Apple’s new acquisition will help it better market to customers

Apple has reportedly snapped up U.K.-based digital marketing company DataTiger.

The company offers tools for optimizing companies’ “marketing flows for … customers in real-time across all channels.” This makes it possible to better target customers with relevant materials and advertisements.

The acquisition seemingly took place at the end of 2018. A regulatory filing from December shows Apple as the owner of Operatedata Ltd., the legal name of DataTiger. News of the acquisition was broken by Bloomberg. Apple hasn’t officially confirmed the purchase or revealed how it will be using DataTiger’s technology.

Apple has used email marketing for a long time, although there’s always room for improving this targeting. It has also recently upped its game in terms of push notification marketing to customers.

A CrunchBase profile of DataTiger reveals that it was founded in December 2016. It employs between 1-10 people, meaning that this isn’t going to be an enormous influx of new talent in Apple’s offices. There’s no available data on the company’s valuation that I could find. However, it received an undisclosed amount in seed funding back in 2017. This was not from Apple.