LIFTMETRIX Investment Thesis

Social media is an important part of companies’ marketing efforts. Many brands spend millions of dollars a year on social media to engage with customers and stakeholders. It is important to have a set of metrics that can accurately measure the success of their social media engagements. 

LiftMetrix helps brands justify their accelerating social media spend by turning raw data into specific ROI metrics and recommendations. The platform pulls in all possible data – organic social data, paid social data and website data, then using the data to learn what drives ROI and providing recommendations. LiftMetrix was an early player to measure social media ROI. It formed a partnership with Facebook and Twitter early on back in 2015, and was one of the first non-advertising platforms to access Facecbook’s API.

Liftmetrix was acquired by Hootsuite in 2017 who saw the value in the team and platform. Hootsuite is the most widely used platform for social media management. The acquisition enables organizations to drive more effective marketing campaigns by giving them tangible insight into the ROI of their paid, earned and owned social campaigns. LiftMetrix also helps Hootsuite to turn data into specific insights and recommendations. Prior to this acquisition, Hootsuite has been a key LiftMetrix partner for several years. Through this acquisition, EIP is a shareholder of Hootsuite.