Israeli Tech Firm Buys BuzzMetrics
VNU, which was a minority shareholder in Trendum before the deal was inked, will remain a minority shareholder and strategic backer of the new company.
The company will do business under the BuzzMetrics name, which is already recognized in the field of buzz-monitoring--the company boasts 70 Fortune 1000 companies among its client list. Trendum will integrate its language-mining and search tools into BuzzMetrics' monitoring system. Previously, BuzzMetrics used its own proprietary technology for text-mining--a key component of buzz measurement.
Max Kalehoff, who will join BuzzMetrics as the vice president of marketing in early October, said there will be no layoffs, and that both company's management teams will stay on board. Jonathan Carson, who was formerly president of BuzzMetrics, will be the CEO of the new firm, and Itzhak Fisher, the chairman of Trendum, will be the chairman of the new firm. Braxton Robinson, the current chief technology officer of BuzzMetrics, will take the same role at the new firm, and Ori Levy, the president of Trendum, will be the president of BuzzMetrics Israel.
The companies do not share many clients, Kalehoff said, and BuzzMetrics will be providing the vast majority of the new company's client list. "There's a little bit of overlap, but not that much," said Kalehoff. "BuzzMetrics really had the marketplace footprint."