AI marketing analytics startup gets $1.6m funding

Ben Heathcote

In App Marketing. November 11, 2018, the AI analytics startup for mobile app marketers, has raised $1.6 million in seed funding. The round was led by tech investment platform Partech with participation from angels Sophia Bendz and Nicholas Pinto. was founded in 2016 by Marie Outtier, who has a background in mobile marketing and technology and PJ Camillieri, who previously spent 10 years at Apple and has extensive experience working with Natural Language Processing and virtual assistants.

The funding will support the London-based company’s growth and the development of the first artificial intelligence-powered marketing analyst. Designed for mobile app marketers, Aiden uses machine reading to analyse large sets of paid advertising data and proactively make changes to improve ROI.

CEO Marie Outtier explains:

“Today’s performance marketers are bogged down with data coming from multiple sources. This problem isn’t new, but our approach of teaching a software to act like a real analyst would, has never been explored before. It’s a new generation of software, one that listens, learns and acts.”

Reza Malekzadeh, partner at Partech, will join’s board of directors. He added:

“We believe is building an innovative solution for marketers at precisely the time it is needed most. Marie and PJ’s vision for the future of data and analytics harnesses the recent advances in the fields of machine learning and natural language processing to create a tool that is set to change the way marketers do their job.”

The investment round brings’s total funding to $2.3 million, following an initial pre-seed round of $750,000 in March 2017.