Varicent makes software that’s intended to automatically collect and analyze sales data not only from a company’s finance and sales operations, but also from its human resources and IT departments. The point — and if this doesn’t describe an IBM-like view of the world I don’t know what does — is to gain efficiencies, discover unknown trends and, as always, boost sales.

In more practical terms, it means, according to a note from Brian Marshall at ISI out this morning, that Varicent’s software makes it easier for companies to “optimize compensation, streamline territory assignments, manage quotas, analyze sales activities and prepare for audits.”

Founded in 2003, it had raised $35 million in venture capital from FTV Capital, RBC Venture Partners and Edgestone Capital. It has 180 customers including Hertz, Manpower, Office Depot and Starwood.

Marshall goes on to argue that IBM is the company best positioned to capitalize on the expected $10 billion business in analytics. Varicent would be its sixth recent deal in the space: Others include Algorithmics, Clarity Systems, OpenPages, Cognos and SPSS.

And while terms haven’t been disclosed, IBM, Marshall says, has indicated that the return on its software acquisitions has been better than it has been in several years. It also looks like Big Blue’s dealmaking it on a serious upswing: After spending about $6 billion on acquisitions in 2010 it cut back to only $2 billion in 2011. Marshall argues that IBM is going to be busy buying companies: “We expect continued activity this year and see IBM as among the best in large-cap technology at building high-value capabilities through acquisition.”

IBM shares fell by $1.09, or about a half percentage point, to $204.23 by 10 am ET. The shares are up almost 12 percent this year, and earlier this month hit a lifetime high of $210.69.

One way they often do this is by installing a system running Hadoop. This is the open source tool that evolved out of work done by Google and Yahoo, and basically takes big blocks of data and makes analyzing it a manageable process. The creation of a thriving business environment around Hadoop, which by itself is freely available, has attracted mountains of venture capital funding to start-ups such as Cloudera and Hortonworks.

Add another Hadoop player to the pile. Today, Mortar Data, a company devoted to making Hadoop easier to use, will announce a round of seed funding. Usually I don’t pay much attention to companies at the seed stage but in this case I made an exception, in part because the lineup of investors is so interesting. The lead investors are Chris Lynch, the former CEO of Vertica who left his job at Hewlett-Packard last month, and TechStars, the noted start-up accelerator, which is also a customer.

Other investors are Atlas Ventures, Genacast Ventures, and Great Oaks Ventures as well as Brightcove founder and CTO Bob Mason, and Matt Turck, managing director of Bloomberg Ventures, the venture capital arm of Bloomberg LP, the financial data and media concern. The precise amount of the funding hasn’t been disclosed.

As widely used as Hadoop is, it requires a lot of specialized knowledge, says K Young, Mortar’s CEO. Mortar’s secret is to use the Python programming language and Apache Pig, running on cloud infrastructure. The combination makes working with Hadoop a lot more accessible to people with more generalized programming knowledge. It’s not all that different from SQL. Easy enough that Vertica has said it will offer Mortar’s solution to its clients. That makes Mortar Data worth watching.

It’s something that IBM does a lot of, and does well, and it’s something that Hewlett-Packard is starting to talk about with increasing regularity, especially in the wake of its acquisition last year of Autonomy, while outfits like Splunk and open source efforts like Hadoop make it easier to do the crunching. And there are lots of start-ups working at finding ways to bring new levels of analysis to stale old business data that used to sit collecting virtual dust, unloved and unused on hard drives.

Generally speaking, the businesses that use analytics are, by definition, pretty big. They have large retail footprints, or big supply chains or something else about their business that makes them big. Being big is, intuition tells us, sort of a prerequisite to yielding the large volumes of data that just beg to be analyzed. You had to buy hardware and software and hire a lot of really smart people to get the job done.

Intuition can be wrong. In the age of cloud computing, where companies don’t bother to buy their own servers but rather rent space on servers from cloud outfits like Amazon Web services or IBM or Rackspace, why couldn’t you do the same thing with analytics? It turns out you can.

A Seattle-based company called Medio does precisely this, and today it launched something called the InGenius Suite. It’s essentially a big data analytics engine that’s designed to do exactly what big companies all want when they call Big Blue or HP or someone else: Show them where they can make more money. And? It all runs in the cloud.

Think you’re missing an opportunity to make incremental sales, but don’t have the data to prove it? Medio is aimed at industries like retail, finance and entertainment, and it brings the same kind of predictive analytics to bear that the big companies get. It’s also been around for a while: Medio has been selling its predictive analytics technology for years in two prior generations, but this is the first time it has been available in a cloud-based offering.

Its speciality is in the mobile space, and its platform supports 10,000 different devices, sees more than 105 million unique users in 220 geographies and captures 550 million events every day. The analytics have turned out 15 billion different personal recommendations.

“Our mission in life is to help companies to understand what their consumers are doing, to engage them better, and to help them make more money as appropriate,” says Rob Lilleness, Medio’s CEO. Customers range from Rovio, the Finnish outfit behind the addictive Angry Birds mobile game franchise, to mobile carriers like T-Mobile and Verizon.

The company is backed by investments from Accel Partners, Trilogy Equity Partners, Frazier Technology Ventures and Mohr Davidow Ventures, with total capital raised of about $30 million.

Lilleness said Medio has been at it for seven years. One of its co-founders is Brian Lent, who’s also chairman and CTO. He founded an outfit called Junglee that Amazon bought some years back. When Amazon tells you after buying something that you might also like something else, that’s the Junglee technology at work. Amazon boosted the percentage of sales coming from recommendations from 3 percent to 30 percent since acquiring Junglee, so the effect of having an analytics engine that can help you make recommendations isn’t exactly trivial.

Medio’s InGenius Suite is built around getting the same kind of understanding that big companies do, but in a manner that’s within reach to smaller companies. “We want to democratize the ability for companies to get up and running easily with big data,” Lilleness told me. “We can service the big companies, and we have for many years. But whether you’re a large company or a smaller, the key thing you have to know about big data is that data itself is the oil of the 21st century. Those who don’t understand it and what they need to do with it risk being left behind.”

The new app, Square Register, comes with a free, detailed analytics system for business owners, and more integration with Card Case, Square’s consumer-facing app that allows people to pay with their smartphones just by being in the vicinity of a Square-using business.

