Sprout Social acquires social analytics company Simply Measured

Social media firm Sprout Social announced the acquisition of Seattle-based social analytics firm Simply Measured for an undisclosed sum.

Based in Chicago, Sprout has provided of social media management, analytics and advocacy solutions on a global scale. Simply Measured has used full-funnel analytics to give social teams better intelligence to reach the right people, content marketers insight to create more relevant materials and digital agencies opportunities to win new business and foster client loyalty.

This acquisition is a sign of where the social analytics market is heading, it’s expected to reach $9.54bn by 2022, according to Markets and Markets Research. Sprout said that acquiring Simply Measured expands the depth of its current analytics offering and positions the company to lead the social analytics and listening markets.

Justyn Howard, chief executive officer at Sprout Social, said joining forces was a no-brainer. He added: “Sprout offers world-class social management, reporting and analytics across all segments and markets. Bringing Simply Measured into Sprout’s portfolio is a pivotal moment for us and our valued customers. We’ve long admired Simply Measured and their approach to technology and innovation, so are happy to welcome their passionate, talented team members and unique tools to Sprout.”

Both companies are Twitter ‘Official Partners’—Sprout is among this “elite set of companies” recognized by the social platform because of their “exceptional products and proven service.”

Twitter’s Zach Hofer-Shall, director of ecosystem, said about the acquisition: "Sprout Social's acquisition of Simply Measured strengthens its position in the market by bringing together leading engagement and analytics solutions. The combined offering will fulfill many brands' needs today: a data-centric approach to social media management, all through one end-to-end product."

Simply Measured will remain in Seattle as an additional west coast outpost of Sprout, which also has an office in San Francisco. As the two services continue to integrate, consumers will have the benefit of accessing both entities separately.