Startup Pyze launches free business intelligence and personalization platform for mobile apps
New service employs machine learning to automatically segment users and determine the best time to send notifications.
Barry Levine
Mobile app marketers need a better data tool, and they need it for free.
That’s the mission of startup Pyze, which today is launching its first product, a mobile business intelligence and personalization platform called Pyze Growth Intelligence.
Large app publishers that dominate the market have access to sophisticated in-house app analytics tools, President and co-founder Prabhjot Singh told me, but smaller publishers have only basic ones.
“Our goal is to democratize access to this intelligence,” he said, adding that app publishers “shouldn’t be charged to send out push notifications and in-app messages in 2016.”
Instead of a software development kit (SDK) that requires “a lot of work” to integrate with the app, Singh said, Pyze can be integrated with one line of code.
Instead of mobile marketers having to manually select how they want to segment users for analysis or marketing, Pyze’s machine learning automatically creates segments according to engagement, frequency of use, in-app purchases, revenue and other attributes. Publishers can customize the segments if they wish.
Here’s a main menu:
While machine learning is being employed in a variety of website- and email-focused analytics packages, Singh said that Pyze is the first to use it in a mobile analytics product.
“Our key premise,” he said, “is to move [mobile] analytics to business intelligence.”
Once users are segmented, Pyze also provides contextual marketing tools that can automatically send personalized push notifications and in-app messages at the most appropriate times, such as onboarding new users with welcoming messages or messaging users considered to be attrition risks.
The key differentiators, he said, are Pyze’s emphasis on visual presentation of the data, automated segmentation and contextual marketing that focus on the best time for interaction and an efficient infrastructure that has been designed from scratch.
Here’s a screen showing segments, which can be extended interactively and which have contextual menus for setting up rules for engagement:
While other mobile analytics packages offer free versions up to a certain number of users, there is no user limit for Pyze. The premium fee-based version is for marketers who want enterprise functionality, such as greater data retention, access to data through an API and 24/7 support.
The company is also announcing it has secured $1.7 million in seed funding from investors that include Double Rock Ventures, plus nearly $0.5 million from startup programs by Google Cloud Platform and Microsoft BizSpark Plus to support the launching of a software-as-a-service business.
ABOUT THE AUTHOR
Barry Levine
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him on LinkedIn, and on Twitter at @xBarryLevine.