Square, which utilizes a small plastic dongle that fits into the audio jack of a smartphone or tablet to process credit card payments, first introduced an iPad app last May. In November, the company rolled out Square 2.2 for iPad, iPhone and Android phones, allowing merchants using the technology to offer rewards to customers who make repeat purchases. Square has said it has no plans at this time to launch a version of its app for Android tablets.

The San Francisco-based start-up is now processing $4 billion in payments annually, double the rate it said it was processing in the fourth quarter of last year.

Square’s new iPad app arrives as companies both small and large are racing to develop systems to replace traditional point-of-sale systems — amid plenty of sniping about security, as well.

Last week, online payments giant PayPal rolled out its “offline” point-of-sale system in 2,000 Home Depot stores across the U.S., which will allow customers to pay for items using a PayPal card or mobile phone number and PIN combination. A Visa executive has criticized PayPal’s in-store system, saying that data thieves could easily see a PayPal-paying customer enter their private data at a terminal. PayPal responded by reiterating its commitment to payments innovation, saying a user’s data is more secure in the cloud than it is in their pocket.

Visa, meanwhile, has been working on its own digital wallet service, called V.me.

There’s also Isis, the mobile payments joint venture led by Verizon Wireless, AT&T and T-Mobile USA, which will compete directly with Google Wallet, the payments app developed by Google for Android phones.

And now some two dozen retailers, including Walmart and Target, are working to develop in-store mobile payments systems that would compete with the current systems available, according to a report from The Wall Street Journal. According to the story, the merchants say that they’re concerned about potential security and privacy risks in the existing services.

But unlike some of these services, Square has been focused on small, “mom-and-pop” businesses and contractors, who may not want to invest in bulky credit card systems with higher transaction and interchange fees. In December of last year, the company announced that it has more than one million merchants that can accept credit cards.

On March 1, a proposal to test Square in 30 New York City taxicabs was approved, as the city’s Taxi and Limousine Commission explores new technology that could enhance the process and possibly lower credit card transaction fees. The contracts for credit card payments in cabs right now are held by Creative Mobile Technologies, LLC, and VeriFone, Inc. — which has previously alleged that Square has a “serious security flaw.”

Big like a big-data and analytics problem, the kind that IBM is making a name for itself in tackling. That’s exactly what Big Blue has agreed to do for the Miami Dolphins, the company said today, in the latest announcement by its Smarter Cities unit.

The Dolphins have tapped IBM to help the team operate Sun Life Stadium. The Dolphin’s home field during the regular season, it also has been known, over the years, to host the Super Bowl and the Orange Bowl. It has 1.5 million square feet of space, 75,000 seats and 24,000 parking spaces. Just try keeping track of it all by yourself.

The team has taken software that IBM developed for running cities, known as its Intelligent Operations Center, and put it to work in managing the stadium, and to trying to make the experience of attending a game more interesting for fans.

The IOC software is in use by several cities around the world, not the least of which, I’m told, is New York City. It’s typically used to view interconnected operations around a city, and monitor in real time for problems, but also to analyze underlying data to indicate where problems are cropping up.

If you think about it, a football game is just a great big business transaction that, like any other, generates a lot of data that’s just begging to be analyzed in order to make it more efficient and less costly, and to help it run smoothly. The IOC software, IBM says, provides a window into ongoing stadium activity and helps manage traffic flow, even to tracking where visitors like to eat before or during a game.

Aside from the tickets themselves, the big business at any stadium is in concessions, and the team is always looking for a way to nudge fans to buy food and drink while they’re in their seats, enticing them with specials. But if you’re the kind of fan who wants to have a sit-down rather than grab a beer and a brat during game, it makes sense for the team to try and know that about you, and act accordingly when you get to the stadium. IBM had more to say about it in a short video, which I embedded below.

This is the second major engagement for IBM’s Smarter Cities group in as many weeks. Last week, Big Blue was tapped by the Chinese city of Zhenjiang to help it modernize its public transportation infrastructure. To get the job done, IBM created a software platform that is aimed at increasing how much traffic the city can handle every day while also anticipating and preventing traffic jams before they happen.

If that seems a little dull, consider the numbers: Cities struggling to get their traffic under control — and thus allow people to be more productive — are willing to spend billions to get the job done. One estimate by Pike Research suggests that cities in Asia will spend $36 billion on this problem between now and 2020, or about $5.5 billion a year. IBM doesn’t say how much Zhenjiang is spending with it, but these deals are rarely small.

I recently had a chance to visit with Karen Ann Parrish, the IBM VP who runs the Smarter Cities program, and while it doesn’t take much to get her talking at length about it, once you do, you can’t help but walk away from the conversation realizing that Smarter Cities is kind of a big deal. Oddly enough, the needs of New York to respond to a terrorist attack quickly are similar to the needs of Rio de Janiero in Brazil, which needed to respond to life-threatening floods. It’s all about finding patterns, Parrish says. “We sat with a number of clients and asked if we could find some ways to codify the best ways to respond to these emergencies and other problems that come up. If we learn from these patterns, we can solve these problems a lot more quickly,” she told me. Thus the Smarter Cities business was born.

There is at least a future to this business. Projections show that 70 percent of the world’s population is going to live in cities by the year 2050, which basically means that the cities themselves are going to have to tackle an ever-growing set of problems in the coming years. They’re going to need all the help they can get.

It went on to explain some of the circumstances of the attack, a little bit about what data was taken, and then later conceded that at least some of that information was used to launch an ultimately unsuccessful attack against the defense contractor Lockheed Martin.

Last year was a tough one for RSA. Its security tokens, which generate six-digit numbers that act as a second constantly-changing password to help keep intruders out of sensitive computer systems, are the backbone of the security systems of many companies and government agencies.

Art Coviello, the onetime CEO of RSA and now executive vice president of its parent EMC, will be giving a keynote address tomorrow at the annual RSA Security Conference in San Francisco. I thought it might be a good chance to talk with him about the legacy of the attack on RSA, see if there was anything new he could share about what was learned about the attack, and how what happened is shaping RSA’s thinking about the computer security landscape.

AllThingsD: Art, You’ll be speaking at RSA about a year after the infamous attack on your company. How are you approaching the speech, and what are you going to say?

