Census

Census is a data integration and analytics company specializing in reverse extract, transform, load, (ETL) technology. The company is developing a “data activation” platform that transforms data warehouses into hubs for business and marketing operations by connecting unified product and customer data to various SaaS applications, enabling decision-making based on actionable data without the need for custom scripts or engineering support.

The Census platform offers connectors for a broad range of data warehouse applications, such as Google BigQuery, dbt Labs, Elasticsearch, Greenplum, MySQL, and Snowflake for input, and supports a variety of SaaS applications ranging from Salesforce and Zendesk to Google and Facebook Ads, Shopify, and Slack. Notable features of the platform include scheduled and continuous data sync, configuration via GitLink, a visual data mapper, and customer notifications.  

In July 2024, the company acquired Fulcrum, an AI-driven automation platform for enhancing document processing and integration, for an undisclosed amount. Following the acquisition, Census aimed to integrate Fulcrum's technology into its platform to improve areas such as no-code tooling, powerful modeling capabilities, trust and governance features, and AI-first personalization for marketing teams.

Key customers and partnerships

Census’ customers included names from a variety of segments and industries, such as Figma, Notion, Canva, Dockers, and Loom. These customers mainly utilize Census in marketing and sales use cases, while data teams also engage with the platform for support functions.

As of November 2023, in terms of partnerships, Census engaged in collaborations with multiple notable firms, including Google, Snowflake, AWS, Fivetran, Mammoth Growth, Poplin Data, and SpringML, to expand its product capabilities and support deployment.