Social media management platform provider Hootsuite has announced the acquisition of analytics company LiftMetrix to further fortify its portfolio and provide insight to businesses into their societal campaigns.
Both companies have been partners for several decades, together with LiftMetrix being one of the chief players in Hootsuite’s open partner ecosystem — and with return on investment (ROI) almost a necessity in today’s marketing landscape, the deal makes sense in terms of getting as much data as possible to customers. Hootsuite mentioned a study from the CMO research, which found just one in five marketers have the ability to prove social’s impact quantitatively .
“It’s critical for entrepreneurs today to prove the impact of social advertising on the company’s bottom line. LiftMetrix offers a complex, yet user friendly analytics solution which helps our clients make sense of information to maximise societal advertising results,” explained Ryan Holmes, Hootsuite CEO in a statement. “LiftMetrix will be a fantastic match to the Hootsuite platform.”
“By joining Hootsuite, we will be able to provide increased value to our existing enterprise clients across their paid, earned and owned social initiatives,” additional Nik Pai, LiftMetrix CEO and co-founder. “It is exciting to be a part of a business with Hootsuite’s velocity and trajectory.”
Hootsuite has been busy when it comes to beefing up its own capabilities. This novel covered the firm’s move in July to integrate Google Drive , with Dropbox, and content repositories, and talking to MarketingTech Omar Kaywan, in August international product marketing director, explained the value of different forms of ROI.
“It depends what you’re doing; sometimes social ROI could be the fact you’ve got a price savings on your client service efforts, or from a marketing perspective it’s occasionally focused on delivering leads,” Kaywan said. “There is no specific statistic to focus on, but from a basic standpoint, tweets, likes, retweets, shares are all important to capture.”
Picture charge: Hootsuite
