San Francisco, Calif.—The marketing, communications and research and development firm W20 Group announced its acquisition of social engagement and customer relationship management platform VinTank. “To reach the majority of a brand’s audience, we are building a suite of services and software to reach the 1% who create content and the 9% who share it,” said Jim Weiss, chairman and chief executive office of W2O Group in a statement released by the firm. “A modern day media offering will be defined, in the future, by who has the best influencer algorithms and media team, combined with the ability to know exactly who your audience is and how to most effectively reach them. Guessing is not a strategy.”

VinTank, which is based in Napa, Calif., was founded by Paul Mabray and James Jory to help wineries with customer engagement, calculating “social media health” for brands and “geo-fencing” tools for sales leads and consumer outreach.