Kahuna is interesting because it’s a mobile-first marketing automation platform that can be used for marketing anything, not just a mobile app. The company claims that it more than doubles customer engagement, with response rates hovering around 20 percent for its push messages. Marchick says that’s because the company, which is thoroughly staffed and funded by ex-Facebookers and other fast-growing startup people with very significant growth hacker credential, knows what to send and what not to send.

Using the example of Yahoo sports, Marchick says that Kahuna can track a user’s favorite sport, team and player without them having to directly spell it out. Yahoo can then push notifications out about articles on specific players that it knows someone has an interest in, rather than broad headlines that go right over someone’s head.