Coviello: Part of what I’ll be talking about is the renewed sense of dedication we have to our mission, our responsibility to customers to regaining and maintaining their confidence. And also applying the lessons learned and sharing them vigorously, not only with our attack, but some of the other attacks that we have privileged insight into. And the bottom line is that we do hope, in the final analysis, that people have more of a sense of urgency in protecting themselves, because the truth of the matter is that we weren’t alone. The theme will be how security has to change from the kind of perimeter defenses that seemed to be dissolving even before our attack, to the requirement for more resilient security based on intelligence that you can get on a more real-time basis. So I’ll be outlining RSA’s vision for intelligence-driven security.

It will be a fairly strong call to action for the industry. We’ve had a great run in creating a trusted digital world, for all its weaknesses and idiosyncrasies. But as you see with trends like the consumerization of IT, we’ve never had a generation of employees and consumers that has been as technology-savvy as we have today, and in many instances they’re getting ahead of the enterprise IT organization’s ability to absorb the technologies they use day in and day out. And that puts an even bigger burden, from a security perspective, on IT organizations. And so they need to manage what they can’t directly control, and secure what they can’t directly control, and that means perimeters are nonexistent. So how do you get the intelligent controls you do have deployed more intelligently, so that even if things are out of reach, they’re not out of your ability to secure them? Our attack did not only raise awareness, but also the action level of people.

The attack that RSA suffered last year caught a lot of people by surprise. For those who haven’t kept track, have there been any new disclosures or information disclosed since, or is there anything new that you’ve learned?

No. And the funny part about it, as with all things in the press, if nothing bad happens, nothing gets written about. To date, there has been only one instance where it has been suggested that the information stolen from us has been used in another attack. And that was Lockheed Martin. And that attack was unsuccessful. There have been no other attacks, and believe me, we have stayed close with law enforcement and other sources, and have run down every one of these that has been reported, and there’s no substantiation of even another attempted attack, let alone a successful one. So we stand by the original decision we made in March, which was to announce that information had been stolen, to announce that you couldn’t launch a direct attack with the information stolen, and that if you took the remediation steps that we advised our clients to take, you’d be fine.

I think — and this is my theory — the attacker thought that they would be able to get in, steal the information they got from us without being caught, and then steal information from others, and combine them. And, quite frankly, because of our quick action in detecting that we were breached and some information stolen, we blew their cover. I can’t think of a reason to explain why they would go to all that trouble and you would only see one instance of a follow-up attack, and that one instance was stopped. And that got lost in all the coverage.

The impression I got was that the attacker seemed to get that this was an attack that was only partially successful, and that whoever it was — the speculation was that it was China — they only got a little of what they had hoped to get, and once detected, the jig was up. Is that more or less how you see it?

I couldn’t put it better than that. And we said that everything we saw pointed to a nation-state, but we never had the smoking gun to point to a particular country as the source of the attack.

So then what happened after the attack was that, since a lot of people and companies and government agencies had put a lot of faith in the RSA dongles and your system to keep people out, there was a bit of a crisis with that faith.

Totally true, let me step in here. That was one of the issues we had to wrestle with when the Lockheed incident happened. Because of the Lockheed thing, people thought we had to issue new tokens to everyone. That was not the case. We continued to stand by the remediation. But we had to recognize the angst and the perception among customers. And that is why we had to offer to replace the tokens. And sure, there were a number of customers who did, but the vast majority did not. No one likes the fact that it happened, but our concern right from day one was for the customers. The proof of the pudding is that our customers are still taking tokens. We’ve lost a negligible number of customers. And, in fact, we’ll be talking this week about some surveys showing that people are still buying tokens.

So you say in your remarks you plan to talk about real-time security intelligence, which is something I’ve talked about with IBM recently. Is real-time intelligence the direction where the entire security industry has to go?

First of all, the NetWitness — and this is another irony in all this — I signed the purchase and sale agreement to purchase NetWitness just a few days before the attack on RSA. And one of the reasons we bought it is that we had it deployed all across EMC. And we viewed it as being very effective in spotting anomalies in network traffic. So the issue today, especially with the porous perimeters that we have, is not whether or not you can or will be breached, because you can be breached. The issue is how fast can you spot it.

The Verizon data-breach report (PDF here) says that more than 90 percent of exfiltrations occur within hours or days of the initial breach. But about 79 percent of breaches aren’t spotted until weeks after they occur. We were able to see the attack in progress, which is why we were able to minimize the information that did get out, and we were within a blink of an eye of stopping the attack altogether. And it was based on this NetWitness technology. But since we acquired it, we have been leveraging it to see not just movements of packets, but to combine with our (Security Event Management) product to not just log information, but ingest all kinds of contextual information. This is unprecedented in security technology and, frankly, IBM doesn’t have it.

And one of the things that I’ll be saying in the keynote is that the age of Big Data has arrived for security, and it has. It is a Big Data problem. If you’re going to be able to spot these attacks in real time and have a resilient security system, as opposed to one that breaks and doesn’t bend, which is what the perimeter defenses do today, then you have to have real-time analytical capability. Only today do we have the storage and analytical capability, and the ability to deploy it at scale. One disadvantage of the attackers is that they are not legitimate. There will always be something in how they get access, or what they do, that will allows us to find them out.

The observation I made in talking with IBM last week is that there are so many new problems and threats emerging that it’s not only difficult to keep track of them, but it’s also hard to filter security vendors who offer conflicting visions and products they all say are a panacea. CIOs are getting confused, and are having a hard time calibrating their priorities. How do they find any clarity these days?

Let me read a line from my keynote: We have to stop being linear thinkers, blindly adding controls on top of failed models. It’s the model itself that is broken. If a vendor is coming to you, saying, “I’ve got this new control, just add it to this uncoordinated silo of controls that already exist,” then they are not doing you much of a service. What we’re advocating is that people double down on some of the qualitative things that have nothing do with technology. So the first element of having what we call an intelligence-driven security system is doing a better job of assessing and managing risk. And I’m going to put a challenge out to the audience, and I’m going to say that no one does this meaningfully, and no one does it well.

So what needs to change?

When I talk about understanding the threats outside-in, as well as inside-out, what I mean is not only understanding what your material assets are, but marrying that knowledge to an understanding of who might attack you, how they might come at you. The next step is getting leverage from the controls that you have. You have to disinvest in some. Let’s face it, 10 or 12 years ago, antivirus signatures numbered in the tens of thousands. Now they number in the tens of millions. How can that make any sense? As soon as you have a signature, someone has a new virus to overcome it. It’s these static models that don’t bend, but break, that have to change. The controls that we have have to be more intelligent.

