Localytics has expanded its predictive app marketing capabilities with the acquisition of Splitforce, an automated optimization tool purpose-built for mobile apps. Predictive app marketing provides the ability to leverage user data to predict and personalize engagement with app users at every stage of the customer journey.
“Apps have dramatically increased consumers’ expectations for experiences catered to their individual needs, while giving businesses a new dataset to tap into for better decisioning,” said Raj Aggarwal, CEO of Localytics. “We’re focused on helping businesses turn that data into personalized engagement, and Splitforce has the best team and technology in place to deliver on the cutting-edge of that mission: predictive app marketing.”
Over 250 mobile applications, including Marks & Spencer’s Cook with M&S, have used Splitforce to test and target different variations of app experiences and marketing messages and collect data on how each variation performs against the app’s key metrics.
Through the application of machine learning algorithms called Auto-Optimization, the tool learns to show successful variations more often and quickly eliminates suboptimal variants. With Auto-Optimization, app publishers save time optimizing their apps while also driving higher user engagement and retention through more effective, targeted marketing.
“The mass proliferation of mobile and web apps has made the app opportunity a data opportunity,” said Zac Aghion, Splitforce Co-Founder and CEO. “Localytics and Splitforce share the vision to empower marketers with data-driven, predictive insights personalized to each of their app users.”
Aghion joins Localytics to lead Localytics’ predictive actions team, which focuses on converting granular data into insights that predict a user’s next move. Splitforce co-founder David Ruiz joins Localytics’ engineering team.
Localytics is now in closed beta with its new “Predictive Actions” predictive app marketing platform, which brings to the market a new level of analytics and marketing synergy to drive personalized engagement. More information about participating in the Localytics’ Predictive Actions beta is available on the company website.