by Michael J. Shapiro | October 02, 2017
The event-app developer DoubleDutch has acquired the registration provider Eventgrid, expanding the capabilities of DoubleDutch and its Live Engagement Marketing platform. Eventgrid offers event registration and promotion functionality, and is used by customers such as Sony and Northwestern Mutual.
 
While DoubleDutch has long been publicizing its solution in terms of "live engagement marketing," the acquisition gets DoubleDutch closer to being a more complete solution, as it now provides registration, e-mail campaigns, attendee communication, data collection and ROI-reporting capabilities.
 
To focus on integrating the new functionality, DoubleDutch CEO and co-founder Lawrence Coburn is stepping down as CEO to become chief strategy officer. His new role will center around product strategy and bringing the DoubleDutch + Eventgrid platform to market.
 
Current DoubleDutch COO Bryan Parker, who joined the company earlier this year, is taking the reins as CEO of the company. Parker previously headed the internal-growth and real-estate operations at the kidney-care company DaVita, and was COO and senior vice president of corporate development at Affinity Media prior to that. 
 
"Bryan brings a remarkable skill set as a world-class operator and business grower to DoubleDutch, and was instrumental in executing the acquisition of Eventgrid," said Coburn. 
 
A press release praises Parker's history of driving operational excellence and revenue generation, the latter of which was likely of particular concern to investors. Early this year, DoubleDutch slashed 40 percent of its workforce [http://www.meetings-conventions.com/News/Meetings-Technology/Cvent-DoubleDutch-layoffs/], and that was following a 25 percent reduction made the previous summer. The restructuring and repositioning of the company, as Coburn alluded to at the time, appears to be put into action with the Eventgrid acquisition and expansion of its capabilities.
 
"Acquiring Eventgrid propels DoubleDutch into a new class of event technology," said Parker, referring to the expanding functionality of the platform. "The Eventgrid team is a natural complement to DoubleDutch, sharing a deep commitment to accessible and elegant design. I look forward to delivering a system that combines the ease of consumer-grade software with the scalability, security and stability of the enterprise [product] to event professionals." 
  
The move is clearly part of the investor-led trend toward consolidation in the event-tech marketplace, and could benefit both companies. "We've integrated with each of the primary mobile event-application providers and have long believed that DoubleDutch is the strongest product in the market," noted Niraj Shah, founder of Eventgrid. "We are excited to team up with a market leader, and expect the modernity and elegance of the combined systems to resonate strongly with the market."