These days, everyone has a best friend: Their smartphone.
“On the Web, personalization is a constant struggle, whereas on mobile it’s pretty accurate,” said Nancy Hua, cofounder and CEO of Apptimize, a mobile A/B testing platform. “You know everything they’ve ever done. You also know their context at that moment: Are they on the go? Are they inside or outside? Who are they with? The time-of-day effects are pretty big. Context lets you deliver an experience that’s a lot more magical.”