By Alex Spencer
Swrve has launched its Predictive Marketing Suite, which uses behavioral algorithms to predict what users will do next in-app and automatically presents them with relevant communications.
The technology uses historic data, including number of sessions per user and previous in-app spend, to build up a separate algorithm for each app. This can then be used to determine the likelihood of a user action, and targeting audience segments based on this likelihood.
“This is the first time anyone has combined predictive analytics with a communication platform, which gives data-driven marketers a powerful tool to engage users on the future action they are most likely to take, not just past behavior,” said Swrve CEO Christopher S. Dean. “Now, marketers can orchestrate more relevant, timely conversations with their users, driven by Swrve’s easy-to-use platform.”
The first available element of the Suite is Predictive Push, launching immediately. This identifies the best to reach individual users via push notifications – a capability which Swrve claims has ‘already shown the potential to double conversion rates’.
Source:: Mobile App News