Live event marketing and engagement platform DoubleDutch acquired event registration provider EventGrid on Sept. 28. The event tech company will create an integrated solution that will provide an end-to-end event marketing system for event planners and marketers.

The inclusion of EventGrid technology will allow DoubleDutch to offer customers pre-event services including registration, ticketing and event website generation. One of the company’s goals for the capabilities expansion is to enable planners to become more data-driven, leveraging the platform first to target specific audiences for event promotion and then continuing that engagement with real-time event information through the DoubleDutch application. 

COO Bryan Parker, who joined DoubleDutch earlier this year, has been promoted to the position of CEO, while former CEO and Co-Founder Lawrence Coburn will serve as chief strategy officer, focusing on product strategy and launches including the new DoubleDutch + EventGrid platform. 

“This is the first ever industry teaming of a best-in-class, modern event app with a best-in-class, modern event registration system,” said Coburn. 

He added, “Registration functionality has been our most requested feature for many years. The new functionality offers consumer-grade elegance and usability paired with enterprise-ready scale and security, and will be seamlessly integrated with our Mobile Event Platform. We are thrilled to bring it to market!”

Live engagement marketing is the core of the DoubleDutch offerings. The attendee demographic data captured during the registration process, paired with the behavioral data captured through the app onsite will give event marketers the ability to better segment their audiences to provide more personalized attendee experiences.

EventGrid’s attendee registration system is used by companies including Sony and Northwestern Mutual, while the DoubleDutch Live Engagement Platform powers events, conferences and trade shows for 1,700 clients including Akamai, LinkedIn, BlackRock, Bosch, Cisco, Novartis and UBM. The company has been named one of Deloitte’s 500 fastest growing companies in North America.

To learn more about DoubleDutch, go here.

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