Daniel Upton and Adam Rice will join Blinq’s Atlanta office as user interface/data visualisation engineers. The duo formed Looxii in 2009 to create a “simpler way to deal with massive amounts of social media data” and will now work on advancing Blinq’s approach to integrating social analytics with social media advertising data.

Blinq CEO Dave Williams (pictured) said: “Brands increasingly seek to understand the impact of social media advertising on social analytics and key performance metrics. The addition of Adam and Daniel will further advance Blinq Media’s social analytics capabilities and its development of advanced social media reporting, analytics and custom metrics, enabling Blinq and the agencies we work with, to best understand the advertising impact and make the most of every initiative.”

Looxii, which is a Shotput Ventures portfolio company, will continue to trade as a separate independent entity.