Cision Buys PR Analytics Provider TrendKite for $225m

Media intelligence and communications specialist Cision has acquired PR analytics provider TrendKite for $225m. At the same time, Cision announced it has sold its email marketing assets to a 'strategic buyer' for $49m.

TrendKite uses big data analytics for real-time detection of brand-relevant news, and provides qualitative analysis of brands and their competitors, as well as industry trends. Clients are offered understanding of their overall press coverage, along with insights and predictive analytics concerning marcoms ROI. Last summer, the company acquired social media influencer database Insightpool and social media intelligence firm Union Metrics.

The latest deal follows Cision's acquisition of social media insights and management company Falcon.io earlier this month. TrendKite CEO Erik Huddleston will become President of Cision, while its Digital PR platform will continue to be offered as a stand-alone application. In the long-term, TrendKite will become part of the Cision Communications Cloud product offering, providing enhanced capabilities for campaign measurement and attribution, media monitoring and analysis, and earned media targeting.

Kevin Akeroyd (pictured), Cision CEO, comments: 'The addition of TrendKite's application platform gives our customers additional ways to demonstrate and measure the business impact of their earned media communications. Combining Cision and TrendKite will address this important objective for industry professionals worldwide'.

Cision's sale of its email marketing assets follows a detailed review of long-term business strategy, with the decision to focus on its communications cloud platform.

Web sites: www.cision.com and www.trendkite.com .