What is Big Data?
Big Data technologies like Apache Hadoop provide a framework for large-scale, distributed data storage and processing across clusters of hundreds or even thousands of networked computers. The overall goal is to provide a scalable solution for vast quantities of data (terabytes/petabytes/exabytes) while maintaining reasonable processing times. These systems are incredibly effective for storing and analyzing large volumes of structured as well as unstructured or semi-structured data such as text, web or application logs, email, web pages, documents, and images.

Big Data in the Enterprise
Companies are capturing and digitizing more information than ever before. According to IDC, the world produced one zettabyte (1,000,000,000,000 gigabytes) of data in 2010. Fueling this data explosion are over five billion mobile phones, 30 billion pieces of content shared on Facebook per month, 20 billion Internet searches per month, and millions of networked sensors connected to mobile phones, energy meters, automobiles, shipping containers, retail packaging and more. Big Data is a platform for transforming all of this data into actionable items for business decision making.

The barriers to entry for Big Data analytics are rapidly shrinking. Big Data cloud services like Amazon Elastic MapReduce and Microsoft’s Hadoop distribution for Windows Azure allow companies to spin up Big Data projects without upfront infrastructure costs and allow them to respond quickly to scale-out requirements. Commercial vendor support from companies like Cloudera can speed development and deliver more value from Big Data projects. Bundled server options such as Oracle’s Big Data Appliance offer fast setup and scale-out solutions. Finally, modular data center designs are emerging as a way to efficiently manage hardware and scale-out rapidly and cost-effectively.

Companies likely to get the most out of Big Data analytics include:

• Supply chain, logistics, and manufacturing — With RFID sensors, handheld scanners, and on-board GPS vehicle and shipment tracking, logistics and manufacturing operations produce vast quantities of information offering significant insight into route optimization, cost savings and operational efficiency
• Online services and web analytics — Internet companies invented Big Data specifically to handle processing information at Internet scale. Implementation of these analytical platforms is now viable for smaller online services companies to provide an edge over competitors for advertising, customer intelligence, capacity planning and more. Companies who don’t offer online services but do have an ecommerce or other online presence will benefit greatly from understanding customer behavior and buying patterns via clickstream, cohort analysis and other advanced analytics.
• Financial services — Financial markets generate immense quantities of stock market and banking transaction data that can help companies maximize trading opportunities or identify potentially fraudulent charges, among various other uses. New regulations also require detailed financial records to be maintained for longer periods.
• Energy and utilities — Smart instrumentation such as “smart grids” and electronic sensors attached to machinery, oil pipelines and equipment generate streams of incoming data that must be stored and analyzed quickly to uncover and fix potential problems before they result in costly or even disastrous failures.
• Media and telecommunications — Streaming media, smartphones, tablets, browsing behavior and text messages are captured at ever-increasing rates all over the world, representing a potential treasure trove of knowledge about user behavior and tastes.
• Health care and life sciences — Electronic medical records systems are some of the most data-intensive systems in the world and making sense of all this data to provide patient treatment options and analyze data for clinical studies can have a dramatic effect for both individual patients and public health management and policy.
• Retail and consumer products — Retailers can analyze vast quantities of sales transaction data to unearth patterns in user behavior and monitor brand awareness and sentiment with social networking data.

Data Warehouse Integration
To apply this new technology effectively, it is important to understand its role and when and how to integrate Big Data with the other components of the data warehouse environment. In a vast majority of cases, Big Data does not replace the data warehouse. Hadoop is built for speed and flexibility across huge sets of often unstructured data, but is best used for fairly simple workloads, such as sorting, aggregating, converting, and filtering. Hadoop is also not intended to manage schema structure, referential integrity or security. Database management systems are therefore still a vital part of the overall solution architecture. So how will Big Data Analytics be incorporated with existing BI/DW investments?

Hadoop provides an adaptable and robust solution for storing large data volumes and aggregating and applying business rules for on-the-fly analysis that crosses boundaries of traditional ETL and ad-hoc analysis. It is also common for the results of Big Data processing jobs to be automated and loaded into the data warehouse for further transformation, integration and analysis. This allows Big Data to be integrated with data from other sources and exposed to users via BI tools, dashboards and reports. Several options are available for extracting data from Hadoop into the data warehouse. IBM, Informatica, Microsoft, Oracle and SAP have released or announced tools to interface between Hadoop and relational database management systems.

User-Friendly Tools for Big Data
Tools like Apache Pig and Apache Hive provide SQL-like frameworks for advanced data analysts to run queries directly against data stored in Hadoop. This is an effective way to do targeted, one-time analysis, perform exploratory data mining, or develop queries that may later be automated and loaded into a data warehouse. However, these tools require technical expertise and do not cater to end users.

Luckily, there are some exciting end-user tools coming in 2012. Tableau has support for drag and drop Hadoop reporting currently in beta and Microsoft recently announced the Hive ODBC driver and the Hive add-in for Excel which will allow end-user access to data stored in Hadoop through Excel, PowerPivot and Analysis Services. Tools that enable end users to slice, dice and visualize data in Hadoop will become increasingly important components of a company’s Big Data analytics arsenal over the coming years.

Big Data adoption will continue to be driven by large and/or rapidly growing data being captured by automated and digitized business processes. Successful adoption of this technology requires turning this raw information into usable knowledge throughout the enterprise. To accomplish this, companies will need to intelligently incorporate Big Data into their existing information management systems and take advantage of the developing ecosystem of integration and analysis tools. As we move into the age of Big Data, companies that are able to put this technology to work for them are likely to find significant revenue generating and cost savings opportunities that will differentiate them from their competitors and drive success well into the next decade.

Harlan Smith is a Manager in the Business Intelligence and Performance Management practice at Hitachi Consulting, specializing in business intelligence engineering, architecture and project/program management. Harlan is a graduate of the University of Puget Sound in Tacoma, WA, and currently lives in Seattle where he has been a consultant since 2005. Follow him @smithharlan on Twitter.

Clearspring, the social-sharing company — in an effort to increase its business as a marketing analytics player — has acquired XGraph, a data science company.

Clearspring declined to provide the price it paid for XGraph, but said the deal was in cash and stock. The start-up raised $3.75 million just over a year ago.

The combined company has 85 employees — 70 at Clearspring and 15 at XGraph.

Execs at the the McLean, Va.-based company said the purchase will increase value to advertisers and publishers via audience targeting and data science. Clearspring is best known by consumers for its AddThis social-sharing tool, which provides a lot of detailed user data.

