Despite its name, Swrve hasn’t swerved in its evolution from its origins as a marketing and engagement platform for apps.
Instead, it’s taken a series of steps toward its positioning as a customer interaction platform. In 2014, for instance, it added support for iBeacons, which are usually paired with apps. Later that year, Swrve declared itself an open platform that would play nice with others, and it now offers functional integrations with nearly three dozen platforms like Salesforce and Marketo.
And, earlier this year, it announced that its full integration with Oracle’s Eloqua campaign tool added in-app analytics, testing, targeting and messaging to that platform.
This week, the San Francisco-based Swrve is expanding its scope again, announcing that it will now support analytics, testing, marketing and engagement for several over-the-top (OTT) TV platforms — Apple TV, Roku, Android TV, Amazon Fire TV and Chromecast.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.