Customer engagement company Airship has acquired Apptimize. More than 100 brands use Apptimize’s unified cross-platform A/B and multivariate testing solution to optimize and manage feature releases across digital touchpoints and to understand the interplay and impact of experiments across channels.

Apptimize automatically integrates with most analytics platforms and offers code-free instrumentation of events for highly targeted experiments. Its Visual Editor enables marketers and product owners to make changes to iOS and Android apps without coding or updating, while its programmatic testing offers one-time configuration with dynamic variables that can be changed instantly to add variants. Feature management tools, including feature flags and instant updates, mitigate risk with controlled rollouts for new features and the ability to turn on or off specific features.

Airship enables businesses to send relevant messages via SMS, push notification, email, mobile wallet and other channels.

“Today’s most impactful companies are constantly reinventing customer experience, and a culture of experimentation is a critical part of driving that innovation,” said Airship president and CEO, Brett Caine. “By combining Apptimize mobile app and web testing with Airship’s deep insight into customer engagement across channels, marketers and developers can focus innovation on the most critical areas while creating the seamless end-to-end experiences customers really want.”