Falcon.io acquires social media analytics firm Unmetric

Falcon.io, the social media management division of Cision, has acquired social media analytics firm Unmetric.

Unmetric delivers public data from brands across social media channels, enabling companies to enhance their content strategy and better engage with their customers.  

Falcon.io will integrate Unmetric into its social media marketing platform, enabling customers to drive consistent brand experiences across social content, engagement and insights. Unmetric’s team will be integrated into the Falcon organisation, which counts over 400 employees across Copenhagen, New York, Berlin, Melbourne, Budapest and Sofia.

Terms of the deal were not disclosed.

“Our mission is to deliver a powerful social software suite that enables the brands we serve to win in their markets. Today the Unmetric acquisition gets us closer to this vision,” said Ulrik Bo Larsen, founder of Falcon.io and president, Cision Social. “Giving brands the ability to benchmark, monitor, measure, better engage with their customers and audiences, and create and publish powerful content all in one unified platform across multiple channels will help them win.”  

“Marketers are often data rich and insight poor. This is especially true in the content ecosystem where brands are communicating at the speed of culture. Brands, therefore, need to continually benchmark their social campaigns, content and channels, and use insights from the past to fuel campaigns for the future,” said Lux Narayan, CEO of Unmetric. “Unmetric brings this historical perspective to the Falcon.io platform to help brands and agencies create more compelling content.”