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BtoB

Google buys PostRank for social analytics

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Mountain View, Calif.—Google has acquired social analytics company PostRank, whose social-listening technology already is integrated into Google Analytics. Terms of the deal were not disclosed. Headquartered in Waterloo, Ontario, PostRank tracks content on 20 social media sites, providing data to companies to help target prospects and customers. The company also offers an analytics tool for publishers. The acquisition will bolster Google's social media analytics capabilities. In March, the company rolled out a new feature called +1 that allows users to recommend their own search results to others. And in a survey conducted this spring by BtoB, the search analytics tool Google Insights was named by marketers as their favorite method of monitoring social media impact.
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