Simply Measured Acquires Inside Social To Boost Case For Social ROI
The combination of Inside Social's deeper-in-the-funnel attribution with Simply Measured's social data will better show how brands' earned social media drives consumer behavior, company says.
Social analytics firm Simply Measured announced today that it has acquired Inside Social, another Seattle-based marketing analytics company, to improve its ability to link ROI with brands’ social media activity.
Showing ROI, of course, is the yellow brick road of social analytics, and Simply Measured believes the acquisition puts the company a step closer to reaching Oz.
Inside Social’s technology is especially effective at attributing consumer behavior deep in the marketing funnel, Inside Social co-founder and CEO Brewster Stanislaw said. It tracks social data as well as SMS texting, chat, email and other “dark social” sources and by integrating its technology with Simply Measured’s top-of-the-funnel social engagement information, it will be able to show a fuller picture of how brands’ social activity influences consumers.
“We’re able to track that earned social sharing that today is typically very much forgotten,” said Stanislaw, who has joined Simply Measured as a product manager for a not yet released content marketing analytics product.
Simply Measured co-founder Aviel Ginzburg said the Inside Social team and technology is a perfect fit for Simply Measured. “We have it on a bunch of t-shirts here: ‘Data or it didn’t happen,'” Ginzburg said. “And as campaigns have gotten more and more cross-channel, as things have become a lot more about driving toward actual business impact and conversion rather than how many likes did I get, how many engagements did I get, the acquisition of Inside Social made a ton of sense.
“We need to have that answer for ‘Data or it didn’t happen’ all the way through all of your integrated campaigns and your content analytics.”
This is the first acquisition for Simply Measured, which is a major player in the enterprise social analytics field. The privately-held company says it is used daily by more than 100,000 marketers and claims half of the Interbrand 100 as customers. Simply Measured accounts start at $500 a month.
Simply Measured said it will start to work immediately on integrating the Inside Social product — which had about 20 clients, mostly major brands in the fashion, food, tech and beauty verticals, Stanislaw said, while declining to identify any — into the Simply Measured dashboard. Simply Measured is taking requests for customers who want to be among the first to test the expanded product capabilities.