Boomtrain, a predictive personalisation platform which uses core machine intelligence, has announced an integration with engagement marketing software developer Marketo.

The alliance is the latest in the industry focussed on developing deep understandings of individuals with the intention of fostering meaningful relationships over time.

Boomtrain says the combination of its machine learning algorithms and Marketo's automated campaign delivery makes it possible to analyse how individual users interact with content and understand what their interests are, how they behave and what compels them to take action. Self-optimising predictive algorithms mean recommendations only improve over time.

The joint solution is being marketed under Marketo LaunchPoint.

Co-founder and chief executive of Boomtrain Nick Edwards says digital mass marketing is becoming obsolete: "Our vision is to make every step of the entire audience journey more personal and relevant for every user. With Marketo, we're able to optimise the delivery of these experiences across channels."

Publisher clients - which include Forbes and Outreach Media - regularly see 50-100 per cent increases in engagement metrics, he says.