Localytics Acquires Splitforce

Localytics, providers of a marketing and analytics platform for mobile and Web apps, has acquired Splitforce, an automated optimization tool purpose-built for mobile apps, for an undisclosed amount.

With the acquisition, Splitforce co-founders Zac Aghion and David Ruiz join the Localytics team.

"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, in a statement. "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."

More than 250 mobile applications, including Marks & Spencer's Cook with M&S, have used Splitforce to test and target 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 eliminates suboptimal variants.

"The mass proliferation of mobile and web apps has made the app opportunity a data opportunity," Aghion said in a statement. "Localytics and Splitforce share the vision to empower marketers with data-driven, predictive insights personalized to each of their app users."

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