Composable digital experience platform Contentstack announced the acquisition of Lytics, the real-time CDP founded in 2013. Contentstack’s main current offering is its headless CMS. Lytics’ proprietary data management capabilities are expected to complement existing Contentstack Personalize.
The capabilities that Lytics will bring include:
Real-time engagement data and audience insights from known and unknown visitors to Contentstack-powered sites. Audience profiling and segment creation. A data activation layer that allows users to understand customer data and quickly deploy it across engagement channels.
Why we care. On the one hand, there is another independent CDP. It’s been just over a month since long-established company ActionIQ was acquired by Uniphore. However, the acquisition in this case by a DXP recalls older stories. In December 2019, Acquia acquired AgilOne. In March 2021, Optimizely acquired Zaius. The same month, Sitecore acquired Boxever. The model was that of high-level DXP with a CMS and other components populating their platforms with customer data management. In each case, they purchased an established CDP rather than building a solution in-house.
It took Contentstack a little longer to join the party, but it was founded in 2018, making it considerably younger than Acquia, Sitecore, and Optimizely.
Dig Deeper: Profound changes in the CDP space
A pioneer in the CDP space. Lytics co-founder and CEO James McDermott will now become Contentstack’s global head of data products. In a statement, he said: “We have solved a major problem for brands: capturing, connecting and enriching first-party data and making it actionable. Ultimately, the goal is to transform data into meaningful digital experiences, but this requires access to content. With Contentstack, we are now bringing this vision to life.
The combined companies will have approximately 500 employees and 500 customers.
