Vancouver’s Mobify, which helps companies build mobile-friendly eCommerce sites and apps, has acquired Pathful, a Vancouver-based provider of advanced machine learning-based technology for behaviour-based targeting.
Pathful was founded in 2011 by Boris Lau and Campbell Macdonald, who have already joined the Mobify team as Senior Software Engineer and as advisor, respectively.
“We’re very pleased to welcome Campbell and Boris and their team and to introduce Mobify customers to Pathful’s exciting technology,” said Mobify CEO Igor Faletski. “With more insights into the needs and wants of online and retail audiences, Pathful’s advanced machine learning technology makes intelligent mobile marketing automation a breeze.”
Companies specializing in mobile engagement are experiencing explosive growth, as industry struggles to cope with the transformation of traditional retail and advertising markets.
Pathful’s machine algorithms are being integrated with Mobify’s Mobile Customer Engagement Platform, which enables retailers to understand how consumers are affected by content marketing and marketing automation during the various phases of their engagement, from acquisition through to conversion (aka. making a purchase).
Capturing “micro interactions” from online visitors, using either desktop or mobile devices, Pathful’s technology, which the company claims generates and analyzes 25 times the data of Google Analytics, helps retailers optimize content to successfully lead to a conversion.
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Using Pathful, a retailer can see down to small interactions how a visitor interacts, capturing their mouse movements, touch, pinch and zoom behaviours, and can recommend improvements to site structure.
Noting that consumers who arrive on a website using organic search channels are 2.1 times more likely to convert to a new product trial than an average website visitor, Pathful can also recommend content improvements regarding marketing design, newsletters, messaging, and whatever other means are most likely to contribute to conversions.
In November, Mobify acquired Dónde, a Chicago-based company whose platform helps marketers serve customized content to consumers using geolocation technology.
The two acquisitions together provide Mobify with a compelling combination of providing targeted engagement based on both location and behavioural data to deliver relevant content to consumers.
In February, Mobify raised $10 million, its first round of funding, led by Munich-based Acton Capital Partners.
In January, Mobify was the sole Canadian company named to Forrester’s “10 most significant vendors” of mobile commerce solutions in their Q1 2016 report identifying “The 10 Providers That Matter Most And How They Stack Up”, using a 41-criteria evaluation process.
Mobify counts more than 150 retail companies among its clients, including Ann Taylor, Crocs, Carnival Cruises, Bosch, Superdry, Eddie Bauer, and Tommy Bahama.
Terms of the Pathful acquisition were not disclosed.