Adara

Adara is a customer data platform (CDP) providing an understanding of customer behavior to assist with digital marketing activities. Through its 300+ data partners, Adara provides access to more than 1.7 billion global customer identities from 130+ countries (as of October 2021) that are permitted and compliant with data privacy regulations. Employing AI on behavioral and transactional related data, Adara’s platform gives consumer insights on a wide range of metrics including loyalty programs, entertainment interest, and homeownership. The platform also enables marketers to segment customers and conduct campaign attribution and share of wallet analysis. Adara’s data can also be connected to its own customer relationship management (CRM) and loyalty program to conduct loyalty and other outbound marketing campaigns. 

Adara specializes in delivering data and insights for travel and retail brands. Its data include more than 850 million monthly unique traveler profiles with 24+ billion data elements across 130 countries, and its platform provides insights into traveler behavior and preferences. With its measurement tools, destination marketing firms can pinpoint the economic value of marketing efforts by linking marketing campaigns to customer sales. 

In response to the Covid-19 pandemic, the firm set up a dedicated Covid-19 response center, and in April 2020, Adara launched a tourism dashboard providing travel and destination marketers to track trends and projections in tourism searches and bookings.

Key customers and partnerships. 

Adara specializes in providing solutions for the hospitality and travel industry including travel agencies, hospitality brands and travel data providers. By October 2021, Adara had more than 2,000 clients including Accor and Mandarin hotel group. 

In 2021, Adara entered into partnerships with 1) Zeta Global; a customer insights platform to improve its insights for travel bookings and 2) Commerce Signals; a provider of payment data for marketers to help destination marketers plan and measure the impact of its marketing campaigns. 

In January 2023, RateGain, a global travel technology firm acquired Adara for USD 16 million to expand its AI-powered data-as-a-service (DaaS) and marketing automation offerings. The firm continues to operate under its own brand name.