Optimizely bulks up machine learning, acquires Dublin startup Synference

Summary:Optimizely will use Synference's method of testing, optimization and machine learning to further its use of A/B testing.

Optimizely is adding some machine learning muscle to its optimization platform, announcing Thursday that it has acquired the Dublin-based startup Synference. The deal marks Optimizely's first company acquisition.

Synference's technology applies A/B testing and optimization with machine learning to automate data discovery, and is tailored to retailers looking to boost online consumer personalization.

Optimizely also specializes in A/B testing to improve webpage conversion, and it seems the Andreessen Horowitz-backed company will look to build out the technique even further with the acquisition.  

Pete Koomen, president and co-founder of Optimizely, said the company was drawn to the Synference team due to its method of marrying testing, optimization and machine learning in a way that increases the clarity and volume of actionable data.

Machine learning can shorten feedback loops and inform a more effective optimization strategy. We looking forward to working with[Synference founders] Fergal [Reid] and Conrad [Lee] to make this happen, and help our customers become even more successful.

The Synference team will join Optimizely as full-time members of the product and development groups.

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Topics: Emerging Tech

About

Natalie Gagliordi is a staff writer for CBS Interactive based in Louisville, Kentucky, covering business technology for ZDNet. She previously worked as the editor of Kiosk Marketplace, an online B2B trade publication that focused on interactive self-service technology, while also contributing to additional websites that covered retail tec... Full Bio

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