Sprinklr acquires text predictive analytics player, NewBrand

Social media marketing technology player looks to shore up its market position with its seventh acquisition in 18 months, following a US$1bn market valuation and $46m cash injection

US-based social media management player, Sprinklr, has made its seventh acquisition in 18 months, purchasing text analytics vendor, NewBrand, to up the ante on social and customer engagement data insights across its platform.

NewBrand provides location-specific text analytics software which looks at unstructured big data around social and customer engagement. In a statement, Sprinklr said the new capabilities will allow its clients to unearth a deeper layer of customer insight across more than 20 social channels.

As part of the deal, NewBrand’s Washington DC headquarters and 40 staff will become Sprinklr’s 11th global office. NewBrand’s clients include Hyatt, Kohl’s, Subway and Marriott. The terms of the acquisition were not disclosed.

“We’ve built Sprinklr to be a complete social operating system,” said Sprinklr founder and CEO, Ragy Thomas. “Adding NewBrand’s industry context and predictive analytics will allow us to continue to build a ‘brain’ that allows customer-facing teams to create more relevant and valuable experiences that simply cannot be achieved by existing engagement and analytics point solutions.”

Sprinkler has been on the acquisition rampage since 2014, picking up a host of emerging players and potential rivals in the social media marketing technology as it shores up its position as a dominant player in managing earned, owned and paid social engagement. This consolidation also illustrates the rapid changes and maturity of the social media marketing and management landscape.

Spinklr’s most recent purchase was Brazilian social management vendor, Scup, in May. Other acquisitions were online community management platforms, Get Satisfaction and Pluck; social marketing solutions vendor, Dachis Group, social advertising vendor, TBG Digital; and social media tools maker, Branderati.

The latest acquisition comes just a couple of months after Spinklr raised US$46 million in funding and was valued at more than $1 billion. At the time, Sprinklr Thomas claimed the valuation was “conservative”, and based on a “very conservative multiple of our recurring annual revenue”.

Spinklr was founded in 2009 and according to CrunchBase, had already generated US$123.5 million in funding around five rounds from three investors at the start of this year. It also now has more than 500 staff. Customers include GM, Intel, Virgin America, Accenture and Microsoft.

Alongside its acquisitions spree, Sprinklr launched its new-look Sprinklr Experience Cloud in March, an infrastructure platform aimed at connecting all of a brand’s social touchpoints and digital properties, and allowing them to integrate and manage all customer engagement across social channels, websites and commerce.

The vendor also recently established a joint venture in Japan in April in partnership with local investors Piped Bits, Recruit Strategic Partners and Suneight Investments.

While Sprinklr has not yet launched an Australian office, the company has indicated that it plans to.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in