Mobify Buys Machine Learning Firm Pathful
- Tuesday, April 19th, 2016
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Pathful, founded in 2011, captures how visitors interact with online content at the micro-interaction level, down to individual clicks, touches or pinches. It claims its algorithms are able to generate and analyse 25x times more data than Google Analytics.
Pathfuls team have joined Mobify, and its technology is being integrated with the companys existing mobile customer engagement? platform in order to give retail clients a fuller understanding of the entire customer journey from acquisition through to conversion, and help them create more individualised content.
Pathful co-founders Boris Lau and Campbell Macdonald will join the company as senior software engineer and advisor respectively.
“Were very pleased to welcome Campbell and Boris and their team, and to introduce Mobify customers to Pathfuls exciting technology,” said Mobify CEO Igor Faletski. “With more insights into the needs and wants of online and retail audiences, Pathfuls advanced machine learning technology makes intelligent mobile marketing automation a breeze.”
This is Mobifys second acquisition in recent months, after it bought mobile location specialist Dónde last December.