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A Chat with Acquia About Their Recent TruCentric Acquisition [June 4, 2014]

Submitted on
Wednesday, June 4, 2014
,
CMS Critic

By Mike Johnson

As you may have heard, Acquia recently picked up a Toronto based company focused on personalization for websites / commerce sites called TruCentric.

We took this opportunity to chat with Acquia about this acquisition and find out their motivations behind the purchase.

What spurred the acquisition of TruCentric over other players in the industry?

Digital marketers need to gain a deep understanding of all site visitors, including those that are anonymous, in order to grow their audience and drive conversions. Acquia is acquiring TruCentric, because it provides high resolution, real-time customer profiling for every site visitor based on their online behavior and preferences. With that information, digital marketers can deliver engaging, hyper-personalized experiences that appeal to site visitors and compel them to take a desired action.

Will the employees of TruCentric be taking on similar roles within Acquia now?

All TruCentric employees will join Acquia.

What are the long term plans for Acquia now that this acquisition has been announced?

Acquia helps businesses build and support digital properties, so they can out-compete their rivals among a the rapidly changing digital landscape. Personalized engagement and commerce are important revenue drivers for today’s digital-first businesses, so with this acquisition, Acquia is expanding the digital engagement and commerce segment of the business. TruCentric will extend the capabilities of Acquia Lift. TruCentric’s analytical insights, paired with Acquia Lift’s testing and personalization capabilities, will allow digital marketers to transform digital interactions into hyper-personalized experiences.

Can we expect to see a form of marketing suite integration into the Acquia platform?

Digital is disrupting every all modern business processes, not just marketing. In order for businesses to win against competitors, they need to drive digital transformation across their entire company...

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Acquia Buys TruCentric to Boost its Cred in Personalized Content [June 3, 2014]

Submitted on
Tuesday, June 3, 2014
,
GigaOM

By Barb Darrow

Acquia, which netted $50 million in new funding last week, is putting that money to use. The company, which built a range of content management system services atop open-source Drupal, is buying TruCentric, a SaaS firm specializing in real-time customer profiling.

Customer profiling/user engagement is tech speak for digging out information from a user’s past browsing history and other interactions to find what she is interested in and then targeting marketing campaigns for her. While that strikes many as creepy, it is also the holy grail for companies trying to sell products and services to the most receptive audience and leave the rest of the world alone. Acquia is just one of many companies chasing this ideal, including Adobe Systems’ with Marketing Cloud, Salesforce.com (with its ExactTarget-marketing cloud) and Oracle via its Vitrue acquisition. The news was announced at DrupalCon in Austin, Texas.

In an interview, Acquia CEO Tom Erickson said, while the company started out focusing on content management, it is now pushing into this brave new world of “digital engagement” where Toronto-based TruCentric can help. Terms of the deal were not disclosed. In a blog post, Buytaert wrote that TruCentric complements Acquia Lift, which adds testing and personalization capabilities for Drupal sites.

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