Highlights:

  • Lytics’ Audience Generator is another AI technology that facilitates natural language commands for interacting with consumer data housed on its platform.
  • Contentstack is the developer of a content management system that companies employ to handle digital content.

Digital content experiences platform developer Contentstack Inc. acquired Lytics Inc., a customer data platform startup for an undisclosed amount.

Contentstack will be able to incorporate Lytics’ technology, which helps marketers target customers using real-time engagement data, into its own platform by purchasing the 11-year-old startup.

Businesses utilize Lytics’ CDP to compile client data from various sources, such as various internal systems and social media sites, into a unified data repository. These documents are easier to locate and examine when they are kept in one location.

In order to expand the capabilities of its CDP, Lytics has recently relied on Google Cloud’s artificial intelligence capabilities. Examples of these tools include Schema Copilot, which makes formatting and preparation of data easier when it is sent from internal systems to its primary repository.

Lytics’ Audience Generator is another AI technology that facilitates natural language commands for interacting with consumer data housed on its platform. Additionally, there is a Customer Profile Contextual Chatbot, an AI assistant made to respond to inquiries about specific clients.

With a stellar client list that includes Universal Music Group, Kraft Heinz Co., Mondelez International Inc., Glassdoor LLC, and Live Nation Entertainment Inc., Lytics focuses on the retail, consumer packaged goods, and media sectors. It had raised USD 58 million in fundraising before being acquired, and in 2019 it raised an additional USD 35 million.

Using a backend distinct from the so-called “presentation layer,” Contentstack is the developer of a content management system that companies employ to handle digital content. Enabling businesses to provide their clients with individualized digital experiences and content is the aim. It accomplishes this by using a “Headless CMS” platform, in which content—such as articles, photos, and videos—can be sent to any channel, including mobile applications, websites, social networking platforms, WordPress blogs, stores, and more, due to the division of the backend and frontend.

Neha Sampat, the Founder and CEO of Contentstack, stated “Truly personalized digital experiences require a marriage of scalable content management and actionable first-party data, wherever it lives, operating in real time. This is why combining Contentstack and Lytics makes so much sense for brands who are building the world’s best digital experiences. ”

Erik Benson, Managing Director of Voyager Capital and an early investor in Lytics, said the acquisition was a huge win for all parties. “Voyager’s investment thesis was that building a system of engagement for first-party customer data was going to reign supreme over third-party data and retargeting systems prevalent at the time,” he added.

All 26 Lytics workers, including Co-founder and former CEO James McDermott, who is now Contentstack’s global head of data products, joined the company once the acquisition was finalized late last month, according to Contentstack.

“We have solved a major problem for brands – capturing, connecting and enriching first-party data and making it actionable,” McDermott said. “Ultimately, the vision is to turn data into meaningful digital experiences, but that requires access to content. With Contentstack, we’re now delivering on that vision.”