Custom marketing technology software for companies building proprietary MarTech products, brands that have outgrown off-the-shelf platforms, and marketing teams that need data and personalisation capabilities the standard stack can't deliver.
Off-the-shelf MarTech covers common use cases. The gaps are where custom software creates competitive advantage -- proprietary customer data platforms, loyalty mechanics specific to your brand, attribution models built on your actual customer journey.
Customer data platforms with unified profiles, identity resolution, and real-time segment activation
Loyalty and engagement platforms with custom mechanics, multi-channel redemption, and LTV analytics
Campaign management tools with audience segmentation, A/B testing, and multi-channel orchestration
AI personalisation engines for content, offers, and product recommendations at the individual level
Summary
RaftLabs builds custom MarTech software for marketing technology companies, brands building proprietary marketing tools, and enterprises replacing off-the-shelf MarTech with purpose-built platforms. We develop customer data platforms, loyalty and engagement systems, campaign management tools, attribution and analytics platforms, and AI-powered personalisation engines.
100+Products shipped
·24+Industries served
·FixedCost delivery
·12-14Week delivery cycles
MarTech built around your customer data, not the platform's data model
Off-the-shelf MarTech platforms own the data model. Your customer data lives in their schema, their segments are defined by their taxonomy, and your analytics are filtered through their reporting layer. When you switch platforms, the history stays behind.
Custom MarTech means your customer data model reflects your business -- your segments, your attribution logic, your event taxonomy. It integrates with your sources and destinations rather than fitting your data into a third-party schema. And it gives your marketing team the capabilities that the standard platforms don't support.
What we build
Customer data platforms
Unified customer profiles built from your CRM, e-commerce platform, loyalty system, email, app, and ad platform data. Identity resolution that merges anonymous and known profiles across sessions and devices. Real-time event streaming for behavioural data. Audience segments that activate across your marketing channels -- email, paid media, push, and SMS. The data foundation that makes personalisation and attribution possible without patching third-party integrations together.
Loyalty and engagement platforms
Loyalty programmes with custom earning mechanics -- purchase-based, behaviour-based, social referral, and milestone rewards. Tiered membership with status benefits and personalised offers at each level. Multi-channel redemption: in-store, online, in-app, and partner networks. Campaign management for bonus point offers, targeted promotions, and lapsed-member win-back. LTV analytics showing loyalty programme ROI by tier, cohort, and channel. See our Loyalty Programme Development page.
Campaign management tools
Campaign management platforms for teams managing multi-channel marketing across email, SMS, push, paid, and in-app. Audience builder with real-time segment preview against your CDP data. A/B test management with statistical significance tracking. Multi-touch campaign workflows with branching logic based on customer behaviour. Content scheduling and approval workflows. Campaign performance reporting tied to your attribution model rather than last-click defaults.
Attribution and analytics
Multi-touch attribution models built on your actual customer journey data -- not the last-click default your ad platforms prefer. Custom attribution windows that reflect your sales cycle. Cross-channel attribution that includes offline and in-store touchpoints. Incrementality measurement for validating channel contribution. Cohort analysis for customer acquisition and LTV. Connected to your data warehouse or CDP rather than dependent on pixel-based tracking that breaks with cookie restrictions.
AI personalisation engines
Recommendation models trained on your customer behaviour data -- browse, purchase, email engagement, loyalty redemption -- that serve personalised product, content, and offer recommendations in real time. Propensity models that predict next-best action for each customer: likely to purchase, likely to churn, likely to upgrade. Personalisation APIs that your email, web, and app platforms call at the point of content rendering. Explainable models with output that your marketing team can understand and act on.
MarTech product development
For companies building a MarTech product to sell to other brands: product architecture, API design, multi-tenant data isolation, white-labelling, and integration marketplace development. We build the technical platform so your product team can focus on the marketing use cases rather than infrastructure. Covers CDP-as-a-service, loyalty-platform-as-a-service, and attribution-tool products where the underlying software needs to be reliable enough to sell.
Frequently asked questions
Off-the-shelf CDPs handle standard event collection, identity resolution, and audience activation well for most use cases. Custom CDP development is the right choice when: your data sources include systems the platform doesn't support natively and the integration complexity makes the platform more expensive than building; your identity resolution logic is specific to your customer model and the platform's default logic produces too many merge errors; you're building a data product for other companies and need multi-tenant architecture and white-labelling that standard CDP platforms don't provide; or your data volume and query patterns make platform pricing prohibitive. We assess which approach is right for your situation before recommending custom development.
Yes. Integration with e-commerce platforms (Shopify, WooCommerce, Magento, custom platforms) and POS systems (Square, Lightspeed, NCR, Oracle Retail) is standard for loyalty projects. The integration approach depends on what API each system exposes. For e-commerce, we typically integrate at the order confirmation event to credit points and at checkout to redeem them. For POS, integration complexity varies -- modern cloud POS systems have clean APIs; legacy on-premise systems may require middleware. We scope integrations in discovery because they drive project complexity and timeline.
Multi-touch attribution requires two things: complete touchpoint data and a model that assigns credit across those touchpoints. We start by auditing your data collection -- which channels are tracked, what events are captured, how sessions and users are identified across channels. Gaps in tracking undermine any attribution model. Once the data layer is clean, we build the attribution model: rules-based (linear, time decay, position-based) for simpler use cases, or data-driven models trained on your conversion data for more accurate credit distribution. The model outputs channel contribution scores that feed your budget allocation decisions.
We have built loyalty platforms for retailers, hospitality groups, restaurant chains, medspa networks, and multi-location service businesses. Loyalty programme complexity ranges from simple points-per-purchase to multi-tier programmes with partner redemption, behaviour-based earning, and coalition mechanics. The engineering scope correlates with programme design complexity -- a simple stamp card replacement is a straightforward project; a tiered programme with a branded mobile app, POS integration, and real-time personalised offers is a substantial build. See our Loyalty Programme Development page for the full picture.
Martech software by product
Marketing Automation Platform -- multi-channel campaign orchestration, lead scoring, segmentation, and journey automation