Clearspring raised $20 million in funding in May. At the time, the company said it planned to spend its new cash on acquisitions that leveraged data and built audiences more efficiently.

The New York-based XGraph focuses on modeling and monetizing the Web’s social graph.

“We get a lot of data points every day and making sense of them is something we have already been doing, but XGraph fits the bill to go even further in the multi-graph use of data,” said Clearspring CEO Ramsey McGrory. “It puts us in a position to be the market leader for the application of data.”

Key Compton, CEO and co-founder of the three-year-old XGraph, noted that the industry has become data-driven in new ways.

“People are connected to each other via social connections in a multi-graph platform,” said Compton. “I think there are some really interesting opportunities to access the data.”

Here’s the official press release for the deal:

Clearspring Acquires XGraph to Create Largest Multi-Graph on the Open Web

Company accelerates growth by deepening data team and technology

McLean, VA and New York. NY. — November 1, 2011 – Clearspring, provider of the largest social sharing and analytics platform, AddThis, announced today it has acquired XGraph, Inc., a leading data science company focused on modeling and monetizing the web-wide social graph. Clearspring’s massive reach and proprietary real-time data processing capability, coupled with XGraph’s audience technology, create the largest multi-graph platform on the web — mapping 1.2 billion user’s connections by brand affiliation, intent and social behavior.

The investment in XGraph’s data science capabilities marks another step on Clearspring’s rapid growth trajectory. XGraph’s team has deep data science expertise with applied backgrounds in advertising, sociology, mathematics and computer science. Their unique technology dynamically organizes users by shared connections and interests. XGraph’s team and platform will drive Clearspring’s existing efforts with publishers, advertisers and agencies forward while also setting the stage for new innovation.

“Clearspring is at the epicenter of two major shifts online — the web becoming social and personal, and advertising becoming data-driven and accountable. The common thread in both changes is data. To compete in this new world, companies will not only need the ability to access and process big data, but also have the ability to activate that data to create value for consumers, publishers and advertisers,” said Ramsey McGrory, Clearspring’s new Chief Executive. “The combined company has the people, technology and data to enable our clients to stay at the forefront of these changes. 2012 will be a breakout year for Clearspring.”

For advertisers, agencies and trading desks, Clearspring will immediately be able to provide the largest multi-graph audience targeting capabilities available on the open web. By using this technology to identify a brand’s core audiences and finding millions of other connected and like-minded people online, the company can now drive more efficient spending and increased campaign performance. Clearspring also plans to leverage this new capability to deliver publishers unique audience insights, monetization capabilities and actionable data products in the coming year.

“Most companies only capture one dimension of how we’re all connected, whether it be our friends or people we share with — a single graph approach. XGraph not only models these social connections, but also multiple other types of connections such as brand affiliations, intent and more — a multi-graph approach,” said Key Compton, XGraph’s CEO. “We’re truly excited to leverage our technology to unlock the value of Clearspring’s massive data set and help publishers and advertisers truly harness the power of the web-wide interest graph.”

XGraph is headquartered in New York with an office in Silicon Valley. All XGraph employees based in New York will join Clearspring’s office there. Clearspring plans to keep the office in Silicon Valley. The combined company will have 85 employees nationwide.

At a conference it is hosting in Las Vegas for more than 10,000 clients and partners, the Armonk, N.Y., company says it plans to unveil, among other items, a new analytics application for the Apple Inc. iPad and software that enables companies to analyze large amounts of data in the cloud.

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It also got a new round of funding, including an investment from Greylock Partners, that brings its total capital raised so far to $11 million. Also joining Tidemark’s board are Peter Currie, president of Currie Capital; and Phil Wilmington, former co-president of PeopleSoft and the CEO of OutlookSoft. Both have joined Tidemark’s board of directors. Also on the board are Aneel Bhusri, co-CEO at Workday and a Greylock Partner; and Ben Horowitz, partner at Andreessen Horowitz.

Tidemark is building what it calls an Enterprise Performance Management application — all in the cloud — but it is also built from the ground up with mobile applications in mind. I had lunch with CEO Christian Gheorghe last week, and I have to say that what he described to me sounded, at first, a lot like what I’ve heard from lots of other companies wanting to give business leaders useful, up-to-the-minute business information they can act on.

Too often in business intelligence and analytics, projects fail to deliver, Gheorghe says, because they’re good at showing data but lousy in leading to action. “They give you a lot of information, but the next step is what to do about it,” he says. “What are the courses of action I can take, how do I react to what’s happening?”

And maybe this sounds familiar: Data from one application that you’d like to use is tricky to move over into another. “We call it the alt-tab syndrome,” Gheorghe says. “You have to alt-tab between applications, some of which were built before the Internet, back in the client-server era.”

Lots of the existing business intelligence tools are old, not designed to be mobile or to handle volatility in the markets, and they don’t deal well with unstructured data, which everyone seems to want to get a handle on these days.

Gheorghe spent five years and change at SAP, including a stint as its CTO, by way of its acquisition of OutlookSoft. He then spent about nine months as Greylock’s Entrepreneur in Residence. During that time, he realized a perfect storm was happening: If you had to build the business of analytics from scratch, it would solve the problem of making you both cloud-ready and mobile, but also ready to handle mountains of big data. “We found a lot of pain in the core analytic processes that companies had spent a lot of money trying to solve,” he says. Pain like that creates an opportunity for the one who can make it go away.

Tidemark aims to deliver real-time metrics information that has been adjusted for risk and which takes into account all the various strategic, financial and operational forecasting a business does. “There are so many things that the consumer-side companies have done with big data like Facebook and Zynga, but nothing like that has happened in the enterprise,” he says. “Basically they’re still using things that are drilling down and across in grids that no one uses, and dashboards that are two weeks behind.”

Tidemark is launching three applications: Metrics Management and Management Reporting, which aims to answer not the “what’s happening?” question about a business but “why is it happening?”; Enterprise Planning, the classic budgeting, forecasting and analysis functions; and Profitability Monitoring by product, customer and channel — essentially where you’re making and losing money.

The company has also teamed up with three partners: SnapLogic has hooked up with Tidemark to integrate data in the cloud. And since you can’t seem to do anything in big data these days without using some version of Hadoop, the open source big data platform, Tidemark says it has signed up with Cloudera, which sells its own tricked-out version of Hadoop; and VMware, whose vCloud will run Tidemark’s cloud.

