Optimizely bulks up machine learning, acquires Dublin startup Synference

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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