The technology can help track the social reach of campaigns, to monitor how campaigns are being shared by users and how many people clicked on shared content. Users can also identify and track influencers in the social media space.

Sanjay Dholakia (pictured), the firm’s CEO, said: “In order to measure ROI on social campaigns, you must first understand how many people were exposed to your campaign, how much earned media was generated and how much the campaign directly contributed to your end goals, such as driving web traffic, increasing sales or building a social database. These new analytics capabilities provide an unparallelled level of insights into the metrics that drive social ROI.”