Quettra, a mobile app intelligence which focuses on direct measurements for app developers has been acquired by SimilarWeb. Quettra was founded by former head of Search and Discovery for Google Play, Ankit Jain in 2013.
Quettra team has members who bring in their experience from leading companies like Google, eBay, and Microsoft to redefine the mobile user experience. They have been helping developers to create customer personas, and infer demographics. Doing this allows developers to improve retention rates and audience engagement by creating better and relevant experiences.
Benjamin Seror, VP Product wrote in a blogpost “We hope our continuing investment in new technologies and acquisitions will give rise to apps that everyone loves. Our goal is to end the “cold welcome” new users receive, provide better notifications, and limit the amount of intrusive ads, which actually receive a poor Click Through Rate. Still, they have become a default solution given the lack of meaningful information app makers have about their audiences”.
Further he added “This is only the first step. In line with our cross-device strategy, our vision is to continue to democratize the deep insights which developers have at their disposal, effectively elevating their ability to personalize content at the level of the largest industry players.”
This acquisition by SimilarWeb would allow Quettra a lot more to the mobile app community. Developers will be able to track their own users at a much deeper level and also use the data collected to strategize better than their competition. The details of the acquisition were not announced.