HootSuite has acquired the location-based marketing tool Geotoko, which will help businesses gain insight on and market to their audience and customers.

Geotoko’s geo-analytic software reports on location-based social media interactions including key influencers, customer sentiment and demographic patterns. This helps businesses determine audience behavior and reward customers for checking in with services like Foursquare. For example, a business with multiple locations can see how many check-ins a particular location has and compare it to other locations.

Geotoko allows companies to gain insight on the customer experience. Companies can view reports from hundreds of locations which can help them see new opportunities or identify shortcomings. Because it allows you to see location and demographic, you can create a targeted, more effective campaign. You can also view tons of customer insights like who is checking in, their comments and even photos they’ve published during their visits.

You can gain access to Geotoko within HootSuite by signing up for a demo from the HootSuite Enterprise team.

HootSuite has made a number of acquisitions in recent months. In September they acquired the Twitter trending topic dictionary What the Trend and the Twitter analysis tool TwapperKeeper. The service also closed a $3 million round of funding in the same month.