Gheorghe’s backstory is interesting. He escaped communist Romania in the late 1980s, but what moved him to leave wasn’t entirely political. He was involved in the trade of bootleg cassette tapes and heard Pink Floyd’s “The Wall.” As a product of the evil West, it was forbidden under the regime of Nicolai Ceaușescu. Gheorghe decided there was no way that a country that produced such music could be all that bad. So off he went.

It was of course more complicated than that, but the anecdote serves as a pretty good metaphor for what Gheorge is trying to do with Tidemark, Horowitz says. Yes, there are an awful lot of companies that seek to use the cloud to provide business intelligence. “There’s a lot of new things out there, including Salesforce.com, Successfactors, any of them, they’re new but they bring a lot of the old software paradigms with them,” he says. “None of them have been a complete re-think. But Christian has really done it. It’s ironic that he was the one who could get his mind out of the old paradigm, having been in it for the last 15 years.”

Yesterday, it hinted that it will share its plans for leveraging Facebook’s new HTML5 mobile platform, but that there are other surprises to come. The event is titled “Unleashed,” so expect a lot of talk about where the company is headed with mobile in general.

Stay tuned at 10 am PT to hear the latest from the mega-successful social games company, which is currently seeking to raise $1 billion in an initial public offering.

9:57 am: Just showed up, expect the show to kick off any minute.

The press conference is taking place in Zynga’s new headquarters. In the atrium, there’s a big stage set up, and the press gallery is sitting in a bunch of retro chairs. Feels a little bit like an MTV talk show.

Zynga invited my dog, Fletch, to come play at the event, but he doesn’t have a travel budget, so he had to stay home in Seattle.

Pretty fitting that Zynga’s office, a.k.a. “the dog house,” has a hot dog stand. As you may know, the company was named after the dog, Zinga, owned by founder Mark Pincus.

10:10 am: The event may be starting. We are watching an infomercial on how Zynga was able to contribute to Haiti relief after the earthquake.

10:25 am: Ok, while we waited to get things started I was able to go get a Blue Bottle cup of coffee that takes five minutes to drip into the cup. What a perk!

Someone is getting excited. Just heard my first barking dog.

10:35 am: Here we go. There’s a montage of games from Poker to CityVille and Adventure World, Words With Friends and FarmVille. You’ve probably played one of them.

10:37 am: Founder and CEO Mark Pincus has taken the stage.

This is the first media event of any kind we have done in our new building, he says.

He jokes that they are about games, and we should feel comfortable being loud today.

He said they are launching 10 new products today, all of which have been in development for a year. Today we will meet the people and faces behind the innovation.

Pincus: There are 1,700 Zynga employees in this building alone, and at some point they will come out and say hi to us.

Pincus: He wants to know how he can get “you guys” to play games. We are all busy, and how can he get us all to play.

For us, it’s a platform. We aren’t the company that will make the next hit game, we are trying to do something broader than that. We want this experience to make up a platform for play.

10:44 am: Pincus says they spend a lot of time on the “FTUE,” or the “first time user experience.”

We want to give you a five to 15 minute experience that feels like a meal, we don’t try to ask you to change your day. Just like a good show, and I’ve been addicted to “Breaking Bad,” if you do like our games, we hope to give you enough depth for you to invest three, six months or a year.

We are going to show off Zynga Direct, whether on the Web or mobile, we are going to build a whole sandbox around the games and not just in the games. Facebook is here today and we are excited to be their launch partner for their platform announced yesterday. We’ll be showing off three HTML5 games that will be part of that.

When we unveil the pieces of Zynga Direct, we hope that you see that it is the deepest Facebook Connect experience on the Web today.

10:48 am: We are showing you CastleVille today, which is the next Ville game in our franchise. That game has been in development for more than a year, and it has beautiful art. It has new ways to collaborate and get ahead by partnering with other players in the game.

We are going to show you a new casual games category today in the hidden objects genre.

David Ko, Zynga’s chief mobile officer, will be showing a number of mobile titles launching in the next few weeks.

10:51 am: Pincus is now handing over the stage to Cadir Lee, CTO, who is in charge of building out so much of the technology in the back-end.

10:52 am: Lee: The first thing I want to talk about is our gaming engine, which has been built from scratch on Adobe’s Flash 11.

We have our own private cloud called “Z Cloud,” which is focused on being able to play our games all of the time no matter if it’s Christmas Eve. We’ve been known to deploy a 1,000 servers in one week in order to support a new game.

This isn’t the sexy stuff, but Zynga’s cloud and gaming engine technology is key. Often, the company is considered an analytics-driven company, rather than a gaming company. Lee is touching on some of this now.

Lee: We’ve long been known as an analytics company, which shows how our players engage. How do we match people up, so that you can have a social experience with a person across the street or around the world. How do we connect you with the right person at the right time.

Roy Sehgal, VP and GM, is now on stage to unveil a new genre, called “hidden objects.” It’s one that Disney’s Playdom has developed through a game called Gardens of Time.

Zynga says its first game is called Hidden Chronicles.

The concept behind hidden objects is finding clues hidden in a room, sort of like looking for Waldo. They are right in front of you, but difficult to find.

Up until Playdom’s release, critics didn’t believe that the popular PC download category could be made into a social game.

Sehgal: It’s going to be social. It’s going to be extremely easy to learn, but hard to master.

10:58 am: You can play with your friends to see who can find the most hidden objects, or provide hints to your friends.

This game is extremely interactive. No matter how many times you play an individual scene, it will be fresh. I believe it will be one of the most beautiful games you will play.

On the screen, Sehgal is showing various scenes that take place on a train, underwater or in the outdoors. The art is rich and historic-looking.

11:00 am: Now there’s a demo of the new Mafia Wars 2, which just launched yesterday, and is promising to be a much richer experience than the original version that came out three-plus years ago.

Since it’s already out, feel free to check it out on Facebook. No need to read a description here.

11:06 am: Mafia Wars 2 is also now live on Google+, which is the company’s second game on the platform after Poker. Remember, Google has a substantial stake in Zynga.

11:07 am: There’s an update to Zynga’s Poker game next. It was launched in July 2007, and after four years, we are still the largest and most social Poker game.

Zynga is unveiling Zynga Casino, including Zynga Bingo.

Casino games has been identified as one of the leading categories on Facebook with others experiencing lots of success, including DoubleDown Casino.

