On a buying spree, Hootsuite adds analytics provider LiftMetrix

In its second acquisition announcement in two weeks, social media management platform Hootsuite said this week that it has purchased social analytics provider LiftMetrix.

The Vancouver-based Hootsuite said the addition of New York City-based LiftMetrix will help social media marketers understand something they don’t currently: return-on-investment. The difficulty of measuring ROI has been a frequent complaint from marketers since the dawn of social marketing, since the impact can be diffuse and difficult to trace.

Hootsuite pointed to Duke University’s The CMO Survey, which showed that social media marketing budgets have increased 234 percent over the past seven years, but only about a fifth of marketers can demonstrate the specific impacts.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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