Acquia acquired TruCentric

We're excited to announce that Acquia has acquired TruCentric, a software-as-a-service company that is focused on providing personalization for websites. Earlier this year, we launched Acquia Lift, which brings testing and personalization capabilities to Drupal sites. With TruCentric, we not only acquired a great complementary product that we will integrate with Acquia Lift, but also gained a great team with a long history and strong leadership in marketing automation technologies.

TruCentric uses real-time and historical data to build a deep understanding of both anonymous and authenticated visitors. Every action that a visitor takes and every piece of content that they look at continuously updates this profile. TruCentric can infer a visitor's persona, interests, preferred content, and level of engagement as well as site-specific characteristics such as favorite team (for example, on a sports destination), favorite products (such as on an e-commerce site), or favorite activities (for example, on a travel site). This data can be married to existing customer and audience data and tied together across multiple online destinations. Profiles can also be connected together across the different devices that a visitor uses.

Paired with Acquia Lift, the joint solution will provide a powerful level of understanding about a website's visitors, resulting in much more effective testing and targeting. Additionally, the solution will incorporate TruCentric's content recommendation and marketing offer capabilities. Content recommendations suggest and promote links to content that are most likely to interest a user, increasing engagement and time on site. Marketing offers enable the most relevant promotions, sign-ups and other types of calls to action to be selectively shown to site visitors, increasing conversions. Both offers and recommendations can be easily configured by site builders or marketers by selecting from a variety of rules, algorithms and filtering criteria.

In the longer term, I'm particularly excited about the impact of Acquia Lift (with TruCentric) on e-commerce. Many brands and corporations today offer fragmented and poorly integrated shopping experiences that confuse the customer, are difficult to manage, and ultimately, leave money on the table. Top e-commerce brands have proven that content-rich product stories with deep personalization and seamless e-commerce integration increase conversion rates significantly. We believe that building a software platform that uses the world's best personalization practices in combination with the best possible content management capabilities presents us with a really big opportunity.