Hootsuite acquires Snapchat analytics firm Naritiv

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Along with last month’s pickups of adtech firm AdEspresso and social analytics provider LiftMetrix, this purchase helps Hootsuite appeal to large enterprises.

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Social media management platform Hootsuite is continuing to beef up its ad and analytics chops, with today’s announcement that it has acquired Snapchat analytics and content creation firm Naritiv.

Deal terms were not made public. This newest purchase follows Hootsuite’s acquisitions last month of ad tech firm AdEspresso and social analytics vendor LiftMetrix.

Hootsuite Senior Director of Business and Corporate Development Richard Hungerford told me that the acquisitions were part of his company’s effort to court larger enterprise clients, which “require more sophisticated analytics” around paid and organic marketing.

Previously, he noted, Hootsuite had no Snapchat capability, and now it will have the ability to track individual videos or campaigns launched on that social network. The AdEspresso acquisition added onboard Facebook/Instagram ad management, and LiftMetrix boosted the ability for marketers to measure return on investment.

Hootsuite, which says it has over 15 million users, will open a satellite office in Los Angeles, and the Naritiv team will relocate there.


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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