Vancouver-based Mobify acquires fellow startup Pathful

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Vancouver-based mobile shopping platform Mobify, which allows companies to create mobile and web apps that can deliver mobile push notifications and location-based information to customers, announced the acquisition of Vancouver-based Pathful.

Pathful, a 2013 Techstars company, allows retailers to understand how visitors interact with their content. Using machine algorithms, Pathful can capture micro interactions across this content and “generate and analyze 25 times the data of Google Analytics for unparalleled on-page insights”, according to the company.

Pathful’s team have joined Mobify, including co-founders Boris Lau as senior software engineer and Campbell Macdonald as an advisor. Pathful’s technology is being integrated with Mobify’s Mobile Customer Engagement Platform, enabling retailers that use content marketing and marketing automation to understand the entire customer journey, from acquisition through conversion.

“We’re very pleased to welcome Campbell and Boris and their team and to introduce Mobify customers to Pathful’s exciting technology,” said Mobify CEO Igor Faletski. “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.”

In December, Mobify acquired Chicago-based Dónde, which uses its technology to provide relevant offers to customers based on their location. Mobify last raised $10 million from Munich-based Acton Capital Partners to accelerate the delivery of its tech.