Mobile Marketer TUNE Buys Mobile Personalization Firm

In the US, mobile marketing platform TUNE has acquired Artisan Mobile, whose analytics, testing, and marketing automation solution enables marketers to create personalized mobile experiences in real-time, without the need to write code. Terms of the deal were not disclosed.

This acquisition comes less than a month after the launch of the TUNE Marketing Console (TMC), created by integrating two previously independent products, MobileDevHQ and Appfuel, with MobileAppTracking, TUNE's original mobile product. As part of the deal, TUNE says that Artisan software will be used to deliver a toolkit for marketers looking for insight into every stage of user acquisition and engagement.

Dan Koch (pictured), Artisan's Head of Engineering, joins TUNE as Director of Mobile Marketing Automation to lead integration of Artisan's capabilities into the TMC. To ensure a smooth transition for Artisan customers and employees, former CEO Bob Moul will stay on in an advisory role.

Commenting on the acquisition, Koch said: 'The answer to current marketing challenges isn't more data, its smarter data. Integrating Artisan into the TMC means marketers can engage users in every moment of the customer experience, from discovery to download and re-engagement to retention.'

Web sites: www.tune.com and www.useartisan.com .