Wayin Acquires EngageSciences

Real-time digital marketing software company Wayin has acquired interactive marketing platform provider EngageSciences. Financial terms of the deal were not disclosed.

The combination of the two companies and platforms will align Wayin's real-time social data search and visualization capabilities with EngageSciences' digital campaign delivery and first-party data collection capabilities. Together they will create a full-service digital marketing technology tool that integrates into CRM and marketing automation platforms.

"While Wayin provides strong real-time capabilities, the combined solution will go much deeper by offering marketers the ability to gather data through polls, product feedback and reviews, and other campaigns to further understand customers and drive results,"current Wayin CEO Scott McNealy, who will remain active as executive chairman of the board once the merger goes through, said in a statement. "With more than 500 million campaign entries on the combined platform, we are looking at approximately one in 14 of the world's population having already participated in a brand campaign run on the combined company's platform. By next year that number will be one in seven."

"Marketing strategies have relied too heavily on interruptive paid media advertising for far too long. Marketers must now create relevant and participatory brand experiences to earn trust and influence the path to purchase," said Richard Jones, EngageSciences' CEO who will take over as CEO of Wayin once the merger is completed. "The combined capabilities that Wayin and EngageSciences bring creates a category leader in this emerging space."

The acquisition comes on the heels of a $15.4 million investment round that Wayin completed in September.

Together, the joint company now serves more than 300 companies across 80 countries and 10 industries.

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