Airship, a company that facilitates customer engagement via email and other channels, has acquired Apptimize, a provider of testing services for mobile and other channels. Terms were not disclosed.
The merger combines Airship’s customer engagement tools with the mobile app and web testing provided by Apptimize, allowing users to create the “end-to-end experiences customers really want,” states Brett Caine, CEO and president, Airship.
Apptimize allows users to test user experiences in mobile apps, websites and OTT. Among the elements that can be tested are content, recommendation algorithms and user messages.
In addition, it provides an A/B and multivariate testing tool to help brands manage future releases across digital touchpoints and to understand the impact of cross-channel experiments.
“Today’s most impactful companies are constantly reinventing customer experience, and a culture of experimentation is a critical part of driving that innovation,” Caine adds.
Airship enables businesses to send relevant messages at the time and place that customers will be most responsive — whether on SMS, push notification, email, mobile wallet or many other channels.
Airship will sell and support the Apptimize platform, while enriching its customer engagement platform with new testing capabilities, it says.