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Engagement Labs buys Keller Fay Group

Toronto-based social media measurement company Engagement Labs has acquired the Keller Fay Group, a market research firm based in New Brunswick, NJ. The purchase is intended to provide clients with a standardized way to measure social media performance, and to offer both online and off-line brand awareness measurement. The acquisition will also expand the presence of Engagement Labs through the Keller Fay offices in London and New York. Keller Fay founders Ed Keller and Brad Fay will respectively become president and chief research officer of Engagement Labs. Keller Fay's client list include AT&T, Toyota, CBS, ESPN, Omnicom and Universal McCann.

"We will offer an integrated point of view and one-stop-shop for clients seeking to understand how a brand's customers and prospects are engaging with the brand and with each other," said Bryan Segal, CEO of Engagement Labs. "This unique powerful integration allows for a much needed perspective on the power of conversations regardless of where they occur and how they affect brand and purchase behaviour. Keller Fay's proprietary industry leading research and data quantitatively measures offline social conversations and the impact they have on purchasing decisions. Combined with Engagement Labs' proprietary scoring tool that measures digital social media marketing performance, marketers will for the first time be able to assess the online and off-line impact of their marketing investment in a single integrated fashion."

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