Goldman Sachs Group’s merchant banking business unit has invested $100 million in a big data firm’s cloud platform in an effort to help customers execute and analyze marketing strategies, Gigaom.com reported June 28.

Derrick Harris writes Applied Predictive Technologies works to collect clients’ data covering sales, demographic and geographic and enable customers to examine the outcome of business decisions.

Goldman Sachs will acquire a minority stock in APT, where private equity company Accel-KKR is also a shareholder, the website reports.

APT’s cloud-based service also allows users to forecast the business impact of decisions or marketing campaign across multiple branches, according to Gigaom.com.