TUNE buys FirstMark-backed Artisan Mobile

TUNE has acquired Seattle-based mobile marketing automation company Artisan Mobile. No financial terms were disclosed. TUNE’s backers include Icon Ventures, Performance Equity Management and Accel Partners while Artisan Mobile’s investors include FirstMark Capital.


SEATTLE, July 23, 2015 – Today, at its annual Postback conference in Seattle, TUNE (http://www.tune.com), the leading enterprise SaaS platform for mobile marketing, announced its acquisition of Artisan Mobile (http://useartisan.com). Artisan’s analytics, testing and marketing automation solution makes it possible for marketers to create highly personalized, compelling mobile experiences in real-time without writing code or resubmitting to app stores.

The acquisition comes less than a month after the launch of the TUNE® Marketing Console (TMC), a unified console created by integrating two previously independent products, MobileDevHQ and Appfuel, with MobileAppTracking, TUNE’s original mobile product, and marks a period of rapid growth in the advertising industry.

“While we are still in early innings, the next wave of evolution in mobile marketing is about moving from point solution tools to an integrated suite. TUNE is in a great position to transform the tools marketers depend on,” said Rich Wong, Partner at Accel and board member at TUNE. “Each new product launch and acquisition TUNE makes further streamlines the experience for marketers, and Artisan is another example that provides greater insight from the top of the funnel to the bottom.”

In tandem with the TMC, Artisan software will deliver a more robust toolkit for marketers looking for insight into every stage of user acquisition and engagement.

“Bringing the DNA of the Artisan product and team together with the TUNE® Marketing Console is a really positive move for marketers, especially those trying to centralize their dashboard and operations,” said Peter Hamilton, CEO of TUNE. “As always, we are committed to supporting the marketers’ needs to engage their customers in the best ways possible, whether through TUNE’s products or those of our partners. The flexibility of the TUNE® Marketing Console offers that freedom of choice.”

Alongside members of the core engineering team, Dan Koch, Artisan’s head of engineering, joins TUNE as director of mobile marketing automation to lead integration of Artisan’s capabilities into the TUNE® Marketing Console.

“The answer to current marketing challenges isn’t more data, it’s smarter data. Together, we’ll deliver what marketers really need: simple, actionable insights into the moments that matter,” said Dan Koch, head of product and engineering for Artisan. “Integrating Artisan into the TMC means marketers can engage users in every moment of the customer experience, from discovery to download and re-engagement to retention.”

To ensure a smooth transition for Artisan customers and employees, Artisan CEO Bob Moul will stay on in an advisory role.

“Our mission is to deliver powerful tools that unleash the full potential of mobile apps and unlock real business results,” said Bob Moul, CEO of Artisan. “With TUNE, we’ll continue helping customers maximize mobile engagement and create more satisfied customers on a larger, more global scale than we could have achieved alone.”
Current Artisan customers will continue to log in, view their existing data, and use the Artisan product during the transition.

While the recently announced TUNE® Marketing Console unified paid, earned and owned campaign analytics, integrating Artisan’s marketing automation software will expand the TMC’s capabilities to deliver richer visibility and analytics into the full acquisition and engagement lifecycle across paid and non-paid campaigns. As a result, marketers have the data they need to offer a highly customized experience on mobile.

The acquisition comes at a time of rapid growth for TUNE. In addition to the new TUNE® Marketing Console, the company is expanding and scaling its global presence and recently exceeded 300 employees across eight offices worldwide.

About TUNE
TUNE (http://www.tune.com) is the leading enterprise SaaS for marketers and their partners to measure results on mobile. Driven by industry standard products like the TUNE® Marketing Console (TMC) and HasOffers, TUNE’s products have become the most used measurement technology by the 100 top-grossing apps across all platforms. Headquartered in Seattle, Washington with more than 300 employees in eight offices worldwide, TUNE is the most widely adopted solution to measure mobile marketing performance and is trusted by brands such as Expedia, Sephora, Trulia, Alaska Airlines, EA, DraftKings, and more.

For more information, visit http://www.tune.com or follow us on Twitter, Facebook, LinkedIn, Google+, and Instagram.

About Artisan Mobile
Artisan (http://useartisan.com) is the industry’s leading marketing automation and engagement platform. Artisan’s all-in-one analytics, testing and marketing automation solution makes it possible for mobile teams to create highly personalized and compelling user experiences in real-time without writing code or resubmitting to app stores. Artisan empowers organizations of all sizes to unleash the full potential of their mobile apps, drive mobile engagement, and dramatically improve their return on mobile.