Venture-backed data analytics firm Omniata Inc. is bringing it namesake data analytics platform out of beta test today with claims that it can integrate data from nearly any source to provide analytics in near real time.

Founded by gaming industry veterans, Omniata is tuned to deliver the kind of rapid insights that game makers used to customize player experiences on the fly. It does this with a two-way data processing engine that integrates event data – or that which comes in real-time from user interactions – with historical analytics. Not surprisingly, its earliest reference customers are gaming providers, but Omniata says its platform has broader appeal, particularly in the marketing arena. The $6.8 million in venture funding that it has raised would indicate that others agree.

The company says it’s attacking a problem of data silos that have built up over the years as companies have applied point analytic solutions to address different needs. This ultimately limits their ability to extract maximum value. For example, an A/B test performed by the marketing organization doesn’t have access to the web analytics it needs to understand user behavior.

The core technology is a unified data platform that Omniata says can extract information from nearly any data source, including Amazon Web Services’ S3 storage, Hadoop, Spark and NoSQL databases and more conventional analytic engines such as Hewlett-Packard Co.’s Vertica and Amazon’s Redshift. The package also comes with built-in connections to a variety of popular external data sources.

Omniata combines this analytic data with event streams and structured data to enable marketers to deliver content in real-time based upon analytic data. For example, profile information from historical databases can be matched with shopping cart activity to present customized offers to a shopper while she’s still browsing an e-commerce site.

Omniata says this combination of an event-based front end with a Big Data analytics foundation also enables predictive analytics and segmentation to be performed in real time. It’s positioning the product as ideal for cross-platform campaigns and experience-based A/B testing because it can customize content to individual users or segments and deliver via email, web and mobile platforms. The SaaS-based service comes with a core package of customizable analytics modules.

Beta customers during the two-and-a-half year test period included Spotify AB, Rovio Entertainment Ltd. and Glassdoor Inc. The company said it is already tracking 300 million monthly active users and 2 billion events per day. Pricing was not announced.