Groupon’s (NASDAQ:GRPN) small acquisitions spree is showing no signs of slowing in 2012. The latest one is Uptake, a start-up that focuses on analyzing and compiling travel-based data on a user’s social network.  While many see this more as a talent acquisition, Uptake has the clear potential of being integrated with Groupon’s existing travel-based venture, Groupon Getaways. Groupon leads the daily deal market and shares this space with players such as LivingSocial and Google (NASDAQ:GOOG) Offers.
Uptake’s technology capabilities will clearly add up to Groupon becoming a more social deals site. One of the possible implications of this acquisition is further integration of Groupon and Facebook. This means a Groupon/Facebook user will be able to see the travel plans of his or her friends, and easily look up the corresponding travel deal available on Groupon Getaways and possibly book the same. This could lead to an upside to the Groupons Sold per Getaways Subscriber in the long run.
We have updated our analysis for Groupon with a $12.55 price estimate, which is well below the current market price.
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Refer our note on why Groupon’s valuation has fluctuated significantly over the past two years.Notes: