Sitecore has made the first in what it calls a $1.2 billion growth plan of investments and developments by acquired travel personalization tech provider Boxever.
Terms of the deal to buy the Ireland-based company have not been disclosed.
Simultaneously, Sitecore has bought Four51, an e-commerce marketplace provider that works with works with a number of high-profile retail brands.
Boxever was created in 2011 and built a "digital optimization platform" to use a brand's user data and combine it with artificial intelligence techniques to provide customer up-sell and cross-sell opportunities.
It initially worked with airlines (it has the likes of Emirates and Ryanair on its books) but has since branched out into the worlds of banking, gaming and telecommunications.
The two acquisitions follow Sitecore's stated development plan earlier this year to "fund aggressive growth pans and product innovation."
Boxever CEO and co-founder Dave O'Flanaghan says the company was started with a "simple mission - to use data to make customer interactions smarter.
"We knew personalisation could be more than chasing customers around the web with cookies and ads – we knew it could enable great brands to build enduring products that customers engage with.
"Unlike many other solutions in the market, we believed true 1-1 personalisation was based on determining the “next best action” for each customer regardless of the channel. Over the last 9+ years we worked to create a platform that’s the “brain” in a brand’s digital stack – constantly optimising each customer interaction in real-time based on who the customer is, what they’re currently doing and what their intent is."