Hootsuite acquires Snapchat analytics solution

Hootsuite acquires Snapchat analytics solution from marketing firm Naritiv ¾

Social media management platform Hootsuite is continuing to beef up its ad & analytics chops, with today’s announcement that it’s acquired a Snapchat analytics solution from marketing firm Naritiv.

Deal terms weren’t made public. This newest purchase follows Hootsuite’s acquisitions last month of ad tech firm AdEspresso & social analytics vendor LiftMetrix.

Hootsuite Senior Director of Business & Corporate Development Richard Hungerford told me that the acquisitions were part of his company’s effort to court bigger enterprise clients, which “require more sophisticated analytics” around paid & organic marketing.

He noted, Hootsuite had no Snapchat capability, and now it’ll have the ability to track individual videos / campaigns launched on that social network. The AdEspresso acquisition added onboard Facebook / Instagram ad management, and LiftMetrix boosted the facility for marketers to measure return on investment.

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