mParticle Buys Data Science Firm Vidora

In the US, customer app data platform mParticle has acquired personalization platform Vidora, for an undisclosed sum. The latter's Cortex software promised brands the ability to predict future user behaviour, and market accordingly.

Founded in 2013 and headquartered in New York, mParticle helps mobile app developers collect, organize and synchronize data, from mobile web and apps; and design and run personalization campaigns. Ten months ago it topped a number of impressive previous rounds of funding with a $150m Series E, earmarked for global go-to-market expansion and R&D investment.

mParticle sums up its mission as helping companies accelerate time to data value, and stresses the importance of 'a solid first-party data foundation' as the basis for good segmentation, audience insight and customer data activation. The firm says the latest buy will help its clients move away from the limitations of making decisions based on historical data - such as whether or not a customer has completed a purchase - and towards personalization using AI-based future predictions, such as likelihood to convert or risk of churning.

The firms say their teams have already been hard at work integrating the two products into an offering called 'mParticle Intelligent Attributes, powered by Cortex', promising users the ability to 'easily create AI models and deploy those insights to any mParticle's 300+ integrated tools without data science expertise'. In addition to spotting (and explaining) potential conversion and churn, the tools can compute numeric values such as Predictive Customer Lifetime Value, based on models trained by purchasing behavior from the entire customer base; use classification to determine how likely each user is to belong to a certain group.

Pictured are Vidora co-founder and CEO Alex Holub and mParticle Chief Product Officer Chee Chew.

Web site: www.mparticle.com .