Acquia, the provider of a digital experience platform, has acquired Mautic, a specialist in marketing automation that helps clients manage their campaigns in email and other channels. Terms were not disclosed.
The purchase will allow Acquia to offer open-source content management with open-source marketing automation, the company says, adding that clients can use the technology to measure the customer life cycle across all channels at scale.
The combining of the open-source tools will help brands provide one-to-one experiences in email, web, SMS, social media and other digital channels, Acquia claims.
“The future of marketing is open,” states Acquia CEO Michael Sullivan. “Only open architectures can easily fuse disparate data and marketing technologies, creating new avenues of advancement for machine learning to automate digital experiences at scale.”
Mautic founder DB Hurley adds: “Open source is poised to transform marketing in the same way it has every other function in the enterprise.”
Hurley adds that “advancements in AI, voice, and connected devices” are raising consumer expectations, and claims that what Drupal did for the web, Elastic did for search and MongoDB did for databases, Mautic is now doing for marketing automation.
Mautic claims users in 188 countries.