Localytics launched a new app marketing platform on top of its enterprise app analytics service and secured $5.5 million in Series B financing. Polaris Venture Partners led the round with all existing investors including New York Angels, Launchpad Venture Group, Hub Angels and Progress Ventures participating. In just three years Localytics has established itself as the leading enterprise app analytics and marketing solution supporting over 350 million devices. The new funds will be used to expand the app analytics and marketing automation platform.
“App marketers have an amazing opportunity, they’ve already built a personal relationship with users and have a place on their phone or tablet,” says Raj Aggarwal, co-founder and CEO of Localytics. “Our app marketing platform builds on app analytics to optimize communication with those app users when and where messages can have the greatest impact — while they’re using their apps.”
App publishers have no way to communicate with their users who turn off push messaging or don’t provide email addresses or phone numbers. Even when able to send push messages or emails, the messages are too often unrelated to current or past app usage and arrive when users are busy with other activities.
Localytics’ app marketing solution drives customer engagement and conversions by delivering rich, actionable messages to app users within the app experience. By completely integrating app analytics and marketing, app publishers can deliver highly targeted messages to users in real-time based on their app usage. App analytics are then used to optimize and measure the performance of each message against the engagement, monetization and customer lifetime value goals set by the marketer.
“Localytics has been on our radar for some time,” says Peter Flint, General Partner at Polaris Venture Partners. “They’ve quickly established themselves as the leading enterprise software platform for apps analytics and are now positioned to deliver the first marketing automation solution for apps.”
“We first provided seed financing in 2010 and then led one of the largest angel-only Series A rounds last year”, said Avi Fogel with New York Angels and Launchpad Venture Group. “We’re very excited about Localytics’ future. New York Angels’ and Launchpad’s participation in the Series B now makes Localytics the largest investment the groups have made.”