Analytics and Personalization Buy for Aprimo

In Chicago, Digital Asset Management (DAM) and content operations platform Aprimo has announced the acquisition of Personify XP, which focuses on content personalization and real-time analytics.

Aprimo, which began life as the marketing management arm of Teradata, says the buy will allow its clients to use visitor insights and brand-approved assets directly from the DAM to create personalized digital experiences. It suggests that 'current tech stacks do not effectively connect asset metadata, rules and content relationships into a personalization strategy that drives conversions'.

Specifically, Personify's skills and software will enhance Aprimo's content personalization through the real-time creation and delivery of images and variants based on AI, behavioral data and modular assets in the DAM system; will help users formulate and optimize brand content development strategy based on performance insights; and will facilitate personalized content discovery in DAM.

Aprimo CEO Erik Huddleston comments: 'Our leadership in DAM has always been based on a spirit of innovation. We are now redefining the relationship between content operations, AI, and omnichannel personalization. With Personify XP, we're creating a differentiated content operations and personalization company'. Personify Chief Exec Ben Mercer (pictured) adds: 'Our immediate focus is combining Aprimo's market-leading content operations platform with Personify's content decisioning technology to create personalized experiences in real time. We're excited to join forces to help content operations drive customer engagement and conversion'.

Web sites: www.aprimo.com and www.personifyxp.com .