Bazaarvoice Acquires AddStructure To Enhance CGC Offerings

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Bazaarvoice, a provider of consumer-generated content (CGC), advertising and personalization solutions, has acquired search and discovery e-Commerce applications provider AddStructure for an undisclosed sum. Bazaarvoice intends to strengthen its core CGC offerings of online ratings and reviews and enhance shopper profiles across its network with the acquisition.

The AddStructure platform uses machine learning and natural language processing technology to analyze CGC data, to help extract and summarize product reviews based on key themes and sentiment. The platform will be applied to Bazaarvoice shopper data to deliver new products and future enhancements.

“As consumer behavior continues to evolve, brands and retailers must keep pace with new shopping trends and technologies to deliver engaging and consumer-friendly shopping experiences,” said Gene Austin, CEO of Bazaarvoice in a statement. “AddStructure’s advanced capabilities in natural language processing and machine learning are an incredible addition to our product portfolio and we are excited to partner with the AddStructure team to bring innovative e-Commerce solutions to market and deliver tremendous value to our clients.”


AddStructure’s employees will join the Bazaarvoice product, engineering and client success teams, and will operate out of New York City and Chicago.



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