Optimizely recently announced that it has acquired Zaius and will use the startup’s customer data platform to extend its existing features for managing websites and marketing campaigns. The news comes on the heels of Optimzely being named a Leader for the second consecutive year in the Gartner Magic Quadrant for Digital Experience Platforms.
Zaius provides an Activated Customer Data Platform designed to help growing brands track customer interactions, compile data, and use it to achieve higher customer lifetime value (CLTV). Based in Boston, the startup has previously received funding from Insight Venture Partners, Matrix Partners, Underscore VC, and Leaders Fund.
Optimizely, formerly known as Episerver, offers a digital experience platform (DXP) that equips teams with the tools and data needed to create data-driven and personalized user experiences. With the acquisition of Zaius, Optimizely will improve its AI and ML-driven insights and add 50 pre-built connector apps (including Shopify, Snowflake, and Zendesk) into the Optimizely DXP. These additions are expected to help marketers, merchandisers, and developers gain new insight into the customer journey. Both companies have said that customers will continue to experience uninterrupted service during the integration.
Spencer Pingry, co-founder and co-CEO of Zaius, said the following in Optimizely’s announcement of the acquisition: “At Zaius, we’ve always believed that having the customer’s context was the unfair advantage to creating the most relevant experiences for customers. Analytics, segmentation, predictions, and personalization fueled by this context lead to experiences that drive customer loyalty. We are proud of how that has created growth for our customers and partners, and look forward to joining Optimizely to expand that story.”
Learn more about Zaios.