Cloud marketing technology developer Unified has acquired US-based social media measurement platform Awe.sm for an undisclosed amount, granting exits to investors including Kbs+ Ventures, the corporate venturing subsidiary of marketing agency Kirshenbaum Bond Senecal + Partners.
Kbs+ Ventures invested in a $4.3m round raised by Awe.sm in 2011 that also featured Foundry Group, GRP Partners and Neu Venture Capital. Awe.sm also raised $1.1m in a 2010 seed round backed by Neu, Upfront Ventures and Apricot Capital, according to deals database Crunchbase.
Awe.sm has developed a set of analytics tools that track and measure the impact of branding in social media networks. It will be integrated into Unified’s Social Operating Platform.
“Integrating awe.sm’s social attribution technology with Unified’s system of record enables us to give marketers unprecedented insights into the value that social sharing brings to their business,” said Sheldon Owen, CEO and co-founder at Unified. “Today, Unified became the clear leader among marketing cloud technology players, with full measurement support for social, mobile, digital and offline marketing channels.”