Canada-based social media analyst Engagement Labs has completed the acquisition of Word-of-Mouth specialist Keller Fay Group, for an undisclosed amount.
The deal brings online and off-line word-of-mouth measurement together, creating 'a gold standard toolset for Chief Marketing Officers and marketing professionals to measure their Total Social marketing performance', according to the firms.
Keller Fay was founded in 2006 by Ed Keller and Brad Fay (pictured), and has offices in New York and the UK. CEO Keller was the first Chairman of industry association WOMMA, while Fay is its Immediate Past Chair. Keller is the author of the 2003 book 'The Influentials', regarded as a defining work in the sector, while the pair's most recent work, The Face-to Face Book was named 2013 Best Book in Marketing by the American Marketing Association.
The company has been exploring the integration of online and off-line elements for some time, most recently in January through an alliance with Analytic Partners and Converseon. Today's announcement means it will now be paired up with Engagement Labs' proprietary eValue scoring / benchmarking tool, which gives brands a single score from 0-100 for its social media presence, built up from the individual metrics of Engagement, Responsiveness and Impact.
Bryan Segal, CEO at Engagement Labs, says the combined company 'will offer an integrated point of view and one-stop-shop for clients seeking to understand how a brand's customers and prospects are engaging with the brand and with each other' - bringing 'a much needed perspective on the power of conversations regardless of where they occur and how they affect brand and purchase behaviour'.
Keller comments: 'We are excited to be joining forces with Engagement Labs as we believe the combination of our respective proprietary online and offline social media measurement capabilities is a game changer, satisfying a growing need and filling a void in the global marketplace'.
Segal will now be joined on the executive team by Keller and Fay who will become President and Chief Research Officer of Engagement Labs, respectively. Segal and Keller have also been appointed to the Board of Directors of the Company.
Engagement Labs has offices in Montreal, Toronto, Paris and New York and is online at www.engagementlabs.com .
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.