The Data Standards Company
Claravine helps brands and agencies deliver on the promise of modern marketing by standardizing taxonomies, naming conventions, and metadata at the source of data creation, so every digital experience is built on data everyone can trust.
Our guiding star
We think beyond the product. A purpose, a mission, and a vision guide every decision we make.
The why
Purpose: to take the drama out of data.
The how
Mission: by standardizing data at the source.
The what
Vision: people, teams, and technology have a shared understanding of their data.
Our story
It began with a first-hand understanding of the problem we set out to solve, and a platform built to fix it at the source.
Our roots
Despite massive investments in digital analytics, most organizations struggled to get reliable data. Small inconsistencies, a misclassified URL, an outdated tag, could derail insight, hinder optimization, and lose revenue. With teams spread across channels, agencies, and markets, the data feeding every downstream system was only as good as the way each campaign was set up. We built Claravine to ensure clean, consistent data capture from the outset, so brands could trust the insight their analytics promised.
The breakthrough
In 2012 we launched the first SaaS platform designed to enforce uniform tracking across every digital experience, on four principles: a consistent taxonomy marketing leaders can define and enforce for their business, tracking codes anyone can generate and validate instantly, a platform simple enough for every team to adopt, and an open ecosystem, from analytics and automation to the point solutions around them.
Today
The world's biggest brands now run on Claravine. The product has evolved with customer feedback well beyond better insight: building richer customer profiles, optimizing content at scale, and improving ad performance, all on consistent, high-quality data. The mission has not changed: help brands harness the full potential of their data and transform how they connect with customers.
Our values
Not words on a banner. They are the force behind every decision, interaction, and innovation that shapes how we work and what customers experience.
People first
We build relationships on being connected and collaborative, and value each team member's strengths so we deliver better for customers.
Integrity always
We do the right thing for customers and stakeholders. Those are not competing priorities but daily chances to make decisions that move everyone forward.
Clear is kind
Honest, direct, transparent communication and feedback, inside and out. We don't shy away from hard conversations, and we ask for what we need.
Take ownership
We hold ourselves accountable for finding and solving the problems that affect our stakeholders, and we learn from our mistakes.
Execute with focus
We deliver outcomes that create value for customers, and measure ourselves against our commitments.
Always be learning
We grow, learn, and take thoughtful risks in the service of customers, and share what we know so everyone improves.
Leadership
The team that champions standardization at every stage of data creation.
Verl Allen
Chief Executive Officer, Claravine
Verl Allen brings more than 20 years of experience helping global brands transform digitally, at Ancestry, Omniture, and Adobe. He helped accelerate the growth of SaaS applications in the enterprise while leading strategy and corporate development at Omniture and Adobe Experience Cloud, including the acquisition of SaaS companies totalling over $3B in enterprise value. He joined Claravine in 2018 to tackle the data quality problem holding back brands' returns on marketing and analytics, and today works with hundreds of leading global brands on data integrity through The Data Standards Cloud.
Justin Shepard
Chief Operating Officer and Chief Financial Officer, Claravine
Justin Shepard began his career in the audit practice at Grant Thornton, then advised clients at PwC on buy-side and sell-side M&A due diligence, and has since held financial leadership roles across the SaaS and software landscape, partnering with executive teams, boards, and investors. At Claravine he is responsible for financial health, strategic planning, operational efficiency, and risk, overseeing accounting, capital allocation, treasury, financial planning and analysis, legal, operations, security, and investor relations.
Bernard Kiyanda
Chief Technology and Product Officer, Claravine
Bernard Kiyanda is a growth-minded technology and product leader whose career is defined by building high-performing teams, shipping enterprise-scale software, and turning ideas into measurable customer value. At Claravine he accelerates customers' ability to transform, govern, and activate marketing-campaign data at scale through The Data Standards Cloud and an AI-powered content supply chain. He has led cross-functional organizations at Drift, Sonos, LogMeIn, and other category-defining companies across the Americas, Europe, and APAC, and holds an engineering degree from McGill University in Montréal.
Scott Bennett
Chief Revenue Officer, Claravine
Scott Bennett oversees sales, marketing, and customer success at Claravine. He brings more than 20 years in B2B SaaS, the last decade leading global revenue organizations in marketing technology at Smartling, Conductor, and Improvado, building teams that generate demand, land enterprise accounts, and grow existing relationships in equal measure. He joined Claravine on a simple belief: onboarding a customer is the beginning of the relationship, not the end. He holds a degree in finance from Bentley University.
Dan Bowes
VP of Enterprise Transformation and Customer Enablement, Claravine
Dan Bowes leads the teams that help global brands succeed across the customer lifecycle, overseeing customer success and helping organizations modernize their data foundations to unlock actionable insight. Before Claravine he supported enterprise-scale initiatives at leading organizations, guiding teams through complex digital change and earning industry recognition, including an Adobe award. He speaks regularly on data governance and marketing operations maturity, and builds a customer-first culture where data standards are embedded in everyday workflows.
Trusted by marketing leaders at global brands
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