SmartFocus buys beacon, social vendors

New York - SmartFocus has acquired beacon technology specialist TagPoints and social media analytics provider Content Savvy as part of its strategy to develop the U.K.'s first omnichannel digital marketing system. Its platform now offers customer engagement and analytics capabilities across all media channels, so clients can gain deeper insight into consumer behavior.



TagPoints was the first company to install beacon technology in a U.K. shopping center. Using natural language processing (NLP) and machine learning technology, Content Savvy offers the ability to follow and accurately interpret media channels, including Facebook posts, trending social media topics, blogs and video posts. Its acquisition enables SmartFocus to provide marketers with unprecedented capacity to engage with, and gain insight into, customer behavior. For example, using Content Savvy marketers can distinguish whether someone in an online conversation truly has the intent to buy and can subsequently export this information to CRM systems or customer databases.