Mobify has acquired Pathful, provider of machine learning-based technology for behaviour-based targeting.

Founded in 2011, Pathful helps retailers and B2B customers understand how visitors interact with content, capturing micro interactions on the web as well as with desktop and mobile devices to surface content that engages with customers and increases conversions. The technology is being integrated with Mobify’s Mobile Customer Engagement​ Platform.

Terms of the acquisition were not disclosed.

Pathful’s team has joined Mobify, including co-founders Boris Lau as Senior Software Engineer and Campbell Macdonald as an advisor.

“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,” said Mobify CEO Igor Faletski.

Pathful captures how visitors interact with content to understand the entire customer journey, from acquisition through to conversion, surfacing the most valuable insights to enable marketers to take action to drive results. Integrating content-specific data collection into the Mobify platform will improve the ability for retailers and other B2B customers to present more individualized content in Mobify-powered experiences.

In February Mobify raised a $10 million round led by Munich-based Acton Capital Partners.

Over the weekend, Mobify.Me – a hosted mobile transcoding service – launched its Open Beta at the IxDA’s Interaction’09 conference in Vancouver. 

Mobify.Me promises to provide a quick way to optimize existing websites for mobile access without installing any new frameworks or writing code. Anybody with a basic knowledge of CSS can “mobify” a site in order to improve its accessibility on mobile. In a nutshell, you can choose which elements of your site are important to a mobile visitor and optimize those while minimizing elements that are bandwidth hogs or less relevant.

Mobify.Me is a product of Vancouver-based Handi Mobility. They’ve used some of the technology that has been tried and tested in past mobile projects they’ve executed for clients – an iPhone App & mobile site for TransLink and a mobile feedback feature for Global TV.

The Mobify.Me service is following the “freemium” model – a free basic service and a paid upgraded service with premium features for higher traffic sites.

Techvibes is excited to be a Mobify.Me launch partner – be sure to check out our mobified site at m.techvibes.com.