Indicative

Acquired by Inmoment in 2021; formerly a mid-market product analytics provider

Indicative was a customer analytics platform founded in 2012 that focused on helping product and marketing teams understand user behavior through behavioral analytics and cohort analysis. The platform specialized in providing insights into customer journeys, retention, and conversion optimization across web and mobile applications. In 2021, Indicative was acquired by Inmoment (formerly Wootric), a customer experience intelligence company, and its technology was integrated into Inmoment's broader customer experience management suite. Prior to acquisition, Indicative positioned itself as a more accessible alternative to complex analytics platforms, targeting mid-market companies and growth-stage startups. While Indicative operated in the broader MarTech/analytics space rather than pure AdTech, it served marketing and product teams who needed to measure campaign effectiveness and user engagement. The platform's strength was in its user-friendly interface for behavioral segmentation and its ability to connect marketing acquisition data with product usage patterns. Following the acquisition, the standalone Indicative brand has been largely absorbed into Inmoment's product portfolio, though some of its core analytics capabilities continue to exist within the parent company's offerings.