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.