Groupon’s making the most out of its millions of users, and analyzes its big data to determine the effectiveness of its advertising expenditures, consumer behavior as well as purchaser demographics and location. This is done to maintain a leadership position in hyperlocal marketing, and the company just made a high progile acquisition to assist in accomplishing this goal.  Groupon acquired the parent company of LBS services app Whrrl, Pelago, for an undisclosed sum.

“Pelago CEO and former Amazon executive Jeff Holden will be now be overseeing product development at Groupon and members of the Pelago team will be taking on roles in “Grouponnovations” after Whrrl shuts down on April 30th 2011.”

Groupon is putting a lot of effort towards its consumer behavior data, and one of the company’s  latest moves in this area is the choosing of MicroStrategy to provide it with the tools to do so. MicroStrategy is a provider of business solutions, which will enable Group to carry out all the above via an integrated reporting system leveraging Hadoop and existing BI infrastructure Groupon utilizes.

Over in the social media arena, Twitter is reportedly planning to make an acquisition of its own.  According to people familiar with the matter, the company is in advanced talks to buy TweetDeck for $50 million. The addition of the social dashboard to Twitter would, if realized, have huge implications regarding Twitter’s big data analytics and target marketing approach.  It would also help further expand the latter’s presence with a desktop client.

In other news, mobile app analytics provider Localytics has closed another round of funding. The $2.5 million investment was secured from Launchpad Venture Group, New York Angels and Hub Angels, completing the $3 million series, this completing a $3 million series.