# Softcrylic

> Softcrylic is a Minneapolis-based data consulting company and Hexaware subsidiary that connects data engineering, analytics and marketing technology. It implements enterprise platforms, builds customer-data infrastructure and audience tools, and provides ongoing operational support through The Data Desk.

- **Founded:** 2000
- **Headquarters:** Minneapolis, United States
- **Founders:** John Flavin (Co-founder and CEO), Bharath Sritharan (Co-founder and CTO)
- **Products:** Strategy & Advisory, Engineering, Data & Analytics, Marketing Technology, The Data Desk
- **Notable:** Built from an initial five-person team to a reported 165 employees by its 2015 anniversary., Announced its first AWS Marketplace listing, Analytics Shift, in September 2021., Joined Hexaware through the acquisition completed May 3, 2024.

## Products & services

- **Strategy & Advisory** — Technology and data audits, architecture, platform selection and advice on bringing agency functions in-house.
- **Engineering** — Data, cloud, application and automation engineering.
- **Data & Analytics** — Data science, digital analytics, advanced analytics and visualization.
- **Marketing Technology** — Enterprise marketing-platform implementation, customer data platforms, marketing automation and personalization.
- **The Data Desk** — Managed services for digital analytics, marketing operations, paid media support and OTT analytics.
- **AudienceMatchAI** — Combines machine-learning segmentation with generative AI to produce behavioral personas, addressable audiences and campaign ideas. Publicly demonstrated at COLLIDE 2024; launch date unconfirmed.
- **DataFacts** — Customer-data quality tooling for consistency, anomaly and duplicate detection.
- **Marketing Data Foundation** — Customer-owned infrastructure accelerator for integrating first-party data and resolving identities before downstream marketing activation.
- **Data Readiness Agent** — Assesses schema exports against marketing use cases and identifies structural gaps; distinct from a live-data quality audit.
- **Data Layer Cloner** — Clones an existing GTM event-driven data layer into Adobe Client Data Layer format for parallel analytics implementations.
- **Tapestry** — Data capture, normalization and integration suite with attribution, personalization, targeting and analytics-warehousing components.
- **Analytics Shift** — Web-analytics warehousing solution; first AWS Marketplace listing announced September 2021.

## Achievements

- Built from an initial five-person team to a reported 165 employees by its 2015 anniversary.
- Announced its first AWS Marketplace listing, Analytics Shift, in September 2021.
- Joined Hexaware through the acquisition completed May 3, 2024.
- Announced Adobe Journey Optimizer Specialization in August 2025.

## Latest updates

- **2026-04** — Published an AudienceMatchAI explainer on segmentation, campaign briefs and activation.
- **2026-02** — Posted a senior new-business sales role describing a shift toward AI platforms, accelerators and outcome-driven engagements.
- **2025-11** — Published a Brightline case study describing unified customer profiles and AWS Marketplace procurement.
- **2025-09** — Published a Marketing Data Foundation interview covering customer identity infrastructure and a company-described typical three-month implementation.
- **2025-08** — Announced Adobe Journey Optimizer Specialization and published its Williams Racing AudienceMatchAI account.

## Links

- Website: https://www.softcrylic.com/
- LinkedIn: https://www.linkedin.com/company/softcrylic
- Twitter/X: https://twitter.com/Softcrylic
- YouTube: https://www.youtube.com/channel/UCYIg-WiFb7RFvb1r11iu9ow
- Instagram: https://www.instagram.com/softcrylic/
- Facebook: https://www.facebook.com/softcrylic

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Profile page: https://yespress.io/softcrylic
Published by YesPress — https://yespress.io
Last updated: 2026-10-25