Contentstack snaps up customer data startup Lytics to enhance content personalization

Digital Content Platform Provider Contentstack Inc. said today that there is acquired launch of customer data platform Lytics Inc. at an unknown price.

By acquiring 11-year-old Lytics, Contentstack will be able to integrate the company’s technology, which helps marketers target consumers using real-time interaction data, into its own platform.

CDP Lytics used by companies to consolidate customer data from multiple pipelines, including various internal systems and social media platforms, into a single data warehouse. By keeping these records in one place, they are easier to find and analyze.

In recent years, Lytics has relied on Google Cloud’s artificial intelligence capabilities to expand functions of your CDP by adding tools like Schema Copilot, which simplifies the task of formatting and preparing data as it streams from internal systems to the main repository.

Another AI tool is Lytics Audience Generator, which makes it easy to interact with customer data stored on the platform using natural language commands. There is also a contextual customer profile chatbot, which is an AI assistant designed to answer questions regarding individual customers.

Lytics targets the retail, consumer products and media industries and boasts an impressive list of clients that includes Universal Music Group, Kraft Heinz Co., Mondelez International Inc., Glassdoor LLC and Live Nation Entertainment Inc. has raised $58 million in funding, with the most recent funding round of $35 million coming in 2019.

Contentstack is the creator of a content management system that is used by businesses to manage digital content using a back-end separate from what is called the “presentation layer.” The goal is to enable companies to provide personalized content and digital experiences to their customers. He does it with the Headless CMS platformwhere the separation of backend and frontend allows content such as articles, images and videos to be delivered to any channel including mobile apps, websites, social media platforms, WordPress blogs, storefronts, etc.

Contentstack founder and CEO Neha Sampat said the combination of her company’s scalable content management tools and Lytics’ actionable customer data will allow it to deliver “truly personalized digital experiences.”

“That’s why the combination of Contentstack and Lytics makes so much sense for brands that are building the world’s best digital experiences,” he said.

Voyager Capital managing director Eric Benson, who was an early investor in Lytics, said the acquisition was a great outcome for all stakeholders. “Voyager’s investment thesis was that building an engagement system with first-party customer data would take precedence over the third-party data and retargeting systems that were prevalent at the time,” he told Geekwire.

The acquisition was completed late last month, according to Contentstack, with all 26 Lytics employees joining its ranks, including co-founder and former CEO James McDermott, who is now global head of Contenstack’s data products division.

“We’ve solved the biggest problem for brands – collecting, unifying and enriching first-party data and making it actionable,” McDermott said. “Ultimately, the goal is to turn data into meaningful digital experiences, but this requires access to content. With Contentstack, we are realizing this vision.”

Image: content stack