They must have liked it so much, they bought the company. Already a user of its content marketing measurement (CMM) suite, Digital Journal Group has acquired SqueezeCMM, which has also released a new version of its CMM platform.

Both companies are based in Toronto – Digital Journal Group invests in a portfolio of media, marketing and technology companies, while SqueezeCMM’s customers for its CMM platform include Dell, SAP and HP. The companies said SqueezeCMM, which will continue to operate independently, will play an integral role in Digital Journal Group’s portfolio.

“There are thousands of vendors in the content marketing space, but there is nothing like SqueezeCMM,” said Chris Hogg, a partner in Digital Journal Group, in a statement. “SqueezeCMM has a deep understanding of the needs and complexity of today’s enterprise marketing function, and the company understands content marketing’s true impact in business. We look forward to contributing to building SqueezeCMM’s vision, platform and technology going forward.”

Digital Journal Group was “deeply involved” in the creation of the new platform, and the parent company will lead product development with the founders going forward with an eye to deploying the product deeper across its businesses. The companies say SqueezeCMM will continue to operate as a separate brand and the founders will remain actively involved.

Key in developing the new edition of SqueezeCMM, the vendor said, was making it easier for marketers to connect content directly to return on investment and business results.

“Content marketing data is often locked in many different platforms because so many channels use content, and that’s a key reason why marketers struggle to measure performance,” said Jen Evans, co-founder of SqueezeCMM, in a statement. “Critical data sits in adtech, search, web, publishing, marketing automation, email, native and social media silos that are not connected or related. Marketing executives want this data combined and turned into actionable insight. The new version of SqueezeCMM makes the connection, while giving customers more options for how that multi-platform dataset is captured, labelled and reported on.”

Some of the new features built into the new edition to help achieve this include advanced content marketing action and activity classification, customizable user controls and data management, and prioritized and contextual performance metrics.

“SqueezeCMM releases content marketers from being tied to a single platform for metrics,” said  SqueezeCMM co-founder Adam Tanton, in a statement. “We used to be about URLs, but SqueezeCMM’s new API and analytics engine will allow us to create more value for B2B clients by ingesting and classifying search, web, email, marketing automation, social publishing and data from other platforms that exist in enterprise marketing operations today.”

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