Hootsuite Buys Social Media Analyst LiftMetrix

Social media relationship platform Hootsuite has acquired analytics company LiftMetrix, for an undisclosed sum.

New York-based LiftMetrix offers analysis of paid, owned and earned social media campaigns, to help marketers understand its business impact. In addition, it provides social media data warehousing services, and integration with business intelligence tools.

Hootsuite says the acquisition will help clients drive more effective marketing campaigns, adding to its own analytics platform to measure the full social media conversion funnel. CEO Ryan Holmes (pictured) comments: 'LiftMetrix offers a sophisticated, yet easy-to-use analytics solution that helps our customers make sense of data to maximize social marketing results. The company will be a fantastic complement to the Hootsuite platform'.

Web sites: www.hootsuite.com and www.liftmetrix.com .