Mobify Buys Behaviour-Based Targeting Firm Pathful

Vancouver, Canada-based mobile customer engagement specialist Mobify has acquired behaviour-based targeting firm Pathful for an undisclosed sum.

Pathful uses machine-learning technology to help retailers and B2C clients understand how visitors interact with content via both desktop and mobile devices. The firm says its machine algorithms are able to generate and analyse 25 times the data of Google Analytics.

Pathful's technology will be now integrated into Mobify's Mobile Customer Engagement platform, to enable retailers to understand the entire customer journey, from acquisition through to conversion. The deal adds to Mobify's recent acquisition of location-aware mobile technology specialist Dónde, allowing the firm to target consumers based on location and behavioural data. Pathful's team have joined Mobify, including co-founders Boris Lau as Senior Software Engineer and Campbell Macdonald as an advisor.

Mobify CEO Igor Faletski (pictured) comments: 'We're very pleased to welcome Campbell and Boris and their team and to introduce Mobify customers to Pathful's exciting technology. With more insights into the needs and wants of online and retail audiences, Pathful's advanced machine learning technology makes intelligent mobile marketing automation a breeze'.

Web sites: www.mobify.com and www.pathful.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.