It’s an exciting day for us today, as we announced that Polygraph has acquired Offergraph. I thought I’d add a little color to the press release that covers the basics of the deal.

As we’ve worked with clients and partners over the last year, we’ve come to the conclusion that corporate, consumer marketers

  1. want real-time views into how they are performing relative to competitors,
  2. want to understand how online levers affect offline and online sales and other important KPIs,
  3. want to manage their social marketing efforts through data analysis much like current analysis of how Web sites perform.

So to that end, the market is essentially moving beyond social analytics as it has been done and toward a next generation of tools that help people harness the exact data they need to analyze a situation and act upon it confidently. When Ian Karnell and I discussed putting the teams together, it became clear to me that it would be a perfect fit.

The team is very, very excited to work with Dr. Edo Airoldi to develop and commercialize products around advertising attribution, intelligence, and social data science. Edo is at the forefront of academic thinking on this subject and has worked with some of the world’s best companies in these areas. I think the possibilities are fascinating when you combine the types of work he does with the data mining and “analytics as a service” offering that we’ve developed at Polygraph.

We will continue to innovate over the next few months and will have some exciting announcements to share. If you’d like to know more about where we’re going, I’m happy to talk with those of you in consumer brands and any agency that serves them.

Have a great day everyone!