The Vancouver-based social media management platform provider said it is buying the consumer analytics company, which uses artificial intelligence to monitor social media. Hootsuite did not disclose the financial terms of the deal. (The Logic)

Talking point: Hootsuite CEO Irina Novoselsky said in a statement that the acquisition will bring its capabilities into “a new era of social media performance.” The company is “building a social media performance engine, a feedback loop where AI takes consumer data and generates insights for actionable strategy and measurable impact,” she added. Hootsuite’s customers have said they don’t know how to turn what’s said about them on social media into actions that generate value, Novoselsky said in an interview with The Canadian Press, noting Talkwalker’s technology can tell companies how their content will perform. The two companies partnered in 2015, integrating Talkwalker’s tools into Hootsuite’s platform.