Swrve, a mobile marketing automation company, has announced the launch of the Swrve Predictive Marketing Suite, a set of tools that lets marketers engage with consumers proactively in mobile apps based on their likelihood to take an action (or not).
The new tools use behavioral algorithms to predict app user behavior and automatically present relevant messages to them. According to the company’s news releases, the suite
… uses historic data, including number of sessions per users and previous in-app spend, to train the algorithms for each app separately. The technology determines a user’s propensity for action or inaction, based on this algorithm, which looks at others with similar behavior patterns and what they did or did not do.
The first piece of the marketing suite is Swrve Predictive Push, which identifies the best times to communicate with a user via push notifications.
“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 Christopher S. Dean, CEO of Swrve, in today’s announcement.
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