Netherlands-based online research and marketing analytics firm MetrixLab has acquired a majority stake in fellow Dutch firm Oxyme, a social media analytics specialist. Terms of the deal were not disclosed.
Headquartered in Amsterdam, Oxyme provides digital research methodologies to connect social media activity to business performance. Its Digital Sentiment Index (DSI) marketing metric captures the value of brands online, and correlates with key performance metrics such as sales and market share.
MetrixLab says the deal strengthens its capabilities in multi-channel data analytics, giving it coverage of surveys, social media, CRM and ERP platforms. As a result of the acquisition, MetrixLab now employs more than 400 marketing analytics and research professionals and operates a network of 150 social media analysts in the US, Europe and Asia.
Oxyme MD and co-founder Joep Arts (pictured) comments: 'We believe the next step for social analytics is to stop treating and dealing with the world of social media in isolation, but by looking at social media as part of the bigger picture. It is what our customers really need, [and] together with MetrixLab we can service that need at scale.'
Web sites: www.metrixlab.com and www.oxyme.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.