Marketing cloud technology provider Unified extended its reach into measurement with its acquisition of social media measurement platform awe.sm, and the former will integrate the latter’s technology into its Social Operating Platform.
- Attribution, action, and conversion tracking across social, mobile, digital, and offline marketing programs in one system of record.
- Patent-pending return-on-investment measurement across paid, owned, and earned media.
- An industry-leading open application-programming interface framework for partners and developers.
Unified Co-Founder and CEO Sheldon Owen said in a release announcing the acquisition:
Integrating awe.sm’s social attribution technology with Unified’s system of record enables us to give marketers unprecedented insights into the value that social sharing brings to their business. Today, Unified became the clear leader among marketing cloud technology players, with full measurement support for social, mobile, digital, and offline marketing channels.
awe.sm CEO Fred McIntyre added:
Combining awe.sm with Unified helps our customers like Beats Music measure and optimize social ROI in exciting new ways that give them a leg up on their competition. The combined companies have a great team, unique capabilities, and deep relationships with blue-chip customers. Together, we’re positioned for great success in a rapidly accelerating market.