Vocus and Cision, two PR tech software providers which private equity firm GTCR is bringing together to form a global PR cloud company, will acquire social media analytics platform Visible Technologies.
Visible provides users with capabilities including social media monitoring, enriched data analytics and insights, and customer engagement. In addition, its software encompasses multiple configurable dashboards. The platform’s on-demand search and analytics function aids marketing and PR pros to monitor brand information, competitors, industry issues, market events, consumer sentiment, and trending topics in real-time across social networks.
Coupled with Visible’s technology is its insights services team, which provides clients with expert analysis of the platform’s data, helping them make informed business decisions.
Visible has been acquired to allow Vocus and Cision to more effectively measure social impact and “turn those insights into action,” said Vocus CEO Peter Granat in a statement.
Granat was not immediately available for comment.
Granat, who resigned from his position as president and CEO of Cision to join Vocus as chief exec in June, told PRWeek at the time that critics of the intended deal do not understand how the combination of Vocus and Cision will benefit customers.
Magnus Thell replaced Granat as Cision’s president and CEO on an interim basis in June. Thell will continue in his current role as head of Cision Europe as he takes on the CEO and president responsibilities.
Through its Blue Canyon Holdings unit, GTCR Valor Merger Sub acquired 72% of Cision in April. Trade rival Meltwater owns 15.3% of the company. GTCR acquired Vocus in a $447 million deal in April.
