Contentsquare Buys Heap – Expands Its Analytics Playbook
By Jim Lundy
Contentsquare Buys Heap—Expands Its Analytics Playbook
Heap is based in the Bay Area and it has similar but different experience capabilities as compared to Contentsquare. This blog analyzes the deal and the product analytics it is getting.
Buying Heap—All About Product
At first glance, Heap and Contentsquare look similar. A closer look indicates that Heap goes further into product analytics versus just straight experience analytics. This is a subtle difference but when it comes to digital experience.
While we think Heap is certainly doing more in the Product Analytics area, they sure could have been louder about it. We say that because as mentioned above, Heap’s story looks similar to Contentsquare until you peek under the hood.
The Collision Between Product and Experience Analytics
Often, the marketing team is measuring different behaviors than the product team. That is the simplest way to look at Experience vs. Product. Heap brings much more to Contentsquare with Product analytics and that positions Contentsqure well for the future.
Reconciling Its Growing Portfolio
Contentsquare has made a number of acquisitions over the last two years and now it must start to rationalize those products, some of which helped Contentsquare gain customers in different geographies. That was then and this is now, so customers will start asking. The good news is Contentsquare does have a roadmap for that.
Contentsquare and Heap will be stronger together. There is more to unpack in this deal and Aragon Research will be discussing the broader Experience Analytics market later this year with our first-ever Experience Analytics Globe report.
Join Aragon’s expert analysts, Jim Lundy and Adam Pease, will provide insights into key considerations for enterprises in the realm of AI. Topics to be covered include:
- Why effective AI management is crucial for enterprises.
- The essential policies that need to be put in place for AI.
- Strategies for enterprises to harness AI’s power while safeguarding the enterprise’s integrity.