Dallas—Marketing company Epsilon will use social media monitoring and analysis solutions from marketing database company Alterian to enrich its marketing solutions to clients.
The addition of Alterian’s SM2 software—which Alterian acquired via its purchase earlier this year of Techrigy Inc.—will enable Epsilon to monitor social media communications and attitudes with richer data and real-time measurement and analytics, according to the company.
“Social media has become increasingly important to marketers as [customers] adopt new forums and technologies at a rapid pace,” said Michael Penney, exec VP-strategy and analytic consulting at Epsilon, in a statement. He said that partnering with Alterian would enhance Epsilon’s overall multichannel marketing efforts for its clients.
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