Webtrends Buys Social Marketing Platform

Web analytics firm Webtrends has acquired Transpond, which has developed a platform that enables users to create content and track engagement with it across social and mobile platforms. Terms were not disclosed.

San Francisco-based Transpond was founded by technology architect Peter Yared in 2007. The firm's Transpond publishing tool has been designed for Facebook, iPhone and Android Apps, as well as mobile-friendly web pages.

Webtrends has re-branded the platform 'Webtrends Apps'. Combined with its acquisition of Widemile (now Webtrends Optimize) last year, the firm says the new deal enables users to create, measure and improve relevant, engaging content across web, social and mobile.

Fully branded apps created with the platform deliver consumer engagement around polls, quizzes, games, interactive commerce and content syndication, and can be instantly distributed across social web and mobile platforms.

Webtrends Apps, along with the targeting ability in Optimize, contains a reporting dashboard which provides the option to integrate Webtrends Analytics.

'Over the past 18 months we have provided marketers a host of new measurement, segmentation and optimization technologies, and Transpond is the next step in our vision to empower modern marketers,' states Webtrends CEO, Alex Yoder. 'Our customers can create, measure, improve, and manage marketing content across all digital properties.'

Web sites: www.webtrends.com and www.transpond.com .