In the UK Alterian, a provider of analytics and marketing software, has acquired Techrigy, a social media monitoring and analytics software firm. Terms were not disclosed.

Founded in 2005, Techrigy’s SM2 social media monitoring and analysis tool provides visibility into social media for anyone managing brands and reputations online, and combines a data warehouse of online conversation search, analysis and reporting tools.

Alterian says the acquisition will enable it to shift from mass marketing to marketing based on engagement and conversation with the individual.

‘By combining our platform with Techrigy’s SM2 technology, marketers now have a complete, easy and practical solution to understand the complete view of their customers,’ said Alterian CEO David Eldridge. ‘The addition of Techrigy further strengthens our ability to give marketers an holistic view of social media which can be applied to their entire marketing mix.’

Techrigy Founder and President Aaron Newman said his firm is delighted to be joining the Alterian team.

This time last year, Alterian acquired web content management firm Mediasurface for £18.1m, to enhance its services for the measurement of online customer behaviour.

Web site: www.alterian.com and www.techrigy.com .

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