Multichannel marketing platform Iterable raises $200M

That’s why in 2013 Andrew Boni, who worked at Google on AdSense, teamed up with former Twitter engineer Justin Zhu to found Iterable, a startup developing a platform that enables brands to create, execute, and optimize cross-channel campaigns. Iterable’s tools leverage big data analytics to analyze users’ behavior and optimize the time, channel, and frequency to engage with them. An analysis module called Iterable Insights lets clients drill down into real-time user, behavioral, and event data from up to millions of people. The signals are converted into affinity labels like “loyal,” “neutral,” or “negative,” enabling marketers to classify how their audience feels about a brand and create campaigns in response. Analyzing patterns in historical open and click behavior, STO personalizes the send time of an email for each recipient, aiming to reach their inbox when they’re most likely to engage.