Digital agencies gain personalisation, A/B testing, first-party data analytics, profiling and marketing automation
Odense, Denmark, 15th August 2024, open-source .NET CMS platform provider, Umbraco, has announced that it has acquired Dutch company, uMarketingSolutions B.V., developer of the popular uMarketingSuite software package. The acquisition will bring powerful analytics, content personalisation, customer insights and marketing automation directly into the Umbraco CMS platform.
uMarketingSuite was initially developed by Perplex Digital as a tool to personalise web content for returning visitors based on pages that they had previously viewed. It quickly became such a popular add-on for developers building Umbraco websites and eCommerce sites that a separate company was established to focus on its development. Over the past seven years, the suite has expanded to include content personalisation, A/B testing, server-side analytics, 360° profiling and marketing automation, and is used by digital agencies all over the world.
A McKinsey & Company study undertaken in 2021 revealed that 76% of consumers reported that they were more likely to purchase from brands that personalise interactions, and 78% are more likely to refer friends and family to brands that apply personalisation. The same study found that personalisation can reduce customer acquisition costs by up to 50%, lift revenues from 5% to 15%, and increase marketing ROI by 10% to 30%. McKinsey also reported that digitally native direct-to-consumer (D2C) brands that own the customer transaction and put first-party data at the heart of their marketing decision-making derived approximately 25% of their revenue from personalisation.
Commenting on the acquisition, Umbraco CEO, Kim Sneum-Madsen, said. “We are delighted to bring uMarketingSuite to an even wider audience and provide digital marketers with intuitive tools that empower them to deliver targeted content that measurably improves customer engagement, satisfaction, and conversion on sites built on the Umbraco CMS platform. This makes Umbraco an even more compelling proposition for end-users and reinforces the work of our worldwide network of digital partners as they continue to meet and exceed clients’ evolving digital requirements.”
uMarketingSuite is now available as an Umbraco-supported add-on that integrates seamlessly with the Umbraco CMS platform, allowing digital marketing teams to incorporate advanced analytics, customer segmentation, and content personalisation that helps them to make campaigns more targeted, measurable and effective.
Umbraco CTO, Filip Bech-Larsen added, “Personalisation is a key area in Umbraco’s long-term product strategy. The acquisition of uMarketingSuite allows Umbraco to offer customers a first-party data alternative to web analytics and profiling that provides transparency of data ownership compared to third-party offerings.”
Integration of Umbraco Commerce with uMarketingSuite allows digital marketers to view order history on the Visitor Profile level and supports the creation of eCommerce sites that recognise returning customers, personalise product information and website content, and interact immediately with abandoned shopping carts to help boost sales.
Leon de Wildt, CEO of uMarketingSuite said, “What began as a project to develop a tool to personalise a client’s web content according to site visitors’ interests, has grown into a comprehensive marketing suite for all Umbraco users. We look forward to working within the larger Umbraco HQ team to continue expanding the suite and to seeing many more organisations benefitting from the insights, actions, and conversions that can be achieved through its application.”
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About Umbraco:
Founded in 2003, Umbraco is the most widely-used open-source content management system built on Microsoft .NET. Umbraco’s user-friendly CMS seamlessly integrates with third-party applications to provide unparalleled flexibility and extensibility, empowering organizations to create bespoke websites and digital solutions tailored to their exact needs. Its intuitive interface simplifies web content management for editors. The combination of open-source, usability, extensibility, and scalability provides organizations of all sizes with a cost-effective, future-proof platform that grows with their business and offers impressive time-to-market for new digital solutions. Umbraco Cloud offers enterprise-level scalability, with regional hosting.
Umbraco’s success lies in the open-source model, a highly-engaged community of more than 250,000 developers and users, and a well-established global partner network of digital agencies.
Headquartered in Odense, Denmark, Umbraco employs 100+ people.
For more information, visit www.umbraco.com and read the blog regarding the acquisition at: https://umbraco.com/blog/umbraco-acquires-umarketingsuite/
