Artisan Mobile

Artisan Mobile, initially founded as appRenaissance in 2010 by Scott Wasserman, operated from Philadelphia as a mobile experience management platform. The company's trajectory was significantly shaped by serial tech CEO Bob Moul, who joined as chief executive in 2012, bringing extensive experience from leadership roles at companies like Dell-acquired Boomi and EDS. Under his leadership, the company secured $7 million in total funding across two rounds led by FirstMark Capital, consisting of a $1.5 million seed round followed by a $5.5 million Series A in 2013.

The firm targeted businesses with native mobile applications, providing a suite of tools designed to empower marketers and product managers. Its core offering was a platform that enabled clients to analyze user behavior, conduct real-time A/B testing, and personalize app experiences without needing to write new code or go through the lengthy process of resubmitting updates to app stores. The product suite, which included Artisan Analyze, Artisan Personalize, and Artisan Optimize, was developed to help companies like Nike, CVS, A&E, and the History Channel improve user engagement and monetization. This was achieved through features such as detailed analytics, user segmentation based on demographics and behavior, and the ability to modify app content and functionality on the fly.

Despite building a notable client roster, the company faced challenges in achieving rapid, accelerated growth in what was a competitive and crowded market. CEO Bob Moul noted that the market was not yet fully mature, with many potential clients still focused on the basic functionality of their apps rather than on optimization and user experience enhancement. This led to the strategic decision to seek an acquisition. In July 2015, Artisan Mobile was acquired by Tune, a Seattle-based mobile marketing company. The deal was seen as a synergistic fit, combining Tune's strength in user acquisition with Artisan's focus on post-acquisition user engagement and retention. Following the acquisition, the Philadelphia office was closed, and key personnel, including the director of product development, relocated to join Tune, while other team members transitioned to prominent roles within the Philadelphia tech community.

Keywords: mobile experience management, MEM, app personalization, mobile A/B testing, native app analytics, user engagement platform, app monetization, in-app marketing, mobile user retention, Bob Moul, Scott Wasserman, FirstMark Capital, appRenaissance, mobile marketing automation, app analytics platform, mobile user segmentation, no-code app modification, Tune acquisition, Philadelphia tech, mobile app optimization