Localytics, which provides mobile app personalization and analytics solutions, has been acquired by Upland Software, which specialises in cloud-based enterprise work management software, for $67.7m (£52.4m) in cash. Upland said the acquisition will add approximately $20m in annualized revenues. Localytics delivers insights into consumer behaviour in-app. It supports interactions with consumers across push, in-app, inbox, and remarketing, combined with rich audience segmentation.

“It is now vital for brands to deliver seamless, highly-personalized, mobile-focused experiences at key customer touchpoints,” said Upland Software chairman and CEO, Jack McDonald. “The addition of Localytics to our CXM Cloud offering now allows us to offer sophisticated mobile personalization at scale.Our acquisition pipeline remains robust, and we are actively pursuing additional opportunities to build out our cloud offerings.”

Technology from Localytics’ mobile app marketing solution will be used to expand to more consumer touchpoints and upgrade the insights about consumer behaviour and preferences that CXM customers receive today. This will include like geo-based push, in-app notifications, and application inbox messaging, combined with behavioural data around app usage, location, products viewed, and cart abandonment. Connection to other marketing channels, like email and web, will allow Upland CXM Cloud customers to not only orchestrate journeys across technologies but also choose the communication channels that are most cost effective for their businesses.