Aprimo Acquires Personify XP

Chicago–May 29, 2024, Today we announced that Aprimo has acquired Personify XP, a leader in content personalization and real-time analytics. This acquisition marks a significant milestone, enabling brands to step into a differentiated world of content operations and omnichannel personalization. 

Why It Matters

Successful content operations hinge on customer engagement and conversions. In a digital landscape crowded with competing messages, personalized content delivery is crucial. Through numerous discussions with content experts, we’ve identified a common challenge: the difficulty of scaling personalization across multiple channels. This is  due to three key factors: 

1. Lack of a modular content strategy. 
2. Manual processes for customizing content for channels and segments. 
3. Struggle to connect asset metadata, rules, and content relationships with user data. 

While some of these issues have been addressed—such as Aprimo’s robust modular content strategy and the automation capabilities of Aprimo AI—there remains a critical need to link audience intent with real-time rich media generation technologies. This connection is essential for implementing real-time asset decisioning, a cornerstone of effective omnichannel personalization.

Real-Time Asset Decisioning Made Possible

With the coming together of Aprimo, the leader in Forrester’s Digital Asset Management Wave Report, and Personify XP, a Gartner Cool Vendor in Personalization, brands can now harness advanced rich media decisioning technology.

Here’s what you can expect from this powerful combination:

• Personalize content for any channel: Personify XP uses behavioral data to create real-time profiles of anonymous and known visitors, adding them to dynamic segments. This data, combined with Aprimo DAM’s modular content and AI content creation capabilities, enables the composition of the most effective rich media assets for each visitor.

• Create content strategy based on insights: Imagine a world where the content team gets in-depth insights into behavioral engagement and content performance, down to the level of each channel, campaign, and individual or anonymous visitor. Now content strategists will be able to formulate and optimize brand content development strategy based on granular performance insights.

• Enhance Content Discovery within DAM: Content engagement insights will enhance asset recommendations within our DAM solution, improving content discoverability, promoting asset reuse, and boosting the efficiency of content operations.

Proven Success with Personify XP

Brands leveraging Personify have reported impressive results: 

Customers experiencing these results used Personify XP to: 

• Increase website conversions by better segmenting visitors upon arrival to deliver relevant experiences  
• Improve paid ad performance using behavioral data and missions on any ad tech platform 
• Optimization of emails and text-based content on category pages, dropdown menus, frequently asked questions, and more. 

We look forward to replicating this success with the joint Aprimo and Personify solution. As members of the MACH Alliance, we are also committed to an open and modular platform that connects into any ecosystem and technology stack. Stay tuned for more updates on our joint solutions as we integrate our teams and technologies. 

Read the Press Release