Like many companies promising to help marketers understand how people use mobile apps, Swrve began life catering to game publishers.
These days, the four-year-old company’s technology is found within a far broader range of mobile apps created by retailers, financial services firms, and hotels—to name a few.
Swrve’s software closely tracks what people do with their smartphones or tablets—every time they place an item in a shopping cart or achieve a new “level” in a frequent buyer program, for example. These interactions are dubbed “mobile moments,” and Swrve’s software now catalogs more than 8 billion of them daily.
“This is the core of what we do,” said Swrve CEO Christopher Dean. “The digital connection that exists between brands and consumers has changed. Consumers interact with their phones 100 to 250 times per day, and 86% of that time is spent within an app.”
To that end, Swrve signed 40 new accounts during the first half of 2015. That brings its total to more than 150 companies during its relatively short life, including the likes of toymaker Hasbro, foreign exchange service Travelex, and software giant Microsoft.
That momentum helped Swrve orchestrate a $30 million Series C round of venture funding, disclosed Wednesday and led by Evolution Media Partners along with TPG Growth and Participant Media.
Swrve also this week launched a new service, called Swrve Amplify, that lets marketers correlate data gathered from their mobile applications with information managed within other enterprise marketing applications, such as customer relationship and point of sale systems. The new service is made possible by Swrve’s recent acquisition of Adaptiv.io, another company that specializes in mobile data collection and interpretation.
Swrve will use its new venture infusion, which more than doubles its previous backing to $51 million, to build its presence at its San Francisco headquarters as well as at offices in New York, Dublin, and London. One of its most direct competitors is Localytics, a Boston-based company that claims eBay and The Weather Channel as customers.