Social identity management firm Janrain has bought Arktan, a provider of innovative real-time social curation and social engagement products.
Janrain helps clients manage consumer social logins to better understand who is coming to their websites.
By acquiring Arktan, whose technology enables online comments and reviews and offers services such as analysis of historical Facebook data, Janrain will now package data products and services from both firms.
“Marketers need better engagement tools to drive a deeper understanding of their customers,” said Larry Drebes, Chief Executive Officer, Janrain. “This adds dozens of new products for customer engagement, and dramatically expands the amount of customer data we collect, store and manage.”
“Brands need to understand their customers to create more effective marketing experiences throughout the customer journey,” said Charlene Li, Founder and CEO of Altimeter Group. “To do so, they need a simplified solution that brings together social streams, trends and curation across the entire marketing funnel.”
Arktan solutions help brands increase customer engagement on their sites and mobile apps with real-time social experiences. The benefits for digital marketers include increased engagement, time spent, conversion rates, site traffic, and new monetization opportunities from advertising, sponsorships, product sales, and data capture.
Key Arktan clients include Sony Music, WWE, A&E and Turner Entertainment. Arktan has powered social experiences for highly demanding events such as Duck Dynasty and WWE RAW telecasts.
“Our history of innovation has been driven by deep collaboration with the most sophisticated marketers in the world. This has lead to the most flexible customer engagement solution in the market,” noted Rahul Aggarwal, former Arktan CEO and Co-Founder and Janrain’s current General Manager of the Customer Engagement Business Unit. “Joining the Janrain team will allow us to leverage the synergy between the platforms of the two companies and power more personalized marketing experiences.”
“Arktan has a history of innovation, with ground-breaking products like Social DVR, which allows time-delayed playback of social streams, and industry-leading mobile capabilities for Commenting, Ratings and Reviews, Polls, and the rest of the product portfolio,” Drebes continued. “Adding the team to Janrain will deepen our understanding of customers in new ways.”
Customer engagement tools represent a rich trove of data about users. By integrating the products, Janrain can leverage that data and correlate it to other information already collected to create even more powerful actionable insights and marketing experiences, enabling marketers to start the customer journey at the point of engagement with the brand.
www.janrain.com