Player relationship management platform deltaDNA has struck up a 'strategic partnership' with analytics firm HP Vertica.

DeltaDNA will now use the HP Vertica database to underpin its analytics and realtime personalisation functionality, while sophisticated predictive modelling will give publishers and developers the ability to accurately forecast how much consumers are likely to spend.

HP Vertica's performance will also be integrated into deltaDNA's platform, which will use a new Direct Access module to boost the power of HP Vertica, and deltaDNA's new toolset.

Keeping track

DeltaDNA's CTO, Chris Wright, has explained that the partnership will enable clients to more effectively manage their data.

“HP Vertica is widely regarded as the best database technology for analytics in the market and the platform of choice for major publishers and developers, so we’re delighted to be strengthening our relationship with them.

“With HP Vertica underpinning our rich analytics and personalisation functionality, clients can effectively manage and interrogate their data at a depth, speed, scale and reliability which is typically only available to very large businesses.”