Today, WPVIP, the leading provider of enterprise WordPress and part of Automattic’s suite of innovative brands, announces the acquisition of Parse.ly, a top content analytics solution. Together, WPVIP and Parse.ly will offer an unparalleled enterprise content management, commerce, and analytics platform — with best-in-class content creation agility and the insights to understand the impact of those digital experiences. The acquisition of Parse.ly augments WPVIP’s content and analytics solutions, by incorporating Parse.ly’s capabilities for real-time content analytics and its personalized recommendation engine. Together, WPVIP and Parse.ly will lead a powerful enterprise ecosystem for an array of global brands including Salesforce, NBA, Condé Nast, Facebook, and Microsoft.
While integration of analytics providers is already supported on the WPVIP platform, the views have been fairly one-dimensional. With Parse.ly, the workflows that WPVIP customers use every day will surface insights that move beyond page views and visits. For example, commerce brands will understand top performing content that leads to purchases as well as deliver content recommendations for top performing products. This gives customers added ability to improve content performance, benchmark across their peers and make informed decisions that will have the greatest impact on their business.
The deal is the first large enterprise software acquisition by WPVIP and its parent company Automattic. Nick Gernert, CEO of WPVIP, will lead the combined organizations of WPVIP and Parse.ly. Parse.ly founders Sachin Kamdar and Andrew Montalenti have joined WPVIP, with Kamdar leading the go-to-market strategy for Parse.ly and Montalenti leading product.
“Parse.ly has a remarkable team and product, as well as expertise serving an increasing number of content teams driving business growth. We’re excited to leverage Parse.ly’s analytics technology to make our agile content platform even more powerful for marketers,” said Gernert. “This is great news for our customers, who will have the opportunity to add deeper intelligence across content performance, conversions, and business impact.”
What the acquisition means for customers
In addition to Parse.ly customers now having access to the full suite of WPVIP offerings, current WPVIP customers will gain access to added features that allow users to take action on content analytics, dynamic audience segmentation, and AI-driven content recommendations. With the acquisition, WPVIP will be able to provide more investment, more support staff, and more development resources to Parse.ly customers. More than 800 combined enterprise customers worldwide will have access to this expanded set of capabilities, including Spotify, CNN, The Atlantic, and Slack.
“We’ve always had deep admiration for WPVIP’s market position as the gold standard for enterprise content teams, and we’re thrilled to be able to join together,” said Sachin Kamdar, CEO, Parse.ly. “From the culture and people, to the product, market and vision, we’re in lockstep to create more value for our customers. This powerful combination of content and intelligence will push the industry forward at an accelerated pace.”