Big data-driven content marketing and live publishing platform ScribbleLive has acquired influence marketing specialist Appinions, for an undisclosed sum.
Appinions was co-founded in 2007 by serial entrepreneur Larry Levy and Dr. Claire Cardie of Cornell University (pictured), and provides a content marketing analytics platform using statistical machine learning and natural language processing to give a holistic view of attention, influencers, opinions, publications and sentiment around any topic. The firm has been awarded two patents for its opinion analysis and influencer score generation methods.
ScribbleLive, established a year later, has offices in Toronto, New York and London and offers an SaaS solution combining predictive analytics with content workflow software. Putting the two firms' software together will give ScribbleLive what it calls 'the first, end-to-end SaaS content marketing platform for the modern, data-driven marketer'; while in commercial terms the buy will bring it new, global customers and help it expand operations among content marketers and publishers. The two companies' Manhattan-based employees will merge into one team.
ScribbleLive says clients can now answer questions such as 'What should we write about to move the needle?'; 'Who should we listen to or partner with?'; 'Where should we publish?'; and 'What keywords do we use to make content discoverable?'. CEO Vince Mifsud comments: 'Acquiring Appinions' deep data science patent protected technology allows our customers to optimize every stage of the content marketing lifecycle. Marketers can optimize their campaigns by quickly finding, tracking and connecting with opinion leaders who are most likely to influence a trend, idea, product or brand.'
Levy says the deal 'creates a unique platform that will disrupt a critical sector of the growing 45 billion dollar content marketing industry', and adds: 'As the buyer's journey continues to evolve online, content marketers are assuming responsibility for a larger part of the sales funnel and need to put the vast sea of online content into context.'
Web site: www.scribblelive.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.