Optimizely Buys Customer Data Platform Zaius

In the US, digital experience specialist Optimizely has acquired customer data platform Zaius for an undisclosed sum.

Zaius' solution combines analytics with marketing automation systems, processing and interpreting interactions across channels and devices, to develop a single customer view so that marketers can understand, target and convert shoppers. In 2018, the firm raised $30m to further develop its partner and developer ecosystem, and its platform.

Optimizely (formerly Episerver) says the acquisition will bring 'the context of the customer to the experience creation and optimization process of digital experiences', helping clients understand and act on all their digital data in one platform. Zaius' segmentation engine will be combined with Optimizely's behavioral data and transactional insights to provide new insight supported by artificial intelligence and predictions driven by machine learning.

Zaius co-founder and co-CEO Spencer Pingry (pictured) says the company has 'always believed that having the customer's context was the unfair advantage to creating the most relevant experiences for customers'. He comments: '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'.

Web sites: www.optimizely.com and www.zaius.com .