Tel Aviv-based SimilarWeb, a company that prides itself on being able to tell its customers what is happening anywhere, anytime on any place on the Internet, is adding more visibility into one particular channel: mobile apps. 

This is not new functionality it developed in-house, but rather one it added via its recent acquisition of Silicon Valley-based mobile intelligence company, Quettra.

Quettra was founded two years ago by former Google Play exec Ankit Jain, who is joining SimilarWeb's Executive Group in the Product Team. SimilarWeb paid about $10 million for the start up, according to published sources. The talent that Quettra has under its roof alone was worth the purchase price, Ari Rosenstein, senior director of Corporate Marketing at SimilarWeb told CMSWire. (Rosenstein declined to discuss pricing specifically).

Besides Jain, the company employs former talent from Microsoft and eBay as well as a handful for PhDs. "It's like winning the lottery in terms of R&D," is how Rosenstein described it.

But Quettra's product itself is also very important to SimilarWeb.

What SimilarWeb Can Do Now

To understand how that is, let's look at what SimilarWeb offers already.

Its competitive differentiator is that it offers a very detailed, comprehensive view of online activity with its methodology, which draws upon three rich sources of data. These sources include the data SimilarWeb purchases from ISPs; the company’s own online marketing platform in which hundreds of millions of people around the world participate; and the internal analytics of mobile apps and websites that agree to share their data as well.

With this data arsenal behind it, it can answer questions such as, "How did an app by my competitor perform with customers after it was downloaded?"

Basically it can answer any question relating to retention and engagement, Rosenstein said.

What Quettra Does

Now, though, with the Quettra acquisition, SimilarWeb can answer the why part of those activities. Why did so many people engage with such-and-such app? Why did the upgraded version of ABC app get uninstalled so frequently when its origination iteration did not?

Quettra's mobile analytics platform can explain the 'why by coupling data about brand affinities and inferred demographics. Inferred demographics, Rosenstein said, means the app automatically makes certain assumptions about a user based on his or her behavior. If a user is on Instagram ten time a day between the hours of 3 pm and 7 pm, she is probably in junior high school.

Or, if that person is not using any apps in the morning, he probably is not someone with a commute and time to kill during prime driving time. Add that to the fact that this person doesn't check the weather report from his mobile device and he is definitely a telecommuter.

"It's all based off of probabilities," Rosenstein said.

The platform was originally developed to address mobile developers' need to understand their audience base -- an unsurprising mission given that that is Jain's background. 

Before its acquisition, Quettra had already earned the confidence of Silicon Valley, raising $2.9 million in seed funding from venture capital firms, angel investors and partners including Sungy Mobile Limited, CrunchFund, Data Collective, Google Ventures, Horizons Ventures, Miramar Digital Ventures and SV Angel. It launched its first product this year.