VinTank, Napa software firm, acquired by San Francisco company W2O Group

VinTank, a Napa company that makes social tracking software for wineries and small businesses, announced Monday it has been acquired by W2O Group, a San Francisco-based network of marketing, communications, research and development firms.

The companies didn’t disclose the price or terms of the sale.

VinTank serves over 1,000 wine brands and its software has profiled more than 30 million wine consumers, according to a press release.

Its technology tracks customer engagement and “calculates social media health for brands,” the two companies said in a statement. The software also utilizes “geo-fencing tools” - real-time consumer tracking and marketing on digital platforms - that can aid in lead generation and prospective outreach.

“Our vision has always been to transform customer relationships and understanding through intelligent context,” VinTank co-founder Paul Mabray said in a statement. “Joining the W2O team is a perfect fit to couple their powerful analytics and audience identifications tools with our data driven engagement software to supercharge the relationship between brands and their customers.”

W2O President Bob Pearson suggested the acquisition would allow the use of VinTank’s technology beyond the wine and hospitality sectors.

“VinTank provides us with a way to create agile audience engines for a brand, where we can learn what an audience is doing online, understand what content they like, evaluate who they follow and respect and, ultimately, redefine what ‘customer relationship management’ means,” said Pearson. “Our goal is to build audiences that have the potential to shape the market.”

You can reach Staff Writer Robert Digitale at 521-5285 or robert.digitale@pressdemocrat.com.