Episerver, a provider of cloud-based e-commerce, digital content management and marketing applications, is adding a boost of online personalization technology to its mix with the acquisition of United-Kingdom-based Peerius. Episerver did not say what it agreed to pay for the company.

Peerius provides technology that personalizes web content to online buyers based on their personal buying preferences and other data, such as the industry they operate in and whether they’re at a point where they need to upgrade and replace a product purchased in the past. Its technology is also designed to personalize marketing campaigns to help companies reach out to customers and prospects with offers tailored to buyers’ individual needs.

“Companies are looking for more complete digital experience architectures that blend traditional web content management systems with marketing, targeting, analytic, commerce, and audience data capabilities,” says Ted Schadler, vice president and principal analyst at Forrester Research Inc.

He adds that Adobe Systems Inc. “has done the most complete job of this today, but vendors like Sitecore and Episerver are extending their platforms as well. Episerver and others are tapping into the desire that B2B companies have to emulate B2C retailers and deliver digital experiences across every channel and touchpoint.”

“Episerver customers can now automate the delivery of tailored unique experiences, such as presenting different consumers personalized landing pages, photos and other relevant content based on their interests, behavior and intent,” says James Norwood, chief marketing officer at Episerver. 

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