Zynga Bingo will be launching soon.

11:10 am: Bill Jackson, Creative Director, is now on stage. He’s from the company’s Dallas studios, and he says they developed the latest in the Ville franchise, called CastleVille.

The other Villes in the franchise are FarmVille, FrontierVille, CityVille and now CastleVille.

Jackson: It’s a new level of social, and offers the best of all the Ville games have to offer.

The game has a whole new cast of characters, who look like they are from Shrek, complete with rugged heros and refined ladies who fall in love.

Jackson: CastleVille takes storytelling to a whole new level, and in a personal way. Your journey through the game is different based on who you are.

Zynga is bringing massively mutliplayer role-playing games to the mass market.

CastleVille will have music from an entire orchestra that was recorded in Seattle. Jackson says this is the first time this has been done in a social game, although it is common in console games.

11:18 am: The peanut gallery has been asked to turn around to see all of the Zynga employees — or at least half of them — that have gathered around the balconies of the atrium.

Pincus: We just wanted you to see a few more faces.

Pincus is now introducing John Schappert, who recently joined Zynga as COO from Electronic Arts. He has taken over running all of our games, leaving Pincus to be more entrepreneurial.

11:22 am: Schappert: We are building every kind of play for everyone, everywhere.

We are building on iOS, Facebook, Android, Google+ and Tencent in China.

Helping us deliver on play anytime, anywhere, is David Ko, chief mobile officer.

Ko has an update on Zynga’s mobile plans, which have not been as aggressive as others have been in the space so far.

Ko: We’ve always felt that we need to be the best content creators out there, regardless of what platform.

It’s my pleasure to not talk to you about one or two new games, but five new games launching shortly. It is around Facebook’s HTML5 platform announced yesterday.

The first two are Words With Friends and Poker, and the third is FarmVille. All three games will be available tomorrow.

Another new game is Mafia ShakeDown. You’ll be able to request missions and have the opportunity to be the next “Don.” This game will be coming soon, so stay tuned.

The last game is called DreamZoo, which is Zynga’s first game in the zoo genre.

In a short video, Zynga shows off DreamZoo. You can collect animal varieties and feed and clean your animals.

11:29 am: Schappert is back on stage. He says they have over 60 million daily active users, and they play games over two million minutes everyday.

He is unveiling something called Project Z, which is a Facebook Connect enabled platform. It allows you to play in an environment that’s tailored just for games.

In a sneak peak, a video says players are able to chat, share and form instant communities worldwide.

Schappert: It’s a social gaming playground. You can start a game on Project Z and then continue on Facebook and vice versa. It’s not launching today, but people can start creating a gamer tag starting worldwide today.

11:32 am: Pincus is back on stage to wrap up the presentation:

We really want to build a platform for play. We haven’t changed our vision since starting. We want to be the biggest macro bet on social gaming. We believe in social gaming. We believe that everyone around the world will embrace play, so everything we are doing is an attempt to bring that to life.

We know it’s early and it’s primitive, we know so much of game play and social-ness is early, and over the next few years it’s going to be so much more. It’s going to be mobile. There’s going to be a World of Warcraft feeling, but something you can understand in five minutes.

11:35 am: OK, that’s it folks. Formal presentation is over.

In summary, before today, there were a few niches that Zynga had not yet entered. That left opportunities for competitors to do well on Facebook. With Zynga’s 10 announcements today, including a number of new mobile and social games, the gaps have narrowed significantly.

Zynga has expanded into new genres, like hidden objects and more broadly into casino, and has five new games on mobile. It is also launching its all-new standalone online game network separate from Facebook that goes direct to consumers.

If Zynga was looking for a big bang before its IPO, this might have been it.

Thanks for reading — more coverage and analysis coming shortly.

San Francisco-based Federated Media Publishing said it has bought Lijit Networks, a smaller online advertising analytics and tools firm.

The price for the Boulder, Colo., start-up — which was founded in 2006 — was undisclosed, but it has received just under $29 million in venture funding from firms such as Foundry Group. Federated said Lijit would continue to operate independently, “but in conjunction.”

In an interview yesterday, Federated CEO Deanna Brown said the buy was to round out offerings for its clients and to better compete in a world where most of the online ads go to the top five players.

“I am excited we can give both publishers and advertisers more tools for engagement and monetization,” she said.

Federated, which lost big social-media news site Mashable earlier this year, also benefits from increased scale and inventory of sites.

Lijit CEO Todd Vernon, who will become EVP of technology at Federated, said that it was ever more important for ad-focused firms on the Web to “deliver the entire stack.”

“Lijit has a core competency in the media business, and combined with FM’s best-in-class sales force, we can offer everything needed to do effective online campaigns,” he said.

Here’s the official press release:

Federated Media Publishing To Acquire Lijit Networks

Combined Entity Will Power More than 77,000 Independent Publishers Across the Web Via Comprehensive Advertising, Analytics and Reader Engagement Tools

SAN FRANCISCO, October 4, 2011 – Federated Media Publishing, which powers the best of the Independent Web, today announced the acquisition of Lijit Networks, Inc. Lijit is a leading provider of advertising services, audience analytics and reader engagement tools for online publishers of all sizes. The combined entity will reach nearly 300 million global unique visitors according to Quantcast.

Lijit, headquartered in Boulder, Colorado, will continue to operate independently but in conjunction with the rest of Federated Media Publishing. Lijit CEO Todd Vernon and COO Walter Knapp will take on corresponding EVP of Technology and SVP of Platform Revenue responsibilities at Federated Media Publishing and will report directly to Federated Media Publishing’s CEO, Deanna Brown. Additionally, Lijit board member Seth Levine from Foundry Group will join the Federated Media Publishing board of directors, effective immediately.

With the addition of Lijit Networks’ existing publisher relationships, Federated Media Publishing will now reach more than 77,000 online publishers and nearly 15,000 expert communities, making it one of the largest companies to power publishing on the Independent Web. The acquisition vastly expands the combined company’s inventory of sites, offering premium advertisers improved scale and reach.

Publishers Will Profit and Flourish

Lijit helps publishers more thoughtfully interact with and better understand their audience by providing analytics and engagement tools that build deeper relationships, lengthen time on site and increase page views. These robust and actionable audience analytics and reader engagement tools leverage intent, behavior and demographics to help publishers of all sizes increase revenue and better engage their readers.

