ScribbleLive Acquires Appinions

ScribbleLive, provider of a content marketing and live publishing SaaS platform powered by big data, has acquired Appinions, makers of an influence analytics marketing platform built on patented natural language processing and social network analysis technology. The combination of ScribbleLive's data-centric content workflow and publishing platform with Appinions' patented technology creates an end-to-end SaaS content marketing platform.

The ScribbleLive acquisition enables brands to view the Web through the lens of people's opinions. The software provides answers to content marketers' toughest questions. These include: What should we write about to move the needle? Who should we listen to or partner with? Where should we publish? and What keywords do we use to make content discoverable?

ScribbleLive will integrate Appinions' data engine into its content marketing platform to offer a complete SaaS content marketing platform. The integration 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.

"By enabling over 500 brands, such as Red Bull, PwC, and Oracle, to serve up the right content at the right time in the right place online, ScribbleLive has been validated as the platform for planning, creating, and distributing content," said Vince Mifsud, CEO of ScribbleLive, in a statement. "Acquiring Appinions' deep data science patent protected technology allows our customers to optimize every stage of the content marketing lifecycle. Marketers can optimize their campaigns by quickly finding, tracking, and connecting with opinion leaders who are most likely to influence a trend, idea, product, or brand."

"As the buyer's journey continues to evolve online, content marketers are assuming responsibility for a larger part of the sales funnel and need to put the vast sea of online content into context," said Larry Levy, co-founder and CEO of Appinions, in a statement. "This acquisition creates a unique platform that will disrupt a critical sector of the growing $45 billion content marketing industry. In today's complex marketing landscape, we are enabling content marketers to analyze opinions and influence on a mass-scale so they can strategically plan, execute, and measure effective content marketing programs."

Appinions was co-founded in 2007 by Levy and Dr. Claire Cardie of Cornell University. Together they 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.

Appinions in February launched Attention Analytics on the Oracle Marketing AppCloud.

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