WordPress VIP, a WordPress hosting provider for enterprise business and one of Automattic Inc.’s services, today announced the acquisition of Parse.ly, a an analytics and optimization solution designed for content management and e-commerce platforms.

WPVIP hopes to put Parse.ly’s expertise in analytics to use for its customers to offer better insights to understand the impact of digital experiences. The acquisition of Parse.ly will add to WPVIP’s content and analytics solutions and its personalized client recommendations engine.

Global brands that use WPVIP for their content management include Salesforce.com Inc., the National Basketball Association, Condé Nast, Facebook Inc. and Microsoft Corp.

This deal represents the first large enterprise software acquisition by WPVIP and its parent company Automattic. Nick Gernert, chief executive of WPVIP, will lead the combined organizations of WPVIP and Parse.ly.

“Parse.ly has a remarkable team and product, as well as expertise serving an increasing number of content teams driving business growth,” said Gernert. “This is great news for our customers, who will have the opportunity to add deeper intelligence across content performance, conversions and business impact.”

Current WPVIP customers will gain access to Parse.ly’s powerful analytics capabilities that will allow users to take action on content analysis, dynamic audience segmentation and artificial intelligence-driven content recommendations.

Parse.ly uses predictive analytics to understand what works by looking at where visitors and buyers come from, what they do on the site and how better to engage them. All this information is available for real-time and historical analysis. A backend breaks all of this down in reports across social, search and other platforms such as Facebook, Reddit, Twitter, Google, Bing and so on. That allows clients to double down on what’s working and get away from what’s not, according to Parse.ly.

Through this acquisition, WPVIP will be able to provide more investment, support staff and development resources to Parse.ly customers. Already more than 800 combined enterprise customers worldwide have access to this expanded set of capabilities, including Spotify Inc., Cable News Network, The Atlantic and Slack Technologies Inc.

All of Parse.ly’s approximately 50 employees will join WPVIP’s team of 150 people. Automattic employs about 1,330 employees. Both companies plan to continue to remain fully distributed after the acquisition.

The deal closes today, but details of the financial terms have not been disclosed.

Image: WPVIP