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ByTek acquires Adority: Retention AI is born

Marco Belmondo

The product enters the ByTek AI Suite as a specific module for segmentation and customer loyalty

ByTek, the MarTech company of Datrix group, continues its growth, acquiring the Adority software, now renamed Retention AI, which becomes part of the company’s technological suite.

The focus on proprietary technological solutions based on artificial intelligence, collected in the ByTek AI Suite, gets integrated by the addition of this specific tool aimed at customer segmentation & retention.

“The idea was born in 2020, a challenging year for businesses as well: we wanted to provide an innovative solution that would solve the pain-point of customer base segmentation, based on RFM analysis model – says Pietro Montelatici, co-founder of Adority together with Alvise Corba – with a keen eye on the competitiveness of service costs compared to other tools on the market “.

Today, Retention AI becomes a key product in ByTek’s tech suite, because:

  • business sustainability is increasingly essential and passes through customer loyalty;
  • the tool easily integrates with CMS and marketing automation tools, advertising and email marketing platforms, in a no code / low code mode;
  • it provides immediately actionable insights, to implement personalized and effective marketing strategies.

“In the era of cookieless web and with advertising costs exponentially increasing, even for large companies it is not sustainable anymore to keep on focusing on new business only – explains Alvise Corba, now product manager of ByTekThe strength of Retention AI is precisely the fact of focusing on first-party customer data, owned by the companies themselves, which are often not fully exploited “.

“Our need to enrich our offer of products with a specific component for segmentation and RFM was born in ByTek as early as the end of 2021 – says Paolo Dello Vicario, CEO of ByTek and Head of the AI ​​area for Marketing & Sales at Datrix – we are happy with this acquisition because there was immediately a common vision. Retention AI represents an undoubted strengthening of our suite of technological solutions to improve the marketing performance of companies and it is functional to the achievement of the ambitious growth objectives declared at the time of the listing of the Datrix group on the stock exchange”.

The ByTek AI Suite will continue to evolve: further features and additions are being developed, with the aim of becoming a complete Data Activation Platform.