Indian ecommerce giant Flipkart has announced the acquisition of Appiterate, a mobile engagement and marketing automation company based out of Delhi.
What is Appiterate?
Appiterate was incubated as a product within DSYN which started out as a services firm. Founded by Tanuj Mendiratta, Anuj Bhargva, Mayank Kumar and Varun Sharma, Appiterate was launched as an A/B testing tool for mobiles. A/B testing is a methodology to test out two variants and experiment to find out which version works better with the audience. With the world moving towards mobile, it was becoming critical to have this functionality for mobile. This is where Appiterate came in. The founding team has a strong experience in the mobile app space and has in the past built mobile apps for companies such as Microsoft, Zomato, Groupon, Sears etc.
The company, in the past, has helped leading e-commerce companies combine the power of mobile apps and big data to allow them to do one-on-one targeting of their users though push notifications and in-app messages
Why Flipkart acquired Appiterate?
Appiterate was delivering more than 100 million personalized notifications each month through its platform for leading e-commerce companies. Appiterate was handling a billion events per month and doing predictive analytics over the data to drive better targeting of users. The precise targeting led to upto 300% increase in revenue for some clients compared to un-targeted campaigns.
