WordPress father or mother firm Automattic acquires Parse.ly – TechCrunch

WordPress parent company Automattic acquires Parse.ly – TechCrunch

Automattic, the for-profit firm tied to open supply internet publishing platform WordPress, is asserting that it has acquired analytics supplier Parse.ly.

Particularly, Parse.ly is now a part of WPVIP, the group inside Automattic that gives enterprise internet hosting and help to publishers together with TechCrunch. (We use Parse.ly, too.)

WPVIP CEO Nick Gernert described this because the group’s first giant enterprise software program acquisition, reflecting a method that has expanded past information and media organizations — companies like Salesforce (whose enterprise arm invested $300 million in Automattic again in 2019), the NBA, Condé Nast, Fb and Microsoft now use WPVIP for his or her content material and advertising and marketing wants.

Each firms, Gernert stated, come from comparable backgrounds, with “roots” in digital publishing and a “heavy give attention to understanding the influence of content material.”

“We’ve actually to shift extra in the direction of content material advertising and marketing and beginning to assume extra deeply past simply what conventional web page analytics present,” he continued. Which means doing greater than measuring pageviews and time on website and “actually beginning to look extra deeply at issues like dialog, attribution, areas … that from a marketer’s perspective are impactful.”

WordPress and Parse.ly already work effectively collectively, however the plan is to make WPVIP options out there to Parse.ly clients whereas additionally making extra Parse.ly information out there to WPVIP publishers. And Gernert stated there additionally alternatives so as to add extra commerce-related information to Parse.ly, since Automattic additionally owns WooCommerce.

The objective, he stated, is to “make Parse.ly higher for WordPress and greatest for WPVIP.”

On the similar time, he added, “There’s no plans right here to make Parse.ly the one analytics resolution that runs on our platform. We wish to protect the pliability and interoperability [of WordPress], and we wish to ensure from a Parse.ly perspective that it nonetheless exists as a standalone product. That’s key to its future and we’ll proceed to spend money on it.”

Parse.ly was based in 2009 and has raised $12.9 million in funding from buyers together with Grotech Ventures and Blumberg Capital, according to Crunchbase. Parse.ly founders Sachin Kamdar and Andrew Montalenti are becoming a member of WPVIP, with Kamdar main go-to-market technique for Parse.ly and Montalenti main product.

“We’ve at all times had deep admiration for WPVIP’s market place because the gold normal for enterprise content material groups, and we’re thrilled to have the ability to be part of collectively,” Kamdar stated in an announcement. “From the tradition and folks, to the product, market and imaginative and prescient, we’re in lockstep to create extra worth for our clients. This highly effective mixture of content material and intelligence will push the business ahead at an accelerated tempo.”

The monetary phrases of the acquisition weren’t disclosed.

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