Dotdigital Buys Influencer Specialist Social Snowball

London-based CX and data platforms provider Dotdigital Group has acquired Social Snowball Holdings, a US-based influencer, affiliate and referral marketing platform for e-commerce brands, for $35m.

Dotdigital provides cross-channel marketing automation technology, promising 'hyper-relevant customer experiences at scale', through a platform featuring automation and AI. Marketing teams can use the platform to integrate and enrich their customer data, identify customer segments and personalize cross-channel customer journeys. The firm also has offices in Manchester, Southampton, New York, Melbourne, Sydney, Singapore, Tokyo and Cape Town; and works across 150 countries.

Founded in 2020 by Noah Tucker, Social Snowball is an influencer management which automates the onboarding, tracking and payout processes for brand advocates, from a single control center. The system was built with analytics at its core, enabling brands to measure and track when influencer, affiliate and referral activity converts to revenue, for a clear focus on ROI beyond clicks and views. The buy will bring in influencer marketing as an integral part of Dotdigital's product stack, allowing marketers to use their own customer data to drive word-of-mouth marketing, and to combine it in the marketing mix with CX and other data.

'The creator economy isn't just about awareness anymore, it's about revenue,' says Dotdigital CEO Milan Patel. 'Social Snowball brings an entirely new and highly complementary performance channel into our product stack, one that is fully aligned with how smart marketers want to grow - through measurable ROI, cultural authenticity, and direct connections to customer data.' Noah Tucker, founder and CEO of Social Snowball, adds: 'From the start it was clear Dotdigital was the perfect fit for our team, our culture and our customers and I look forward to what the future holds.'

Dotdigital, which also acquired personalization platform Fresh Relevance, in 2023, is online at www.dotdigital.com .