Why we built Loop

Next update in relation to the iota-ML business: we have built Loop

For most of my career, I’ve watched two worlds orbit each other without quite connecting.

On one side:

• Data insight - analysis, research, segmentation studies, attitudinal models, beautifully crafted personas.

On the other:

• Customer action - CRM systems, campaigns, decision rules, triggers, and workflows.

Both worlds are full of smart people. And yet the gap between them remains stubbornly wide. Insight gets presented. Action does not always gets taken.

That gap is the reason we built Loop.

During 2025 we participated in the prestigious Innovate UK growth programme, we have completed our repositioning work and technical rebuild to bring you Loop.

It’s called Loop to reflect the idea that customer behaviour should flow back into the system, enriching profiles, informing decisions, and strengthening every future interaction.

The learnings from our first years working with customers with our first platform, was that any introduction of more tech into an already busy workflow, was friction. And furthermore: the deeper you go into why brands cannot scale segmented strategies: it's always about the data. 

As it was eloquently put by a prospect on a demo call last year:

“John, love what you’ve built…..but can you just get me the data or not?”  

The mission remains the same: help marketers make more of an impact with their data. The world turns but things stay the same - marketers are asked to deliver “data-driven marketing”, but most lack sufficient usable data, and thus brands cannot scale segmented strategies beyond the top decile of engaged buyers. 

Loop is here, and it is a CDEP (Customer Data Enrichment Platform)

Now, today is our 5th birthday (hip hip!), Loop is released as our next generation product which is designed as a CDEP (Customer Data Enrichment Platform) that produces high-precision profile, predictions and synthetic attributes. It reads raw behavioural data, it generates predictions and attributes, and it writes them back, quietly, every night. 

Think of it less like a co-pilot…and more like a power station.

Loop is a CDEP that sits underneath your CRM/MAP and does three simple things:

• Profile – provide segmentations for insight.

• Predict – send continuously updated predictions, propensities, uplift segments.

• Project – generate synthetic attributes like need states, motivations, and attitudes.

In other words: get the marketers data they wish they had - and it be operational. It is powered by PII free, first-party data marketers already have. The goal was to nail customer profile assembly - here is the simplest way to think about it: Enrich every customer. Unlock every opportunity. 

We are a practitioner-powered impact technology company and we are more resolute than ever to help marketers make an impact with the data they have. For much of my career, I’ve watched two worlds (data insight + action) orbit each other without always quite connecting. I’m not giving up. Direct marketing is becoming harder than ever.

In recognition of this, our core offer is different this time around: it has changed from tech play to bundled offering of Loop + fractional data scientist (you get to work with me!) to help you with your tests, trials and project communication. 

More to come.

John