Dive Brief:

• Social operating platform maker Unified has announced its acquisition of analytics startup Awe.sm. 
• The move will help Unified, which already offers action tracking on social networks, to expand data beyond social. 
• The Awe.sm acquisition will also allow Unified to offer an open API to partners and developers. 

Dive Insight: 

In the digital world, knowledge and data are power. That's why any analytics acquisition can be so important for platforms like Unified. Now Unified will be able to offer tracking for marketing campaigns beyond social sites — and it's clear that digital campaigns do not occur in a social media vacuum.