Listening to Salesforce.com (NYSE:CRM) CEO Marc Benioff talking about the acquisition of Radian6, it looks like the end result could be the emergence of a marketing suite by the company.
Benioff said on a conference call that this is more than likely the next step the company will take, so it's not just theoretical.
Technology offered by Radian6 empowers users to discover what is being communicated about the products and services offered by brands across the various media, forum, blog and social networking sites.
Alta Plana analyst Seth Grimes noted, "Radian6 helped establish the social-media measurement category and has been one of the category's leading lights."
The two companies were already in the process of putting together and releasing an integrated application in the third quarter, and expectations are the acquisition will speed up the initiative.
Salesforce.com closed Wednesday at $134.49, gaining $7.09, or 5.57 percent.
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