, in-store activations, purchases, TV, radio, POP materials, sweepstakes, websites and much more. Engage anywhere, activate on message and consolidate your consumer’s interactions and journey with your brand into one global user profile.