The deal will make it easier for mobile marketers to extract data from their games and apps and take action to get new customers or keep existing clients happy. This is similar to other partnerships and mergers in mobile marketing tech, always with the goal of making life easier for patrons and offering them a one-stop shop.
The Newport Beach, Calif.-based Adaptiv.io was previously known as Sleepy Giant, a former game studio and services firm that pivoted last fall into mobile marketing automation. San Francisco-based Apsalar provides enterprise marketing analytics for mobile app marketers, and it has been doing so since 2010.
Under the partnership, Adaptiv.io will offer its cross-channel and cross-platform data automation system with Apsalar’s mobile measurement and intelligence platform. Marketers will be able to send their user data to widely used marketing systems, such as Google Analytics, Adobe Analytics, and Marketo. Then they can get real-time analysis of user behavior and take actions, such as making offers to keep customers from quitting an app.
“With this strategic partnership, customers can access our data automation system which, when combined with advanced analytics and segmentation tools from Apsalar, will deliver highly valuable insights into best users resulting in better targeting and engagement,” said David Lee, the CEO and cofounder of Adaptiv.io, in a statement. “We’re excited to work with Apsalar, a partner that shares our focus on app optimization and user engagement.”
Apsalar’s customers include Target, NaturalMotion, 7-Eleven, LivingSocial, and 1-800-Flowers.com. The Apsalar platform is on 2.1 billion mobile devices, and it tracks more than 20 billion user actions a month.
Michael Oiknine, the CEO of Apsalar, said, in a statement, “User data management coupled with audience analysis and real-time targeting is critical to increase efficacy and maximize return on any marketing campaign. We’re proud to partner with Adaptiv.io.”