Netherlands-based CM.com, a cloud software for conversational commerce, has acquired TraceDock, a privacy-friendly first-party data collection service. The financial details of this acquisition have not been disclosed.
According to CM.com, this acquisition will contribute towards enriching its Mobile Marketing Cloud that allows companies to achieve personalised communication with their customers. “By adding first-party website data from TraceDock to customer profiles within the Mobile Marketing Cloud, CM.com can provide additional insights to its customers, which allows CM.com users to have more personalised communication with their customers,” says the press release.
CM.com can also help in providing additional insights to its customers. This acquisition comes after CM.com acquired Amsterdam-based PayPlaza, a point of sale (POS) payment acceptance platform, in March 2021. According to CM.com, the transaction comprised of a consideration of €10M (excluding a capped earn-out).
Why Did It Acquire TraceDock?
Data is extremely essential for a provider of a Conversational Commerce software platform such as CM.com. The platform further links data from communications and payments to create new customer insights.
With this acquisition, CM.com wants its customers to further optimise their contact with unknown website visitors. With the strategic acquisition of TraceDock, CM.com now adds first-party website data to this chain, so CM.com customers can optimise their contact with unknown website visitors.
This data can then be linked to existing analytics platforms such as Google Analytics and Facebook Conversions API. This acquisition of TraceDock will further enable CM.com to strengthen its Mobile Marketing Cloud and allow online marketers to make an improvement in its entire customer journey.
Jeroen van Glabbeek, CEO of CM.com says, “This acquisition helps us further shape our vision on Conversational Commerce and enable our customers to gain more insights from first-party data. We are going to integrate TraceDock with our Mobile Marketing Cloud. This will allow TraceDock to grow even further internationally than it already does independently.”
What Does TraceDock Offer?
Founded in 2019, Utrecht-based TraceDock is a software solution that allows companies to collect first-party data from website visitors, even without cookies if necessary. The company claims that it has active users in the Netherlands, Denmark and Germany.
TraceDock boasts of clients like Merkle, Dept, ISM eCompany, Fingerspitz, IMPACT Extend and Maxlead. TraceDock is used by More than 500 websites and customers like HEMA, VanMoof, Simpel, NS, the Dutch Chamber of Commerce, Corendon, en Independer use TraceDock for accurate reports of website traffic.
Boris Schellekens, CEO of TraceDock says, “We immediately saw a logical match in CM.com. The company focuses on smart, technological solutions and has a realistic and down-to-earth view of technology. Our solutions complement each other well and enable companies to make the most of the available data. Above all, our mindset is the same: a focus on privacy, which puts the interests of the customer and the user first.”
TraceDock founders (Boris Schellekens and Jaap Breeuwer) will continue to be a part of the company for at least two years and will work in that capacity at CM.com.