Mobify Acquires Pathful For Machine Learning

Mobify, a Vancouver, BC-based mobile customer engagement company announced the acquisition of machine learning ad tech company Pathful. The terms of the deal were not disclosed. Pathful analyzes large amounts of data to gain behavioral insights into customers in order to provide them with better offers and optimize their path to purchase. The company’s algorithms eschew metrics like page views in favor of interactive metrics like mouse movement, touch, pinch and zoom, as well as analyzing the page structure. Pathful can also make recommendations based on content and design to achieve better engagement and retain customers. The tech is being integrated with, and will bring machine learning to, Mobify’s platform. Pathful’s team, including its two co-founders, will join Mobify as part of the deal. Boris Lau will join Mobify as…

Link to Full Article: Mobify Acquires Pathful For Machine Learning

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