The Dripit story
The story of the origins of Dripit starts with its predecessor - company called Reach.ly - where we tracked customer on-site behaviour in real time to understand the context of their visits. By building machine learning models for behavioural analysis - an area that we've always been keenly interested in - we also had to develop customer journey representations. And, although behavioural analytics is and remains a fascinating field to us, our first company wasn't a huge success. Our experience did, however, provide us with valuable lessons and insights, particularly on the importance of tracking Customer Journeys, which is increasingly becoming an invaluable aspect of marketing performance analytics. This is where Dripit comes in.