08:47 AM EST, 11/04/2024 (MT Newswires) -- DATA Communications Management ( DCMDF ) said Monday that it has acquired Zavy, a Software-as-a-Service (SaaS) marketing technology company based in New Zealand.

DCM did not provide financial details of the deal except to say it was all cash.

The company said Zavy is focused on providing social media analytics and social listening to understand audience engagement, sentiment, and campaign effectiveness.

"We believe the Zavy offering will also be attractive to prospective clients seeking to optimize their social media investments," said Richard Kellam, DCM's president and CEO. "DCM plans to integrate Zavy into its suite of martech offerings designed to help customers simplify complexity and drive productivity in their marketing workflows."

DCM said the need for social media analytics is becoming more critical, noting that global spending by marketers on social media advertising is projected to reach US$219.8 billion in 2024.