Acquia has acquired AgilOne, a customer data platform (CDP) solution provider, to bring new AI- and machine learning-driven capabilities to its web content management and digital experience platforms. Financial terms of the transaction have not been disclosed.
The acquisition comes as more retailers are relying on CDP platforms to understand shopper preferences, segment consumers more effectively, and ultimately personalize shopping experiences and content campaigns across channels. CDPs are designed to unify customer data from disparate platforms, both online and offline, with the intention to build a “single view” of the customer.
AgilOne will shortly be integrated into Acquia’s Open Marketing Cloud, with products that include Acquia Lift, Acquia Journey, Mautic Cloud and Mautic Maestro. With this integration, Acquia is seeking to compete with major players in the marketing cloud space, including Salesforce and Adobe, with a distinct focus on open source and open APIs as the intended differentiator. Acquia’s Open Digital Experience Platform is designed to help teams choose any third-party technologies they want to integrate into their marketing stack, rather than being locked in by another vendor’s restrictions.
Retail marketing teams can bring their own machine learning models, choose from AgilOne’s pre-built models to automate segmentation efforts or configure business-specific customization into their pre-built models, which are then accessible across the entire platform.
“TUMI turned to AgilOne and AI to personalize our outbound marketing across multiple channels like email, push notifications and one-to-one chat,” said Charlie Cole, Chief Global E-Commerce Officer at Samsonite in a statement. “This personalization strategy has had a lasting impact on our brand’s customer experience, which previously focused on volume over quality. With AgilOne, we were able to send 40 million fewer emails in a year and make more money from our customers, increasing year-over-year e-Commerce revenue six times over.”
This is Acquia’s third acquisition in 2019: the company purchased both marketing automation technology provider Mautic and web site builder platform Cohesion. Additionally, the acquisition comes only three months after Vista Equity Partners acquired a majority investment stake in Acquia for $1 billion.
AgilOne will be available to Acquia customers as both a standalone offering and as part of the Acquia Open Marketing Cloud. All AgilOne employees have been offered positions at Acquia as part of the deal.