Contentstack unveils first-ever native audience analytics in CMS for real-time digital experience optimization

The launch of EDGE, just five months after Contentstack’s acquisition of Lytics, marks a major milestone, significantly outpacing typical integration timelines and reinforcing the company’s position as a disruptor in digital experience innovation

Contentstack, a leader in headless content management and digital experience innovation, has unveiled Contentstack Data and Insights—a new suite of native tools designed to deliver real-time audience analytics and activate data across omnichannel campaigns. These features are now integrated directly into Contentstack EDGE, the company’s adaptive digital experience platform (DXP), enabling brands to seamlessly connect content with data to deliver personalized, one-to-one customer experiences at scale.

The announcement was made during ContentCon, the company’s fourth-annual customer conference, which featured industry voices from global brands like Crocs, Mattel, PetMeds, and Volvo Cars. The event concluded with a keynote from Olympic gold medalist and two-time FIFA Women’s World Cup champion Brandi Chastain, co-founder of Bay Football Club.

The launch of EDGE marks a major milestone for Contentstack, arriving just five months after its strategic acquisition of Lytics. This rollout notably outpaces typical post-acquisition integration timelines, which industry analysts estimate can take anywhere from 18 to 36 months—particularly for complex platform consolidations. With this rapid execution, Contentstack reinforces its position as a category disruptor and continues to push the boundaries of modern digital experience delivery.

“The future of digital is here, which is why we moved so quickly to deliver on our promise to arm customers with the combined power of content and data,” said Neha Sampat, founder and CEO of Contentstack. “If content is king, context is queen. And with our adaptive DXP, brands can adapt to their customers in real-time, in every interaction and every channel. No other platform can enable personalization at scale like this.”

In 2024, Contentstack released a groundbreaking personalization engine that combined brand-aware generative AI content creation, automation, and visual building technology. Recognizing that true hyper-personalization requires both content and real-time data, this lightning-fast integration finally addresses long-standing personalization challenges with a practical, scalable solution.

As of today, Contentstack EDGE, the only adaptive digital experience platform, now includes:

Contentstack Data & Insights: A set of real-time intelligence capabilities connecting content and customer behavior, including:

·       Audience Insights App: Understand what content drives engagement and business outcomes, support targeted campaigns and ground personalization in data-driven insights. With visual maps, audience building, and opportunity insights, brands can learn what their audiences care most about in real time. Available at no additional cost to Contentstack customers today.

·       Real-Time Data Activation: Deliver personalized experiences instantly with seamless access to over 200 data connectors and native integration with existing data warehouses, activated in real time as customers interact.

Campaign orchestration:

·       Flows: The ability to activate omnichannel personalization at scale through adaptive customer journeys that guide individuals seamlessly across web, mobile, email, ads, SMS, and other channels, maximizing engagement and conversions.

“Personalization is a priority, but brands struggle to deliver. The reality is too abstract, complicated, disconnected or they’re locked into legacy tech that makes agility impossible,” said Conor Egan, SVP of Product at Contentstack. “By unifying content, data and journey orchestration into one combined platform, brands can power true personalization at scale with clarity and confidence. We’re not just committed to our vision of the future, we’re offering customers the tools that make personalization possible today.”

Contentstack also published Digital 2030: Predictions From 18 Digital Experience Experts, a report on what the future of digital will look like in 2030. The report features insights from industry experts from brands such as Icelandair, Mattel, McKesson, SparkToro and the U.S. Olympic & Paralympic Committee.