Localytics acquires Splitforce, continues the moving money trend for mobile in 2015 | VentureBeat | Mobile | by Jon Cifuentes
Summary
The deal brings added predictive intelligence horsepower to Localytics’ suite of mobile app marketing and analytics tools. Full suite players like Localytics are a sort of mash-up of modern app analytics solutions, old-school CRM, and web marketing tools. Splitforce’s machine learning and auto-optimization on messaging and audience segments could wind up being a nice value-add for Localytics’ customers if the two companies’ respective strengths can mesh seamlessly. “One use case a lot of our customers are focused on is reducing churn, which is a big issue in the app space,” Localytics CEO Raj Aggarwal told VentureBeat in an interview. You’ll immediately have the segments and now a series of campaigns to help keep them in the app.” We’re adamantly tracking the marketing tech funding landscape at VB Insight.
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