Acquia announced it has acquired customer data platform (CDP) startup AgilOne today. The companies did not disclose the purchase price.

CDPs are all the rage among customer experience vendors, as they provide a way to pull data from a variety of channels to build a more complete picture of the customer. The goal here is to deliver meaningful content to the customer based on what you know about them. Having a platform like this to draw upon makes it more likely that you will hit the target more accurately.

Acquia co-founder and CTO Dries Buytaert says he has been watching this space for the last year, and wanted to add this piece to the Acquia tool chest. “Adding a CDP like AgilOne to our existing platform will help our customers unify their data across various tools in their technology stack to drive better, more personal customer experiences,” he said.

In particular, he says he liked AgilOne because it used an intelligence layer while building the customer record. “What sets AgilOne apart from other CDPs are its machine learning capabilities, which intelligently segment customers and predict customer behaviors (such as when a customer is likely to purchase something). This allows for the creation and optimization of next-best action models to optimize offers and messages to customers on a 1:1 basis.”

Like most startup founders, AgilOne CEO Omer Artun sees this as an opportunity to grow his company, probably faster than he could have on his own. “Since AgilOne’s inception, our vision has been to give marketers the direct power to understand who their customers are and engage with them in a genuine way in order to boost profitability and create the omnichannel experiences that customers crave. Through this acquisition, Acquia will enable us to continue to deliver, and build upon, this vision,” he wrote in a blog post announcing the acquisition.

Tony Byrne, founder and principal analyst at the Real Story Group, has been watching the marketing automation space for some time, as well as the burgeoning CDP market. He sees this move as good for Acquia, but wonders how it will fit with other pieces in the Acquia stack. “This in theory allows them to support the unification of customer data across their suite,” Byrne told TechCrunch.

But he cautions that the company could struggle incorporating AgilOne into its platform. “The Marketing Automation platform they purchased targets mostly B2B. AgilOne is dialed in on B2C use cases and a fairly narrow set of vertical segments. It will take a lot of work to make it into a CDP that could adequately serve Acquia’s diverse customer base,” he said.

Acquia was acquired by Vista Equity Partners for $1 billion in September, and it tends to encourage its companies to be more acquisitive than they might have been on their own. “Vista has been supportive of our M&A strategy and believes strongly in AgilOne as a part of Acquia’s vision to redefine the customer experience stack,” Buytaert said.

AgilOne raised over $41 million, according to PitchBook data. Investors included Tenaya Capital, Sequoia Capital and Mayfield Fund. It had a post valuation of just over $115 million and was pegged as likely acquisition target by Pitchbook.

AgilOne customers will be happy to hear that Acquia plans to continue to sell it as a stand-alone product in addition to making it part of the Acquia Open Marketing Cloud.

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