Marketing and analytics platform Localytics has acquired Splitforce, an automated optimisation tool built for apps, with the aim of accelerating its predictive app marketing capabilities.

Splitforce is used in over 250 mobile apps to test and target different variations of app experiences and marketing messages, collecting data on how each variation performs against key performance metrics, then using machine learning algorithms to elimate suboptimal variants and show successful ones more often.

Zac Aghion and David Ruiz, co-founders of Splitforce, will be joining the Localytics team, bringing their data science expertise on board to fuel the companys ability to leverage user data and predict and personalise engagement for app users.

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

The terms of the deal, which was closed at the end of March, have not been disclosed, but Localytics recently closed a Series D funding round with an additional $35m (£23.7m) in investment.

“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. “Were focused on helping businesses turn that data into personalised engagement, and Splitforce has the best team and technology in place to deliver on the cutting-edge of that mission: predictive app marketing.”