Engagement Labs announced recently the acquisition of conversation market research firm Keller Fay Group. This continues Engagement Labs’ strategic expansion into the U.S. and U.K. markets.
Engagement Labs will mix Keller Fay’s offline word of mouth measurement with its proprietary social media analytics and technology platforms.
Bryan Segal, Engagement Labs’ CEO, commented on the acquisition in a press release:
We will offer an integrated point of view and one-stop-shop for clients seeking to understand how a brand’s customers and prospects are engaging with the brand and with each other. This unique powerful integration allows for a much needed perspective on the power of conversations regardless of where they occur and how they affect brand and purchase behaviour.
Keller Fay’s proprietary industry leading research and data quantitatively measures offline social conversations and the impact they have on purchasing decisions. Combined with Engagement Labs’ proprietary eValueTM scoring tool, that measures digital social media marketing performance, marketers will for the first time, be able to assess the online and offline impact of their marketing investment in a single integrated fashion.
Keller Fay was founded in 2006 by industry leaders Ed Keller and Brad Fay and counts AT&T, Toyota, CBS, ESPN, Omnicom and Universal McCann as clients.
Keller is excited to join Engagement Labs:
We are excited to be joining forces with Engagement Labs as we believe the combination of our respective proprietary online and offline social media measurement capabilities is a game changer, satisfying a growing need and filling a void in the global marketplace. Our combined ability to measure different channels, as well as our ability to provide actionable insights from such data and research is of significant value to marketing professionals. We will empower businesses to derive the maximum efficiency and effectiveness from their marketing investment through social amplification, both online and offline.