AB Tasty raises €5 million from Omnes Capital to give marketing teams predictive capabilities

After giving back marketing teams control over A/B testing and content personalisation, AB Tasty is now looking to extend the model that has underpinned its success to predictive marketing.
AB Tasty, the leader in A/B testing and user experience personalisation solutions, is announcing that it has raised €5 million from Omnes Capital (new investor), Xange Private Equity and Kima Ventures (existing shareholders). AB Tasty has also received support from Bpifrance with the financing of its innovation programmes.

This Series A round will enable AB Tasty to fund its R&D activities and extend its leadership on the innovation front, while consolidating its international presence and expertise in the mobile segment.
AB Tasty aims to introduce predictive optimisation to the mainstream.

The Company aims to facilitate access to the latest automatic optimisation methods for lead conversion. The potential applications of this technology range from predictive segmentation for identifying audience segments to be served in priority, to optimum message distribution in order to deliver increasingly personalised experiences and thus able to convert. AB Tasty aims to “simplify predictive features so that they are no longer the privileged domain of data scientists”, said Rémi Aubert, co-founder of AB Tasty.
Founded in 2011 by Alix de Sagazan and Rémi Aubert, AB Tasty now has a team of 65 employees and is enjoying growth of 100% p.a. It ranks among the 48 most innovative businesses holding the French Tech Pass and backed by the Bpifrance Excellence seal of quality. Its roster of 350 clients includes leading names such as Cdiscount, Showroomprivé, Carrefour, Pierre & Vacances, Webedia, Axa, ITV and Tchibo.
The funds raised will be used to strengthen its R&D teams and its leadership on the innovation front. AB Tasty intends to continue giving its clients the benefit of the latest innovations in predictive algorithms and machine learning. The Company has a team of data scientists who have launched a number of R&D projects over the past two years for various e-commerce, media and lead generation companies.
“Machine learning has lifted returns on our customer optimisation campaigns by 30%. We aim to achieve improvements of 75% by developing predictive segmentation, which will adapt messages to each web user”, explains Rémi Aubert, co-founder of AB Tasty.
International consolidation and mobile expansion – two other development channels for 2016.

The Company has a presence in five countries, with offices in Paris, London, Cologne, Madrid and Sydney and it has clients in around 40 countries, including China, Brazil and the United States. The aim is to bolster its international teams in 2016 and open up new offices in 2017.
This active recruitment policy is intended to support the Company’s development in new sources of growth, including mobile platforms. The launch of AB Tasty for App, in which AB Tasty’s expertise has been adapted specifically to mobile applications, helps to meet advertisers’ growing needs to enhance experience across all channels. This innovation won the Judges’ Special Prize in the E-commerce Awards at the recent E-commerce Paris trade fair.
“With a triple-digit growth rate since we founded the Company, a workforce doubling in size every year and hefty R&D investments to maintain our technological lead, we aim to secure our leadership on the innovation front and become a force to be reckoned with in the global industry”, stressed Alix de Sagazan, co-founder of AB Tasty.
“We are delighted to be supporting Alix and Rémi with the development of AB Tasty. Ever since we first talked to them, we have been impressed with this complementary and extremely ambitious leadership duo. Its powerful technology and rapidly growing roster of first-class clients were also key factors in our decision to invest. Lastly, Omnes Capital will provide AB Tasty with the benefit of its experience and network as the Company continues to pursue international expansion”, stated Xavier Brunaud, Principal at Omnes Capital.

Contacts

Deal 
Xavier BRUNAUD, Principal, Omnes Capital
Marc GASSER, Analyst, Omnes Capital

Legal 
investor advisers: Charles GAVOTY, Hervé BIED-CHARRETON (Jones Day)
Company advisers: Laurent MAUDOUX (Julien-Jeulin & Associés)

Due diligence
 Hugues LISAN, Virginie VINCENT (ASC Consulting)