Popular social relationship platform HootSuite has expanded its core offering with the acquisition of analytics solution uberVU. In particular, uberVU’s next generation social analytics will complement the HootSuite platform, allowing it to better help organizations understand the value of their social relationships and drive more meaning from social media conversations.
“uberVU represents the next generation of analytics solutions, and brings with it a world class product team,” said Ryan Holmes, CEO of HootSuite, in a statement. “This acquisition brings together uberVU’s best-in-class analytics with HootSuite’s social engagement solution, getting us one step closer to our vision of a simple, scalable, and secure platform for a rapidly evolving social media landscape.”
Currently, uberVU boasts more than 200 enterprise customers, including big names like 3M (News - Alert), NBC, Heinz, Fujitsu, SC Johnson and Indiegogo, to name a few. It seems those customers will now become HootSuite users as uberVU will be used to directly enhanced HootSuite’s analytics roadmap for HootSuite Enterprise customers.
It seems enterprise customers have been the major focus for HootSuite lately as the company announced integration with Attensity, a provider of multi-channel contact center solutions for enterprise customer care groups, back in June. However, while this integration allowed HootSuite to better help brands interact with and increase their audience, its acquisition of uberVU promises to facilitate a better understanding of a brand’s audience through analytics.
As for HootSuite itself, the addition of advanced analytics to its platform may be the perfect way to upsell current free customers into premium plans. Indeed, this would be the perfect move for the company, which now boasts more than eight million users across the globe and has experienced significant growth over the last year or so.
The financial terms of the acquisition have not been disclosed, but it seems the entire uberVU team is to be integrated within HootSuite.
Edited by Cassandra Tucker
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