With one acquisition, a social media company is in the one-click data acquisition business.
Sprinklr announced yesterday (Nov. 2) that it has acquired Booshaka, an audience segmentation and management platform that helps marketers link customer data automatically across social, Web, mobile, eCommerce and CRM systems. A press release touts that the addition of Booshaka technology to Sprinklr’s Experience Cloud software (which helps front-office employees engage with consumers) will allow brands to apply real-time audience segmentation to social data for more targeted marketing and interaction.
Booshaka’s “one-click connector” technology collects data from tech platforms — including ExactTarget, Marketo, Shopify and Stripe — and automatically categorizes customers into groups that are reflected on Facebook and Twitter; those groups can then be marketed to by brands through Sprinklr’s platform.
"Effective experience management cannot happen without fully understanding customers across channels and the ability to use those insights to serve them — quickly and at scale — in a relevant, personal way,” said Simon Mansell, GM of paid and services for Sprinklr, in the release. “As the only enterprise software platform that helps brands manage owned, earned and paid social media all in one place, applying real-time audience segmentation to social data will be incredibly additive to every part of our business over time. In the short term, Booshaka’s capabilities will provide a powerful boost to the effectiveness of social advertising campaigns conducted through Sprinklr, an increasingly important part of a brand’s ability to reach the right audiences with the right message on social."
"Sprinklr shares our vision for a world where data will be used to drive every aspect of the customer experience,” Erik Ober, CEO and founder of Booshaka, also commented in the press release. “Joining the Sprinklr family will allow us to dramatically accelerate our efforts to deliver audience management technology that redefines how brands reach their customers."