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Apple brings on team from consultant Silicon Valley Data Science

(Bloomberg) -- Apple Inc. hired a team from consulting firm Silicon Valley Data Science, adding experts to help the iPhone maker ramp up efforts to use data to improve its products.

Founded in 2013, the Mountain View, California-based startup provided data analysis to larger companies to improve their forecasts, operational efficiency, and customer relationships, according to the firm’s website. An Apple spokesman acknowledged a few dozen employees from Silicon Valley Data Science joined the company.

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The Apple Inc. logo is seen on the facade of the new Apple Inc. flagship store at Union Square in San Francisco, California, U.S., on Thursday, May 19, 2016. Apple Inc.'s newest store opens to the public on May 21. Photographer: David Paul Morris/Bloomberg

Sanjay Mathur, Silicon Valley Data Science’s founder and chief executive officer, joined Apple as part of the move. He leads "strategy and analytics initiatives for a group at Apple," according to his LinkedIn profile. About 20 data scientists from the firm joined Apple, according to their LinkedIn profiles. They’re working on analytics for ad-related initiatives, which may include optimizing App Store ads.

In December, Apple said it was buying song recognition application maker Shazam and podcast tools startup Pop Up Archive. Earlier in January, it announced the acquisition of Buddybuild, a service for App Store developers to test their applications.

--With assistance from Sarah McBride and Alex Webb