Mu Sigma Buys Social Media Analytics Firm Webfluenz

Decision science and data analytics firm Mu Sigma has acquired Singapore-based social media analytics firm Webfluenz for an undisclosed sum.

Founded in 2010 by Bharani Setlur and Harish Madabushi, Webfluenz has developed technology to monitor, analyze and manage conversations across Twitter, Facebook, YouTube, Google+ and other platforms. Clients can identify influencers, compare brand performance and track conversations by demographics such as geography and gender.

Following the acquisition, Mu Sigma, which is partly owned by by MasterCard's insights arm MasterCard Advisors, will integrate Webfluenz's solutions into its own products, boosting its ability to mine real-time intelligence from huge quantities of data.

Mu Sigma said in its blog: 'Webfluenz will add significantly to Mu Sigma's products portfolio in serving our clients' advanced needs going beyond traditional social media monitoring. We are building on this, along with integrating with other Mu Sigma products like muText and muESP to create next generation products that enable real-time intelligence at the confluence of structured and unstructured data.'

Web sites: www.mu-sigma.com and www.webfluenz.com .