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