Tribe Dynamics, the data firm best known for tracking earned media value, has acquired London-based eBench Ltd.
EBench also provides social analytics, and will build up Tribe’s offerings in terms of tracking productivity from brand social media posts in addition to influencer content.
In a statement, Tribe president and cofounder Conor Begley said the acquisition came initially as an idea from a customer.
“Tribe Dynamics is the market leader in earned media,” said Derek Hill, founder of eBench, in a statement. “We’re looking forward to using our combined data to better understand what’s working for brands in today’s rapidly changing social media landscape, and taking our insights to an increasingly global audience.”
Through its data offerings, Tribe aims to provide beauty and fashion brands with insights into campaigns that performed well, or other social media posts that drew attention to their brands. The company’s data has also historically acted like an acquisition predictor — NYX’s EMV spiked before L’Oréal bought it, for example.
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