King of Prussia-based Qlik has acquired London-based RoxAI, a small startup that developed a tool to help Qlik customers improve how they interact with the company’s software, writes Michelle Caffrey for the Philadelphia Business Journal.

While the terms of the deal were not disclosed, Qlik Chief Product Officer James Fisher said that RoxAI has a small team of around ten people working at three global offices.

The key to the deal was bringing the startup’s “Ping” alerting software in-house.

Ping monitors data using artificial intelligence technologies and alerts Qlik users when that data changes using mobile, email, and social messages.

“It really draws the user into the analytics process,” said Fisher.

Qlik is owned by private equity giant Thoma Bravo and is primarily focused on business intelligence analytics. It has also pursued acquisitions over the last several years to strengthen its data capabilities and build them out in multiple directions.

In July 2018, the business analytics firm purchased Podium Data for its data management platform. Last spring it also acquired Attunity for $560 million to boost its data integration and management capabilities.

Read more about Qlik at the Philadelphia Business Journal by clicking here.

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