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Mu Sigma acquires Singapore-based social media analytics firm Webfluenz

Musigma Webfluenz

Decision sciences and analytics firm Mu Sigma has acquired the Singapore-based social media intelligence & management solution provider Webfluenz for an undisclosed amount.

Post acquisition, Mu Sigma will be integrating Webfluenz’s solutions with its products like muText and muESP to create products which enable real time intelligence at the juncture of structured and unstructured data. The company is also apparently working on various solutions which will apparently address the client’s needs to go beyond traditional social media monitoring. However, it hasn’t disclosed any specific details on this.

Founded in 2010 by Bharani Setlur and Harish Madabushi, Webfluenz has developed a tool for businesses, brands, public relations agencies, advertising agencies, analysts and companies to monitor social conversations across Twitter, Facebook, YouTube, Google+ and other platforms. It also allows them monitor their social properties like their Twitter and Facebook accounts.

Besides this, it enables businesses to analyse social conversation across these platforms, identify influencers, compare brand performance and break up these conversations based on geography, gender and channels. Other features include publishing updates on these platforms, providing reports and daily alerts like keyword alerts, trends alerts among others.

Webfluenz offers these services through a free and a paid tier ($50/month) for individuals and startups and through a paid $299/month tier for enterprises. Its clientele include Flipkart’s Myntra, Nivea, American Express, GroupM, Ogilvy, Starcom MediaVest group and Edelman among others.

Mastercard Advisors partnership: In February 2013, Mastercard Advisors had inked a strategic partnership with Mu Sigma, as part of which it had picked up an undisclosed amount of stake in Mu Sigma. Both the companies had also stated plans of building analytics products, combining MasterCard Advisors’ aggregated and anonymous purchase behaviour insights with Mu Sigma’s advanced analytics.

The company has raised a total $200 million investment across multiple rounds, from investors like Sequoia Capital, General Atlantic and FTV Capital among others.

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