BBVA's Propel invests in psych/AI startup DataSine

BBVA's Propel invests in psych/AI startup DataSine

Propel Venture Partners, BBVA’s San Francisco based venture capital investment vehicle, has co-led a $5.2 million funding round into London-based DataSine, which blends psychology with machine learning to create highly individualised marketing campaigns.

DataSine’s content personalisation platform Pomegranate applies machine learning to behavioural data that companies already collect to build customer profiles, and provides a content editing platform to guide marketers in tailoring a range of content elements, including words and images.

The company claims its tech can help achieve uplifts of up to 80% in engagement and 71% in sales. Banking customers using the platform include BNP Paribas and Tinkoff Bank.

“Increasingly, organisations are shifting their focus toward content and data-driven marketing strategies," says Rohit Bodas, partner at Propel Ventures. "Personalised messaging and style can achieve greater marketing efficiency by resonating with the target audience and inspiring them to act, thus lowering the cost of delivery of services. DataSine, built by experts in AI and psychology, holds tremendous promise and delivers personalisation at scale.”

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