Pathful analyzes large amounts of data to gain behavioral insights into customers in order to provide them with better offers and optimize their path to purchase.

The company’s algorithms eschew metrics like page views in favor of interactive metrics like mouse movement, touch, pinch and zoom, as well as analyzing the page structure. Pathful can also make recommendations based on content and design to achieve better engagement and retain customers.

The tech is being integrated with, and will bring machine learning to, Mobify’s platform.

Pathful’s team, including its two co-founders, will join Mobify as part of the deal. Boris Lau will join Mobify as senior software engineer and Campbell Macdonald will join as an advisor.

Mobify works with brick and mortar retailers and brands like Ann Taylor, Crocs, Carnival Cruises, Bosch, Superdry, Eddie Bauer, Tommy Bahama and Beyond the Rack. The partnership will allow the company to serve more personalized ads to customers.

Mobify also recently acquired location-based marketing company Donde, and closed a $10 million series A funding round. The competition includes companies like Moovweb and Newstore.