Optimizely, a leading digital experience platform (DXP) provider, has announced its definitive agreement to acquire NetSpring, a warehouse native analytics platform.

This acquisition, expected to be completed in the fourth quarter of 2024, will make Optimizely the first DXP to offer 'warehouse native' analytics, the company said. This feature will allow customers to link experimentation and other digital experience activities to business metrics and outcomes in their data warehouses. Financial terms were not disclosed.

NetSpring, founded in 2019 by the same team as Business Intelligence (BI) leader ThoughtSpot, is considered one of the most advanced platforms in the rapidly growing warehouse native analytics space. The technology provided by NetSpring allows for these processes to occur without extracting data from cloud data warehouses such as Snowflake, Databricks, Google BigQuery, or Amazon Redshift.

Optimizely's Stats Engine and advanced analysis can be applied to data inside a customer's data warehouse, providing analytics and visualisation capabilities. This acquisition will enhance Optimizely's product, Optimizely One, the first operating system for marketers, which has previously worked with global brands like H&M, Salesforce, Zoom, and Toyota.

Alex Atzberger, CEO of Optimizely, said, “Optimizely has always acquired best-in-class companies to bring simplicity to its martech stack and serve its mission to make the lives of marketers better. NetSpring is no different. It is the best technical solution to address something all marketers want—to be able to tie marketing and experimentation activities to business outcomes.”

Vijay Ganesan, CEO and co-founder at NetSpring, expressed his excitement about scaling their leading-edge analytics capabilities to the largest brands in the world that run on Optimizely.

“Experimentation teams today want to be able to connect Optimizely’s leading testing engine to downstream data that increasingly resides in their central data warehouses.”

Ganesan further explained the capabilities of NetSpring, “NetSpring sits directly on your data warehouse, looks across all data sets, and supports both traditional Business Intelligence (BI) analytics and modern event-centric customer journey analytics. Beyond Experimentation, NetSpring aims to empower marketing and product teams to optimise digital experiences across the entire customer journey."

The acquisition is subject to customary closing conditions. NetSpring, headquartered in Redwood City, California, offers next-generation, warehouse-native Product & Customer Journey Analytics with the analytical power of Business Intelligence (BI).