MFour Data Tie-In with Its New Investor

Mobile-based consumer intelligence platform MFour has partnered with Datos, a Semrush subsidiary focused on clickstream data. The deal combines products based on analysis of browsing behavior with first-party panel-based consumer insights.

Datos tracks the desktop and mobile browsing behavior of tens of millions of users worldwide, anonymised and privacy-compliant, and packages it into 'clean, easy-to-understand' data products. MFour's Studio combines data from a proprietary mobile insights app, Surveys On The Go, with advanced location-based technologies, and recently enhanced with consumer data-at-scale solution Journeys Marketplace and the firm's new AI tools DANI and Survey Builder.

Datos' parent firm, online visibility management platform Semrush, made an unspecified strategic investment in MFour in July. The new deal gives Datos' customers access to MFour's omnichannel first-party consumer mobile insights on consumer shopping behavior, engagement and online trends - including in-app shopping data, path-to-purchase behavior and streaming video and audio insights.

Datos CEO Eli Goodman says the partnership allows his firm 'to provide our customers with a truly one-stop solution for trusted clickstream data and mobile in-app data, resulting in invaluable path-to-purchase trends and insights'. Chris St. Hilaire (pictured), founder & CEO of MFour adds: 'In today's information-driven economy, validated and organized data are a decision maker's biggest advantage. We're thrilled to join Datos' network of trusted data sources, for unparalleled insights into the browsing data and behaviors of millions of users around the world'.

Datos was founded in 2019, has offices in New York City (HQ), Spain and Germany and is online at www.datos.live . MFour's web site is at www.mfour.com .