• by Gavin O'Malley  @mp_gavin, April 17, 2015

To up its social analytics game, ScribbleLive has agreed to buy Appinions Inc. With Appinions, ScribbleLive is getting an influence analytics marketing platform, which is built on natural language processing and social network analysis technology. This should complement ScribbleLive’s existing SaaS content marketing platform.

Financial terms of the deal were not disclosed.

From Red Bull to PwC, ScribbleLive boasts more than 500 brands' clients, which it helps serve up the right content at the right time in the right place across digital channels.

The acquisition will help brand clients view the Web through the lens of people’s opinions, i.e., the social Web, according to Vince Mifsud, CEO of ScribbleLive.

“Appinions’ deep data science patent protected technology allows our customers to optimize every stage of the content marketing lifecycle,” Mifsud stated.

ScribbleLive plans to integrate Appinions’ data engine into its content marketing platform. It will allow customers to plan, execute, measure and optimize content by identifying influential content to curate, topics that are trending, and key influencers in any vertical for partnerships and endorsements.

Appinions was co-founded in 2007 by entrepreneur Larry Levy and Dr. Claire Cardie of Cornell University. The pair created a content-marketing analytics platform based on a decade’s worth of research from Cardie’s computer-science department.

The software uses statistical machine learning and natural language processing to provide marketers a holistic view of attention, influencers, opinions, publications and sentiment around any topic.

Founded in 2008, ScribbleLive has also secured partnerships with a number of major publishing partners, including CNN, Yahoo and Sky News.