Today Sprinklr made an acquisition announcement that it had bought Booshaka, “an advanced audience segmentation and management platform that helps marketers link customer data automatically across social, web, mobile, ecommerce, and CRM systems to optimize engagement and drive revenue,” according to a release from Sprinklr.
Booshaka’s team of 10 will move into Sprinklr’s San Francisco office. Booshaka CEO Erik Ober will help to grow Sprinklr’s paid media business.
So what does Booshaka software do? “Booshaka’s sophisticated one-click connector technology culls data from leading technology platforms – including ExactTarget, Marketo, Shopify, and Stripe – and automatically generates smart segments from customer activity that sync to Facebook and Twitter as custom audiences,” according to the release from Sprinklr. “When combined with Sprinklr’s platform, marketers will be able to easily act on these audience segments, creating and managing social advertising campaigns that drive greater brand loyalty and increased revenue.”
This acquisition is part of an emerging trend, in which ad-tech companies are subsumed as part of a broader marketing-tech offering.
“Reaching the right audiences with the right message is central to a brand’s ability to provide a compelling customer experience,” writes Julia Bass of Sprinklr. “But to do that, they need to understand who those audiences are across an ever-growing number of channels (i.e. social, web, mobile, e-commerce, and CRM systems). From there, they need to take a holistic approach to engaging with them across earned, owned, and, increasingly, paid channels. Sprinklr is the only social software platform that helps brands manage each of those all in one place—something our clients (40%+ of the Fortune 50) greatly benefit from.”
Bass goes on, “At our core, Sprinklr has created a new class of enterprise software that helps employees across the front office come together (bridging internal silos like marketing, customer service, sales, etc.) to engage customers on social through one unified platform. The idea is simple enough: without a shared system for customer engagement, it’s impossible for global brands to overcome the fragmented experiences that frustrate customers.”
To read the full press release, click here.