Socialbakers, which hosts a treasure trove of Facebook data, plans to expand its analytics power. The company announced Monday that it has acquired SocialBrando, an advertising firm based in Croatia. Socialbakers must’ve made SocialBrando — the company’s 10th international office — an offer it couldn’t refuse.
Following its second investment round, led by Index Ventures, Socialbakers’ acquisition of SocialBrando will help the company expand its analytics platform. SocialBrando’s team will become part of Socialbakers, and will aid in profile comparisons and industry benchmarking, with metrics that will help marketers understand their target audiences better, as well as ways they can improve their social media campaigns.
Socialbakers CEO Jan Rezab commented on the acquisition in a press release:
Measuring the true impact of social media advertising is still in early stages. Socialbakers, with its robust platform and its state-of-the-art social media insights, will offer a unique product, which will not only measure the impact of social media ads, but also help find the right audience demographic. Marketers will, for example, be able to see which target audience is being reached by their competition. With our new tool, brands will be able to get a much more detailed understanding of the audience they’re paying to reach in terms of what they like and want. This means that the audience will interact with the brand on a greater scale and will be more likely to buy the product.
Socialbakers notes that the SocialBrando team will help improve its advertising insights and analytics products.