The firm has helped customers such as toy retailer Hamleys, Publicis Omnicom Group and Japanese advertising firm Dentsu to track and analyze social media conversations on topics or brands. The platform includes technology such as natural language processing, multi lingual text analytics and advanced algorithms for sentiment mining, according to the company.

Deepinder Dhingra, head of products and strategy at Mu Sigma, said, “Webfluenz has been working with Mu Sigma on a variety of solutions and will add significantly to Mu Sigma’s products portfolio in serving our clients’ advanced needs going beyond traditional social media monitoring”. We are excited to be a part of Mu Sigma," said Setlur.

Webfluenz has shared in their blog, “we are happy to announce that our startup has been acquired by Mu Sigma, one of the world’s largest decision sciences and analytics companies. We are building on this along with integrating with other Mu Sigma products like muText and muESP to create next generation products that enable real time intelligence at the confluence of structured and unstructured data”.

Major Indian service based companies are trying to focus towards products and this move by Mu Sigma is in line with the same objective. The big data analytics market is heating up with global players such as Palantir Cloudera and Splunk. The demand for good products in analytics domain is increasing with the scale of ever increasing data to draw insights from. There have been 159 merger and acquisition transactions worth $1.78 billion (10,000 crore) involving Indian technology product companies since 2010, according to software product think-tank iSpirt and advisory firm Signal Hill.

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