NEWS6 April 2011

Social media monitor Overtone bought by CRM firm Kana

M&A North America Technology

US— Social media monitoring firm Overtone has been bought by Kana Software, which will integrate Overtone’s technology into its CRM tools.

The deal makes Overtone the second social media monitor to be snapped up by a CRM business in just over a week – after Salesforce announced it had bought out Radian6 for $326m last week. Terms of the Overtone deal were not disclosed.

Kana said that Overtone’s ability to analyse sentiments and trends in social media “extends Kana’s multi-channel customer service platform into the world of Twitter, Facebook and communities”.

“This acquisition is a vital step in fulfilling our vision for the next generation of customer service,” said CEO Mark Duffell.

Craig Brennan, CEO of Overtone (pictured), said his firm’s tool has “enabled some of the world’s top companies to understand the sentiment and meaning of online chatter about their company.”

Kana said it will continue to support Overtone’s customers, as well as developing and marketing Overtone’s products to new and existing customers.