Optimizely, Formerly Episerver, Acquires Zaius

In yet another sign of consolidation in the digital marketing vendor space, Optimizely has acquired customer data platform Zaius, the firm announced on Monday. Terms were not disclosed. 

The firm once known as Episerver acquired Optimizely in 2020, and in January of this year rebranded itself under the name Optimizely.

The corporate name shifts are less important than the combined service offerings, 

Together, the firms hope to provide insights on customer journeys via pre-built connectors. 

Optimizely’s mission is to “bring data across assets, behaviors and customers into a single view,” states Alex Atzberger, CEO of Optimizely. Also important is the ability to “add the context of the customer to digital decisions that maximize ROI,” Alex Atzberger adds.

Email marketers could tap into the Zaius segmentation engine and Optimizely’s behavioral data to drive behavior-based email and messaging in multiple channels, while conducting A/B testing.  



Zaius brings 50 pre-built connector apps, including Shopify, Snowflake and Zendesk, to Optimizely’s Digital Experience Platform. It also provides 125 pre-configured orchestration recipes, it says. 

Understanding the customer’s context is “the unfair advantage to creating the most relevant experiences for customers,” states Spencer Pingry, co-founder and co-CEO of Zaius. “Analytics, segmentation, predictions and personalization fueled by this context lead to experiences that drive customer loyalty.


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