Optimizely, a leader in digital experience platforms (DXP) and the world's largest experimentation platform, has announced its acquisition of NetSpring, a prominent warehouse native analytics platform. This strategic move positions Optimizely as the first DXP to offer warehouse native analytics, bridging the gap between experimentation and business metrics.

Key Highlights of the Acquisition

1. Innovative Analytics Integration

   • Optimizely will enable customers to connect experimentation efforts with key business metrics.
   • The acquisition allows experimentation teams to utilize Optimizely's advanced Stats Engine and analytical capabilities directly on customer data housed in their warehouses.

2. Seamless Data Utilization

   • Data extraction from cloud data warehouses (like Snowflake, Databricks, Google BigQuery, or Amazon Redshift) is no longer necessary, enhancing speed and reducing costs.
   • The technology prioritizes data privacy, ensuring customer data remains secure.

3. Strengthening Market Leadership

   • This acquisition continues Optimizely's pattern of strategic acquisitions, further solidifying its leadership in the experimentation sector.
   • The addition of NetSpring will enhance Optimizely One, its innovative operating system for marketers.

4. NetSpring's Background and Expertise

   • Founded in 2019 by the same team behind BI leader ThoughtSpot, NetSpring specializes in advanced warehouse native analytics.
   • The platform is designed for large enterprise deployments and aims to complement Optimizely’s experimentation offerings.

5. Vision for the Future

   • Alex Atzberger, CEO of Optimizely, emphasizes the importance of linking marketing activities to business outcomes.
   • Vijay Ganesan, CEO and co-founder of NetSpring, highlights the platform's capability to support both traditional BI and modern customer journey analytics.

The acquisition of NetSpring by Optimizely marks a significant advancement in the digital experience landscape, enabling businesses to better connect their experimentation efforts with tangible business outcomes. As Optimizely continues to innovate and expand its capabilities, it reinforces its commitment to simplifying the martech stack and enhancing the marketer's experience.