Additionally, the combined advertising services provided by FM and Lijit will give publishers of all sizes a revenue stream that complements existing sales efforts and helps grow and monetize their website businesses, no matter what the size.

Advertisers Can More Easily Analyze and Engage

The combination of Federated Media Publishing’s premium online advertising and conversational marketing programs and Lijit’s proprietary data collection tools will empower advertisers to better understand user intent, contextual relevance and demographic information. And by leveraging the combined entity’s extensive publisher relationships, advertisers will have unprecedented scale on the Independent Web.

Introducing Programmatic Buying to the Independent Web

Programmatic buying is one of the fastest growing trends in digital media and the introduction of Lijit’s robust RTB exchange will equip media buyers with one of the largest platforms available. Over the next few months, Federated Media Publishing and Lijit will develop a series of private exchanges that will highlight leading independent publishers. These exchanges will allow brands to engage active, passionate consumers found in highly conversational online communities and publications, while delivering premium CPM rates via FM’s conversational marketing programs.

Quote

“The Lijit Networks team is just as passionate and committed to powering publishers as we are at Federated Media Publishing and that was a crucial element to this decision,” said Deanna Brown, chief executive officer, Federated Media Publishing. “Our combined relationships, proprietary tools and conversational marketing services will be invaluable to publishers and advertisers alike.”

“Federated Media invented how to leverage authentic voices and engaged conversations that exist in the Independent Web,” said Todd Vernon, founder and CEO of Lijit Networks. “The combination of the two companies is a game changer in the industry that unlocks new opportunities for both companies and our combined publisher network.”

]]> http://allthingsd.com/20111004/federated-media-buys-lijit-networks/feed/ 0 http://allthingsd.com/20110914/big-data-firm-opera-solutions-raises-84-million/ http://allthingsd.com/20110914/big-data-firm-opera-solutions-raises-84-million/#comments Thu, 15 Sep 2011 00:06:28 +0000 Dennis K. Berman http://allthingsd.com/?p=120969 Data-analytics company Opera Solutions LLC is set to announce its first-ever investment round, an $84 million cash injection expected to value the New York company at around $500 million, according to people familiar with the matter.

Lead investor Silver Lake Sumeru, along with Accel-KKR, Invus Financial Advisors, JGE Capital Management and Tola Capital, are putting money into Opera, which hopes to capitalize on the interest in “big data” projects that companies, governments and other large institutions use to analyze real-time information.

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]]> http://allthingsd.com/20110914/big-data-firm-opera-solutions-raises-84-million/feed/ 0 http://allthingsd.com/20110913/twitter-finally-unveils-analytics-but-only-in-private-beta/ http://allthingsd.com/20110913/twitter-finally-unveils-analytics-but-only-in-private-beta/#comments Tue, 13 Sep 2011 18:17:10 +0000 Liz Gannes http://allthingsd.com/?p=120247 Twitter previewed its long-awaited Web analytics product today, based on data provided about tweets and clicks facilitated by its t.co link shortening service and “Tweet Button” tool for publishers.

Twitter Business Development Director April Underwood showed off the analytics product at the TechCrunch Disrupt conference today, though she said it is available only in private beta for now. Update: A Twitter developer blog post says analytics will be available to all Web site owners “within the next few weeks.”

Underwood said Twitter drives 100 million clicks per day to external Web sites. Plus, the Tweet Button is already used by three million sites.

The analytics tool tracks statistics on tweets “up to a couple minutes ago,” Underwood said. It will not be as comprehensive as many analytics tools offered by third-party vendors. However, Twitter will be releasing click data through an API for other companies to use.

The analytics product comes in part from BackType, which Twitter acquired earlier this summer, and is based on the recent rollout of t.co, which enables tracking of shared links even after they travel off of Twitter.

]]> http://allthingsd.com/20110913/twitter-finally-unveils-analytics-but-only-in-private-beta/feed/ 0 http://allthingsd.com/20110908/big-data-start-up-platfora-lands-5-7-million-from-andreessen-horowitz/ http://allthingsd.com/20110908/big-data-start-up-platfora-lands-5-7-million-from-andreessen-horowitz/#comments Thu, 08 Sep 2011 17:42:13 +0000 Arik Hesseldahl http://allthingsd.com/?p=118574 We hear a lot these days about big data, which is kind of a code for the notion that nestled within all the seemingly useless information that a business generates in the course of its normal operations, there are useful, discernable patterns that can help a business over time learn do things better.

It’s a sound idea, and lots of companies large and small have made various interesting plays around it. The biggest is probably IBM, which loves to tell and re-tell its many data analytics success stories. There’s also been a lot of start-up activity around it with companies like GoodData and Domo getting lots of funding.

Many companies are turning to Hadoop, the open source version of Google’s MapReduce technology, which takes large sets of data and makes them manageable. Facebook, Groupon and AOL are three high-profile examples. And there’s such an opportunity seen around Hadoop that the number of companies offering their own distribution of it are multiplying.

Data’s great to have, but its hard to do anything with it if you can’t understand what it’s telling you. That’s where Platfora, a start-up launched by Ben Werther, a former Greenplum exec, aims to come into the picture.

Until today, Platfora has been operating in stealth mode, but it announced that it had landed a $5.7 million A round led by Andreessen Horowitz. In-Q-Tel, the CIA’s venture capital arm, is also joining the round. Scott Weiss, AH’s general partner, is joining Platfora’s board. Weiss blogged about the deal on Ben Horowitz’s blog today.

The point of Platfora is to take the big batches of data that live in Hadoop and turn them into beautiful graphical representations that are easy to interpret and understand. I talked with Werther yesterday. “The last generation of business intelligence products served a good purpose, but as the amount of data has grown, the traditional systems have been struggling to keep up,” he told me. That’s why they’ve been turning to Hadoop. But Hadoop is only half of the solution. “Hadoop really only gives you the plumbing,” he says.

Platfora is intended to work with existing clusters of machines running Hadoop, including Cloudera, MapR, and Amazon EMR. Questions and queries posed to the data get transformed into visually clear dashboards and insights.

Weiss, writing on Horowitz’s blog, said that Hadoop needs a business intelligence platform that will make it user-friendly to people other than software developers, and that the established players aren’t up to the task. “The legacy BI vendors don’t have the product architecture for Hadoop or Big Data and we believe this opens the door for a new franchise to be built,” he wrote.

The company doesn’t have a product yet. That will come early next year, Werther says.

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