Acquia Picks Up TruCentric to Beef Up Personalization Capabilities
If Acquia isn’t on your short list of vendors for customer experience management, maybe you should reconsider. It has worked hard the last couple of years to develop its capabilities beyond web content management, either through internal development, acquisition or key partnerships. TruCentric is an example of an acquisition that will help the open source CXM vendor improve personalization – a critical element of digital marketing strategies.
TruCentric is a Toronto, CA based personalization platform. It is SaaS-based so it should integrate easily with Acquia Drupal, providing both historical and real-time data to personalize the customer experience. Some of the capabilities that come with TruCentric include:
- The ability to build a marketing profile that can be used across channels and devices.
- Track customer interactions, including social data, website activity, devices, geographies and so on.
- Personalized communications and recommendations
Package TruCentric’s personalization capabilities with Acquia’s existing capabilities, such as Acquia Lift for website optimization, Drupal for Content Management, and you are starting to see some rich functionality.
In a statement announcing the acquisition, Acquia CTO and co-founder, CEO Dries Buytaert had this to say:
Today, everyone expects a personalized, relevant, and engaging experience, but the majority of visitors are typically anonymous, and therefore difficult to engage. Being a digital-first business requires a commitment to harnessing data from all prospects to make better decisions faster. Acquia is acquiring TruCentric to help organizations get a handle on their critical customer data, quickly analyze it, and capitalize on it by delivering more engaging experiences from the very first visit to a site.
The area most interesting to point out is TruCentric’s e-commerce personalization capabilities. The ability to add context to online shopping through better content has become the theme of the month (remember Hippo and CoreMedia?).
Interested in finding out more information on how TruCentric works within the Acquia digital marketing environment? Let me know and we’ll get the details.
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