Unified cited Awe.sm’s support of “social action tracking” across all channels, including offline points, as one of the precipitators for the acquisition.
Although more social media management platforms are ramping up paid media components to compete more effectively with the ever-diminishing organic reach on Facebook, the marketplace still values content creation and social listening. This is evident in the case of Twitter, which acquired social data tool Gnip.
Unified wants to build an end-to-end system “to measure referral traffic from paid and owned channels that drive increased adoption and installs of mobile applications.” The company is used by more than 500 brands and agencies including Toyota and Unilever.
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