The company said one objective of the acquisition was to combine Keller Fay’s offline word-of-mouth measurement with Engagement Lab’s social media analytics and technology platforms. 

Keller Fay was founded in 2006 by Ed Keller and Brad Fay. The company works with brands such as AT&T and Toyota, media such as CBS and ESPN as well as agencies, Omnicom and Universal McCann.

Bryan Segal, CEO at Engagement Labs, said: “We will offer an integrated point of view and one-stop-shop for clients seeking to understand how a brand’s customers and prospects are engaging with the brand and with each other. This integration allows for a much needed perspective on the power of conversations regardless of where they occur and how they affect brand and purchase behaviour.”